 Walter Cronkite, then hosting "The Morning Show", refused to say the line as written, and an announcer was used instead.Malcolm Gladwell, in "The Tipping Point", says that this "ungrammatical and somehow provocative use of 'like' instead of 'as' created a minor sensation" in 1954 and implies that the phrase itself was responsible for vaulting the brand to second place in the U.S. market.Winston overtook Pall Mall cigarettes as the #1 cigarette in the United States in 1966, while the advertising campaign continued to make an impression on the mass media.