In 1970 he ran an ad for Silva Thins Cigarettes that read “Cigarettes are like girls, the best ones are thin and rich”. The National Organization for Women was outraged and started a boycott of the brand in response. In an equally controversial move, Free published an ad in 1971 for National Airlines that read “I’m Cheryl – Fly Me”, with an attractive young stewardess pictured. The National Organization for Women was once again up in arms over a Free creation and picketed outside his office in retaliation. Despite the protests National saw a huge increase in sales and decided to keep Free on the account. So, in 1972 he published more ads of the same theme, including another one with ‘Cheryl’, which now read “Millions of people flew me last year.” Despite their mixed reviews, Free’s ads proved effective in reaching the target and in attracting the nation’s attention.