Too long for Benson & Hedges?

Four years after the popular Benson & Hedges campaign broke, the ads were still running, but in culture and fashion, there was a huge difference between 1967 and 1971, as the ad below demonstrates:


However, like the hipster above, the concept seems a bit too desperate in its attempt to be fashionable.  Exactly how did this guy's love beads get wrapped around the cigarette anyway?  Was he trying to light his cigarette off his exposed chest hair or what?

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