In the TV series, "The X-Files" (1993 - 2002), the series' primary antagonist is 'The Cigarette Smoking Man' (CSM). He is played by William B. Davis, and he smokes the fictional brand of cigarettes known as Morley. Because of CSM and others to a lesser degree, "The X-Files" made the common use of Morley cigarettes something that was very well known and hip with the public. With the season seven episode ("Brand X"), Agents Mulder and Scully visit Morley Tobacco's headquarters. They visit the company after one of its employees is murdered. This company is presented as a multi-billion dollar global corporation.

Regarding Morley cigarettes, it became an iconic brand for TV use. Its fictional brand packaging has been said to resemble the original packaging of the Marlboro cigarette brand. The actual name "Morley" is deemed to be a play on "Marleys", a nickname for Marlboro cigarettes. In this show, the good guys didn't smoke.

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