In his latest (and to my eyes, hilarious) ad, Herman Cain seems to be targeting the X-Files audience.
Check it out. Make sure you go all the way to the end.
Seriously, how often do we see cigarettes on TV these days? Sinister cigarette-smoking man hearts Herman Cain while leading Scully and Mulder on a wild goose chase for evidence of aliens and government involvement in otherworldly whatnot. A bold choice, which by the end, even Cain finds funny. He just stares and stares at the camera, daring you to call his bluff, until he cracks a smile.
The best part is, whenever Mark Block (cigarette-smoking man, but not this one) makes an assertion about Herman Cain, he shakes his head "no." Even he doesn't believe it, it seems, but hey, he needs the paycheck. Have you seen what a carton of Luckies goes for these days?