As anti-tobacco campaigns mount and numbers of young smokers decline, Naylor suggests that product placement of cigarettes could once again boost cigarette sales. Naylor's boss, BR, sends Naylor to Los Angeles to bargain for cigarette placement in upcoming movies. Naylor takes along his young son, Joey, in hopes of bonding with him. The next day, Naylor is sent to meet with Lorne Lutch, the cancer-stricken man who once played the Marlboro Man in cigarette ads and is now campaigning against cigarettes. As his son watches, Naylor successfully offers Lutch a suitcase of money for his silence. During the drive back, Nick and Joey discuss the beauty of argument.