NEW YORK (Fri August 10, 2001) (AP) _ Peter Hirsch, who developed the Muriel Cigars commercials featuring Edie Adams, died of thyroid cancer July 29. He was 65.

Hirsch, chairman and creative director at Calet Hirsch, supervised the cigar campaign in which Adams sings, ``Why don't you pick one up and smoke it sometime?' His firm also created ads for Kmart, Toshiba and Stolichnaya vodka.

In 1989, Hirsch developed a TV commercial promoting early cancer screenings from the American Cancer Society for the Advertising Council.

Copyright 2001 Associated Press. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.