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The widespread response by other brands was to talk about their increased safety now that they were filtered - that if you smoked them you'd have God on your side, or at least not cancer. Marlboro, through extensive market research, cottoned on to this trend of the idealised image of the smoker. It was promised through cigarettes - but not if they were branded as safe. Cigarettes tapped into the fatalistic part of our brains that screamed out danger is exciting, it's sexy! Like the leading men on screen, the everyday chap wanted to obtain some of this allure. They were marketed to woman, but also marketed as safe. As filtration became a necessity, this further feminized the Marlboro brand in the eyes of American men. They were 'Mild As May', unfiltered smokes, until the health industry began to take notice and publish insights into the harmful effects of smoking. Marlboro had initially been introduced as a woman's cigarette. He was the will and drive to explore the frontier. A decade prior, Marlboro tapped into that secret part of the American imagination.
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It was in 1964 with A Fistful of Dollars that Clint Eastwood became the Man With No Name. He was a composite character that could have been anyone - even you. The Marlboro Man wasn't a Steve or a Chad. They epitomised the maxim: men wanted to be them, women wanted to be with them. Who didn't want to be one at that time? John Wayne was in his prime and as the campaign progressed from its inception in 1954, Clint Eastwood also emerged as an American icon. Swerving the pot-hole of specificities, they chose to portray an unnamed cowboy. It had to be something that resonated with the common American man but also with white-collar executives. To do so they wanted something that showed a life that was rugged and masculine - an ideal that men of all ages could relate to. Marlboro and ad agency Leo Burnett decided to target men. It works in film, literature and art - but it's in advertising that this character embedded itself into the psychology of the American masses. The romance of these kinds of people has long woven its spell over us. We love those willing to live recklessly, a seemingly all-encompassing nihilistic streak that manifests as behavioural fatalism. The Marlboro Man still appears in Japan.There is an undeniable attraction to danger.
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The Marlboro Man continued until the early 2000s in countries such as the Czech Republic, Germany, and Poland. Five Marlboro Men died of smoking-related diseases-Dick Hammer, Jerome Edward Jackson, Eric Lawson, David McLean, and Wayne McLean. Norris, a non-smoker, quit after 12-years because he felt he was having a bad influence on teenagers. Actor William Thourbly and cowboys Wayne Dunafon (1964-1978 as a Marlboro Man), Max Robert Norris, Ryan “Turk” Robinson, and Darrell Winfield (1968-1989 as Marlboro Man) were among the many individuals who played the Marlboro Man. Several individuals appeared as the Marlboro Man at the same time. By 1972, Marlboro was the number one selling cigarette brand in the tobacco industry. Future cowboys also included rodeo riders and stuntmen. Carl “Gig-um” Bradley from the 6 6 6 6 Ranch in Guthrie, Texas, was the first real cowboy used in the advertisements. When a new Marlboro theme using Elmer Bernstein’s music from The Magnificent Seven was introduced in 1963, real working-cowboys replaced actors. The Marlboro Man proved popular with post-adolescent kids who were starting to smoke. Paul Birch portrayed the Marlboro Man in magazine advertising and television commercials in the mid-1950s. Philip Morris decided to drop the other manly smoker candidates and stick to the cowboy. Within a year, Marlboro became the fifth best-selling cigarette brand. Burnett was inspired by a 1949 issue of Life Magazine about Texas cowboy Clarence Halley Long.