In 1965, before the show went on the air, the publicity firm of Rogers & Cowan send a series of five sealed envelopes to America's top television critics. Each was stamped 'Top Secret' and contained a vital message from Maxwell Smart. The first read: "Sssh!". The second provided instructions for deciphering the enclosed message embossed on an enclosed pin. The third required a 'cigarette lighter or matches used judiciously' to reveal the invisible message. The fourth read: 'Je was linker om iemand anders te nemen om je dit voor te laten lezen" which is Dutch for "You would have been smarter to ask someone else to read this aloud for you". The fifth included a photograph of Max, 99 and Fang with their eyes blocked out with black rectangles and a caption that read 'A scene from ____ at ____ on ____".
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