Ep 18. Brand X

Mulder and Scully investigate a string of deaths linked to a cigarette company. Mulder is excited to work on the case, as he quit smoking years ago. However, Scully is less enthusiastic, believing the case to be a clear-cut example of addiction and consumerism. Mulder theorizes that the cigarette company is using subliminal messages in its advertising to compel smokers to continue using their addictive products. Scully is skeptical of this theory, but agrees to follow Mulder's lead.

As they delve deeper into the case, they discover that the company has been conducting secret experiments on humans, using a chemical compound in their cigarettes to alter users' behavior. Mulder and Scully are horrified by the extent of the company's nefarious actions, and vow to bring them to justice.

Meanwhile, Mulder's personal vendetta against smoking comes to the forefront, as he is forced to confront his own addiction and how it has affected his life. Scully, too, faces her own demons, as she grapples with the idea of addiction as a societal issue. The two agents must navigate these personal struggles as they race against time to stop the cigarette company from causing further harm.

The episode features tense action scenes as Mulder and Scully work to take down the company, all while dealing with their own inner turmoil. The themes of addiction and consumerism are explored in depth, making for a thought-provoking and engaging hour of television. In the end, Mulder and Scully are able to thwart the company's plans, but not without some heavy emotional fallout. The episode ends on a bittersweet note, as the agents come to terms with the reality of addiction and the power of corporate greed.