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I believe because he looked like the macho male model who always got the girl and who portrayed a charactor called "The Turk" from the old Camels Cigarettes TV and print comercials when Sanderson was playing for the Bruins. However, you may want to comfirm this with another source. I grew up watching "The Turk" play hockey in the 60's and 70's in the Boston area. I also remember the ad campaign very well.
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