Friday, September 27, 2013

Marlboro Man

Marlboro man is American cowboy and main character of Marlboro country, the best cigarette advertisement of the century, world recognized cigarette advertisement character, masculine trademark and macho icon. Marlboro man is the ad embodiment that was used by tobacco producer Philip Morris for the Marlboro cigarettes that primarily was a lady smoking brand.

The history of Marlboro man begins in 1954. The parent father of Marlboro Man was Leo Burnet- advertisement agent. P. Morris Tobacco Company introduced an innovation in producing of Marlboro cigarettes. This novelty ought to result a 3600 change of target smoking tobacco group.

This was the Burnet’s main purpose in creating the advertisement for new Marlboro cigarettes. Looking for the resolution, Leo had done a brainstorming: “What’ the masculine symbol people can think of?” This seems to be a reasonable and successful idea. The answer came from the wild New Mexico, Ranch in Cimarron that was “a real cowboy on his chaps and horse”. In 1972, this tobacco ad brought to Marlboro cigarettes the rank of world best selling tobacco product .And most famous one too. Every image of a cowboy, western landscape and/or red color keeps in mind the Marlboro trademark and it doesn’t matter if these images are accompanied or no by slogan or brand name.

Marlboro man that lives in Marlboro country becomes the symbol of freedom, wildness and independence. The famous cowboy is placed on the first place from the “101 most influential people who never lived” in Imaginary Luminaries. It also was claimed “the brand image of the century”.

The roles of the Marlboro man were portrayed by famous people as : actor and author William Thourlby (the first Marlboro Man), Quarterback Charley Conerly, Darrell Winfield, Dick Hammer, Brad Johnson, Bill Dutra, Dean Myers, Robert Norris, Wayne McLaren, David McLean and Tom Mattox.

More Info

  1. Katie Connolly. "Six ads that changed the way you think". BBC.
  2. Vintage Ads: 1975 "Marlboro Country" ad campaign
  3. Kilgannon, Corey. "Face of Marlboro Prefers to Be Alone". New York Times
  4. "An Ex-Marlboro Man Who Can Really Ride, Brad Johnson Adds Sigh Appeal to Always". People.
  5. 28 May 2001 "Malboro Manslaughter"