Hamlet cigars were first launched in the UK in 1964. More recently, Hamlet cigars have been launched in a number of western European markets. They are most famous in the UK for their comical advertisements, which present scenes in which a man, having failed dismally at something, is consoled by lighting a Hamlet cigar. Much of the humour came from the fact that the product being advertised was deliberately unclear until the tell-tale cigar appeared, accompanied by the tune of Bach's Air on the G String, played by French musician Jacques Loussier, and the line 'Happiness is a cigar called Hamlet'. For example, one advertisement created a diversion by appearing to be advertising beer: a man, dying of thirst in a desert, finds a can of Heineken but accidentally spills it all into the sand; so