Smoking is harmful. Deadly even. That is undisputed. But that's where it already starts, because: drinking water is too. If you drink eight liters of water within a very short time, you will die. From water intoxication. The body's salt balance will then be so out of whack, the consequential damage so immense, you will not survive it. So, as always in life: The dose makes the poison.

"McDonald's is unhealthy" also belongs to this: what foolish talk. Big Mac and fries every day: yes, then certainly. But occasionally: no problem. Or to put it another way: if you only ate apples, exclusively, every day, you would pass away faster than you can spell Braeburn. Keyword: malnutrition.

But back to smoking. Besides alcohol consumption, it is probably the worst thing you can do to your body. More precisely: what you can do to your health. But that's how it is, and we all know it. It is unreasonable. Highly unreasonable. But: Do we want to live a life under the dictate of reason? How boring would that be? And aren't we all old enough to decide that for ourselves?

So a man leans against a car in Cairo and has a smoke. Let him. Or not? He's an adult, he knows what he's doing. (By the way: As mentioned, he's in Cairo. If anyone cared about his health, the first thing they would recommend is for him to leave Cairo, whose air quality is many times more harmful than that one cigarette. But now.)

So he stands there and smokes, it is captured pictorially, and because he looks so good in that suit and, and this is part of the truth, we nowadays understand this smoking as an almost rebellious act of love for freedom, and it fits into the context of our philosophy and our entire self-image, we publish this photo.

It is a confession to vice, to freedom, to unreason. And, paradoxical as it may sound: to life. To self-determined life, that is. So, are we now glorifying smoking? Yes, probably so. But on the other hand, do we also believe that you and everyone else are mature enough to decide for yourselves whether to do it? Yes, absolutely.

Which leads us to a completely different question: How much personal responsibility do we trust ourselves and you with? How much power and manipulative ability do we grant this one photo? There are various schools of thought and approaches here, but we will be brief: We love freedom. And personal responsibility. And free will. And the enlightened customer.

If we see an advertisement we don't like, we look away. And we would ask you: do the same. Get upset if you want, but is it worth it? Life is colorful, long live diversity. It's that simple. Live and let live. Isn't that a beautiful concept?

In short: We are now opening a "Grosses Gewächs" (German for a top-tier wine), sitting on the terrace in the evening sun, and letting God be a good man. Will we have a smoke with it? Probably not. We are non-smokers. Close observers will notice that the cigarette in the photo isn't even lit. Do you have a light?

But someone who truly had skin in the game was Luca di Montezemolo. The likeable ex-Ferrari boss railed against the new electric racer, saying it had the potential to destroy the Ferrari myth. Okay, we can't judge that, we make clothes, what do we know.