The Marlboro Man is a figure that was used in tobacco advertising campaigns for Marlboro cigarettes. In the United States, where the campaign originated, it was used from 1954 to 1999. The Marlboro Man was first conceived by advertising executive Leo Burnett in 1954. The images initially featured rugged men portrayed in a variety of roles but later primarily featured a rugged cowboy or cowboys in picturesque wild terrain. The ads were originally conceived as a way to popularize filtered cigarettes , which at the time were considered feminine.
42-424: The campaign, created by Leo Burnett Worldwide , is said to be one of the most brilliant advertisement campaigns of all time. It transformed a feminine brand carrying the slogan "Mild as May" into a masculine one in a matter of months. Ellen Merlo, the vice president of marketing services at Philip Morris, was quoted in a 1989 Marlboro advertisement: "We perceive Formula One and Indy car racing as adding, if you will,
84-692: A " safe sex " AIDS prevention organization for teens in San Francisco. After living with the disease for over a decade, Haren died in 1996. Five well-known Marlboro men died of smoking related illnesses. Haren and Darrell Winfield (21 years as the Marlboro Man) were the two best known of all of men who portrayed the Marlboro Man, but who did not suffer ill effects from smoking. Haren died in 1996 in San Francisco, California , of complications from AIDS , at
126-784: A 300% increase within two years. Philip Morris easily overcame growing health concerns through the Marlboro Man campaign, highlighting the success as well as the tobacco industry's strong ability to use mass marketing to influence and manipulate the public. The immediate success of the Marlboro Man campaign led to heavy imitation. Old Golds adopted the tagline marking it a cigarette for "independields". Five men who appeared in Marlboro-related advertisements — Wayne McLaren , David McLean , Dick Hammer , Eric Lawson and Jerome Edward Jackson, aka Tobin Jackson — died of smoking-related diseases, thus earning Marlboro cigarettes, specifically Marlboro Reds,
168-448: A charitable organization. Billings were then "nearing $ 250 million". On March 20, 1967, the agency completed its acquisition of D.P. Brother & Co. On June 8, 1971, the founder died at the age of 79. On November 3, 1999, Burnett and D'Arcy Masius Benton & Bowles announced the creation of BDM. BDM was quickly renamed Bcom3. Roy Bostock was named chairman and Roger Haupt was named CEO. In 2000, Leo Burnett Kreasindo Indonesia
210-524: A grocery store shelf and follows a little girl home. In 1961, the agency created the "Dependability" campaign for the Maytag brand. The campaign featured actual consumer testimonials on the reliability of their appliances. The campaign evolved into a radio call-in show in Canada where an appliance repairman would offer advice to customers. In 1967, the 'Ol Lonely character debuted on television. Jesse White played
252-469: A modern-day dimension to the Marlboro Man. The image of Marlboro is very rugged, individualistic, heroic. And so is this style of auto racing. From an image standpoint, the fit is good.” Cowboys proved to be popular, which led to the "Marlboro Cowboy" and "Marlboro Country" campaigns. Philip Morris & Co. (now Altria ) originally introduced the Marlboro brand as a woman's cigarette in 1924. Starting in
294-434: A talent agency that had represented him, along with a pay check stub, asserting he had been paid for work on a 'Marlboro print' job. McLaren died before his 52nd birthday in 1992. David McLean died of lung cancer at the age 73 in 1995. After his death, his widow, Lilo McLean, sued Philip Morris, claiming that McLean's disease was brought on because he had to smoke multiple packs of cigarettes during advertising shoots. Her case
336-653: A video posted on YouTube. Once this was discovered, Misplaced Pages volunteers removed the images, and the Wikimedia Foundation released a statement condemning Leo Burnett Tailor Made's use of Misplaced Pages for product placement. The North Face posted a response as a reply on Twitter, stating that they had ended the campaign and that "We believe deeply in Misplaced Pages’s mission and apologize for engaging in activity inconsistent with those principles." Christian Haren Christian Haren (February 1, 1935 – February 27, 1996)
378-452: A way of declaring their independence from their parents". When the new Marlboro Country theme opened in late 1963, the actors utilized as Marlboro Man were replaced, for the most part, with real working cowboys, and the campaign began using Elmer Bernstein 's 1960 theme music from The Magnificent Seven . In 1963, at the 6666 Ranch in Guthrie, Texas, they discovered Carl 'Big-un' Bradley. He
420-445: A year, Marlboro's market share rose from less than 1% to the fourth best-selling brand, convincing Philip Morris to drop the other manly figures and stick with the cowboy. In the mid Fifties, the cowboy image was popularized by actor Paul Birch in 3 page magazine ads and TV ads. Using another approach to expand the Marlboro Man market base, Philip Morris felt the prime market was "post adolescent kids who were just beginning to smoke as
462-404: Is founded. In September 2002, Bcom3 was acquired by Publicis Groupe. Brazil-based independent advertising agency Tailor Made was acquired by Publicis in 2011 and merged with Leo Burnett Brazil to form Leo Burnett Tailor Made. At that time, clients included Fiat , Procter & Gamble , Emirates and Chrysler . Andrew Swinand became CEO in 2017. The Pillsbury Doughboy was created for
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#1732851481292504-645: The Bertolt Brecht play The Resistible Rise of Arturo Ui , produced by Tony Richardson . He is best remembered for playing the role of the Marlboro Man in print advertisements in the early 1960s, and appearing in print ads for Budweiser Beer. Haren was openly gay , and was the proprietor of the popular Palm Springs gay bar CC Construction Co. in later years. In 1985, he was diagnosed with AIDS and became active in AIDS prevention education. He started "The Wedge",
546-646: The Pillsbury Company by Rudy Perz, a copywriter for Leo Burnett. Agency employee Tom Rogers created the character Charlie the Tuna for StarKist Tuna . The ad campaign added the phrase "Sorry Charlie" to the American lexicon. StarKist still uses the spokesfish to represent the brand. StarKist's relationship with the Leo Burnett Company began in 1958 and continued after Heinz bought StarKist in 1963. For Heinz,
588-439: The 1950s, men indicated that while they would consider switching to a filtered cigarette, they were concerned about being seen smoking a cigarette marketed to women. The repositioning of Marlboro as a men's cigarette was handled by Chicago advertiser Leo Burnett . Most filtered cigarette advertising sought to make claims about the technology behind the filter: Through the use of complex terminology and scientific claims regarding
630-611: The Cat for 9Lives cat food . Several dozen television commercials featuring the "finicky" eater were produced from 1969 until Burnett ended their relationship with parent company Heinz in 1994. In the English dub of the Pokémon: The Johto Journeys episode The Whistle Stop , originally aired December 2, 2000, the character James gets partially swallowed by his Victreebel , and while struggling utters garbled dialogue consisting of
672-508: The Marlboro Man. After appearing as the Marlboro Man in 1987 advertising, former rodeo cowboy Brad Johnson landed a lead role in Steven Spielberg 's feature film Always (1989), with Holly Hunter and Richard Dreyfuss . The use of the Marlboro Man campaign had very significant and immediate effects on sales. In 1955, when the Marlboro Man campaign was started, sales were at $ 5 billion. By 1957, sales were at $ 20 billion, representing
714-569: The Risk and Youth: Smoking Project Lawrence Hall of Science University of California, Berkeley, created a manual to accompany the film, titled "A Curriculum for Death in the West". The first two paragraphs of the Introduction read: The California Nonsmokers' Rights Foundation is pleased to provide this booklet containing a self-contained curriculum for upper elementary and junior high school students to supplement
756-668: The San Francisco Bay Area and adapted specifically for use with the airing of "Death in the West" by KRON-TV of San Francisco. NBC Monitor produced an investigative TV report titled Death in the West (June 18, 1983), which is accessible at the Internet Archive . Leo Burnett Worldwide Leo Burnett Worldwide, Inc. , also known as Leo Burnett Company, Inc. , is an American advertising company , founded on August 5, 1935, in Chicago by Leo Burnett . In September 2002,
798-489: The West : "It is one of the most powerful anti-smoking films ever made. You will never see it." The second sentence refers to the fact that Philip Morris sued the filmmakers, and in a 1979 secret settlement all copies were suppressed. However, Professor Stanton Glantz released the film and San Francisco 's then-NBC affiliate KRON-TV aired the documentary in May 1982. The California Nonsmokers' Rights Foundation, in cooperation with
840-509: The agency produced a series of television ads emphasizing the thickness of their ketchup brand, including a memorable ad featuring the Carly Simon song " Anticipation ". The Jolly Green Giant and Sprout advertising icons came out of the agency. The Minnesota Valley Canning Company originally created the Jolly Green giant character as a large, cave-man looking character to draw attention to
882-460: The company was acquired by Publicis Groupe , the world's third largest advertising agency holding group and one of the largest agency networks. Leo Burnett Company, Inc., was founded on August 5, 1935, in Chicago by Leo Burnett , who had three accounts to start. In 1944, the agency opened a branch office in New York City . In February 1967, the founder transferred all of his voting stock to
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#1732851481292924-526: The country . A year later, in May 2013, it had been officially replaced by Be Marlboro campaign. It still continues (on tobacco vending machines, for example) in the United States and Japan, where smoking is widespread in the male population at nearly 30%. Death in the West , a Thames Television documentary, is an exposé of the cigarette industry that aired on British television in 1976. In its March/April 1996 issue, Mother Jones said of Death in
966-485: The cowboy actors found. Broadway and MGM movie actor Christian Haren won the role as the first Marlboro Man in the early 1960s as he looked the part. Burnett then came across Darrell Winfield , who worked on a ranch, after a cattle rancher by the name Keith Alexander declined the role because he did not believe in smoking. Leo Burnett's creative director was awed when he first saw Winfield: "I had seen cowboys, but I had never seen one that just really, like, he sort of scared
1008-419: The desired rugged look. One of the finest was a non-smoking rodeo cowboy, Max Bryan "Turk" Robinson, who was recruited at a rodeo. Another, Robert C. Norris , was recruited after it was discovered he was a friend of John Wayne . He also never smoked, and after a twelve-year run as a Marlboro Man, quit the role to avoid badly influencing his children. He died, age 90, in 2019. Leo Burnett was not satisfied with
1050-420: The early 1950s, the cigarette industry began to focus on promoting filtered cigarettes as a response to the emerging scientific data about harmful effects of smoking. Under the misconception that filtered cigarettes were safer, Marlboro, as well as other brands, started to be sold with filters. However, filtered cigarettes, and Marlboro in particular, were considered women's cigarettes. During market research in
1092-429: The filter, the cigarette industry wanted to ease fears about the harmful effects of cigarette smoking. However, Leo Burnett decided to address these fears through an entirely different approach: creating ads completely void of health concerns or health claims of the filtered cigarette. Burnett felt that making claims about the effectiveness of filters furthered concerns of smoking's long-term effects. The proposed campaign
1134-465: The hell out of me (as he was so much a real cowboy)". Winfield's immediate authenticity led to his 20-year run as the Marlboro Man, which lasted until the late 1980s. Upon Winfield's retirement, Philip Morris reportedly spent $ 300 million searching for a new Marlboro Man. In 1974, Marlboro's marketing agency discovered rancher Herf Ingersoll at a rodeo in Augusta, Montana , and hired him to be photographed as
1176-546: The intrinsically false nature of cigarette advertising. It makes the Marlboro Man less attractive. The "Death in the West" Curriculum is designed to maximize the educational and emotional impact of seeing the documentary. The curriculum is based on a comprehensive smoking prevention program created and tested by the Risk and Youth: Smoking Project of the Lawrence Hall of Science, University of California, Berkeley. The activities included here were developed in classrooms throughout
1218-409: The negative effects of smoking. Jerome Edward Jackson, aka Tobin Jackson, died of lung cancer in 2008. Marlboro television and print ads used several real cowboys. The Cowboy and His Elephant , which is ostensibly a biography of Bob Norris and mainly focuses on his raising an elephant on his ranch, also describes how Norris came to be photographed for Life magazine and become the Marlboro Man for
1260-533: The next twelve years. From 1964 to 1978, Wayne Dunafon was a "Marlboro Man". He was a rancher in Kansas in addition to a long-time competitive rodeo rider. He died of natural causes in 2001. The most famous of the 'Marlboro Men' lived a long life after fading from the public limelight. Darrell Winfield , a resident of Riverton, Wyoming , was the longest living Marlboro Man to appear on billboards and in advertisements. Leo Burnett Ad Agency discovered him in 1968 while he
1302-406: The nickname "cowboy killers". Wayne McLaren testified in favor of anti-smoking legislation at the age of 51. During the time of McLaren's anti-smoking activism, Philip Morris denied that McLaren ever appeared in a Marlboro ad, a position it later amended to maintain that while he did appear in ads, he was not the Marlboro Man; Winfield held that title. In response, McLaren produced an affidavit from
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1344-616: The phrase "Leo Burnett and 4Kids are the Devil!" backmasked . Eric Stuart , James' English voice actor at the time, later explained that this was in protest of the companies' decision to stop compensating Pokémon voice actors for the use of their audio clips in promos for the show. This scene was redubbed in later home releases. In 2019, Brazilian-based subsidiary Leo Burnett Tailor Made engaged in product placement on Misplaced Pages, in which they placed images advertising The North Face products on Misplaced Pages , and advertised that they had done so in
1386-513: The practice of smoking appears to be celebrated or glorified. The deaths described above may also have made it more difficult to use the campaign without attracting negative comment. The Marlboro Man image continued into the 21st century in countries such as Germany , Poland and the Czech Republic . It last appeared late 2012 in Indonesia , where such cigarette advertisements are still allowed in
1428-426: The results to register: By 1972, the new Marlboro Man had so much appeal that Marlboro was catapulted to the top of the tobacco industry. Initially, cowboy commercials involving the Marlboro Man featured paid models, such as William Thourlby , pretending to carry out cowboy tasks. However, Burnett felt that the commercials lacked authenticity, as it was apparent that the subjects were not real cowboys and did not have
1470-471: The role of the lonely Maytag repairman until 1989 when he was replaced by actor Gordon Jump . The agency guided Philip Morris (now part of Altria Group ) in building Marlboro into a global brand, with an emphasis on manliness as typified by the image of the Marlboro Man on the American Frontier . Previously the brand was "a feminine brand." Burnett created the popular brand mascot Morris
1512-567: The size of their Le Sueur peas. The Leo Burnett agency was hired to make the Jolly Green Giant more friendly-looking. In 1972, the Jolly Green Giant was joined by Sprout to appeal to children. Hamburger giant McDonald's began operations in India in 1996 and recruited Leo Burnett (India). The agency created the Rolling Can commercial for Chef Boyardee in 2005. In it, a can of pasta jumps off
1554-513: The viewing of "Death in the West." Considered by many to be the most powerful anti-smoking documentary ever made, "Death in the West" contrasts the advertising image of the "Marlboro Man" with the reality of six American cowboys dying of cigarette-related illnesses. The film, produced in England in 1976 and later suppressed by the Philip Morris Company, makers of Marlboro cigarettes, illustrates
1596-726: Was an American stage and screen actor, model and community activist. Haren was born in San Bernardino County, California . He attended school and colleges in San Bernardino. In his 20s he served in the United States Army during the 1950s. In the 1960s Haren received a studio contract from MGM and starred in Vincente Minnelli 's Bells Are Ringing , Otto Preminger 's In Harm's Way (a Paramount Pictures film), and Billy Rose's Jumbo . He starred on Broadway in
1638-438: Was dismissed and she was forced to pay the cigarette company's court case costs. Eric Lawson, who appeared in Marlboro print ads from 1978 to 1981, died at the age of 72 on January 10, 2014, of respiratory failure due to chronic obstructive pulmonary disease , or COPD. A smoker since age 14, Lawson later appeared in an anti-smoking commercial that parodied the Marlboro Man, and also in an Entertainment Tonight segment to discuss
1680-409: Was the first real cowboy they used, and from then on the lead Marlboro men were real cowboys, rodeo riders, and stuntmen. Another of this new breed of real cowboys was Max Bryan "Turk" Robinson, of Hugo, Oklahoma, who said he was recruited for the role while at a rodeo simply standing around behind the chutes, as was the custom for cowboys who had not yet ridden their event. It took only a few years for
1722-399: Was to use manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series. Burnett's inspiration for the exceedingly masculine "Marlboro Man" icon came in 1949 from an issue of Life magazine, whose photograph (shot by Leonard McCombe) and story of Texas cowboy Clarence Hailey Long Jr. caught his attention. Within
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1764-554: Was working on the Quarter Circle 5 Ranch in Wyoming . Winfield's chiselled rugged good looks made him the macho face of Marlboro cigarettes on television, in newspapers, magazines and on billboards, from the 1968 to 1989. Winfield was survived by his wife, a son, five daughters, and grandchildren. In many countries, the Marlboro Man is an icon of the past due to increasing pressure on tobacco advertising for health reasons, especially where
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