R.J. Reynolds Tobacco Co. shifts gears in its new campaign for Eclipse, highlighting for the first time scientific evidence showing the cigarettes may be less likely to cause cancer and other tobacco-related illnesses. The ads from Draft Worldwide, New York, broke last week in newspapers in the Dallas-Fort Worth, test market; magazine ads there will debut in June issues. The tag is "Eclipse, a better way to smoke." Copywriter: Todd Stanton. Art directors: June Robinson, Steve Guddat.