When was the Marlboro Man retired from Marlboro's ads?
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Darrell H. Winfield (July 30, 1929 – January 12, 2015) was an American rancher and model best known as "The Marlboro Man" in television commercials and magazine advertisements for Marlboro cigarettes. Winfield was born in Kansas, Oklahoma. His family relocated to California's San Joaquin Valley when he was 6 years old. This move was inspired by the "Okie migration" that was prominent in the 1930s where many mid-west farmers, devastated by the Dust Bowl, headed west to California to start over. He was the Marlboro man from 1968 until 1989. He is also credited with being the most portrayed man in the world by some. Philip Morris has used many cowboys for their ads but has declared that Winfield was "really the Marlboro man."
Darrell Winfield
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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 was working on the Quarter Circle 5 Ranch in Wyoming. Winfield's chiseled 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.
Marlboro Man
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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 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.
Marlboro Man
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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 the negative effects of smoking.
Marlboro Man
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William Leo Thourlby (January 22, 1924 – April 15, 2013) was an American actor, model and writer. He was known for his rugged, cowboy look, when he appeared as the face of the Marlboro Man campaign in the 1950s. This ad campaign was one of the 20th century's most famous, redefining the Marlboro brand image from a cigarette for women to one for men.
William Thourlby
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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. In the same year the campaign began to use Elmer Bernstein's 1960 theme music from "The Magnificent Seven". "In 1963, at the 6 6 6 6 Ranch in Guthrie, Texas, they discovered Carl "Big-un" Bradley. He was the first real cowboy they used, and from then on the lead Marlboro men were real cowboys, rodeo riders, stuntmen." Another of this new breed of real cowboys was Max Bryan "Turk" Robinson, of Hugo, Oklahoma; Turk says that 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 the results to register. By 1972, the new Marlboro Man would have so much market appeal that Marlboro cigarettes were catapulted to the top of the tobacco industry.
Marlboro Man
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The proposed campaign was to present a lineup of 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 caught his attention.
Within a year, Marlboro's market share rose from less than one percent to the fourth best-selling brand. This convinced Philip Morris to drop the lineup of 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 in TV ads.
Marlboro Man
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McLaren worked as a stuntman and rodeo rider before being hired to appear in ads for Marlboro. McLaren competed in bronc riding and bull riding events. In 1976, he did promotional work for the famous Marlboro cigarette advertising campaign as the "Marlboro Man".
Wayne McLaren
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The Marlboro advertising campaign, created by Leo Burnett Worldwide, is said to be one of the most brilliant advertisement campaigns of all time. It transformed a feminine campaign, with the slogan "Mild as May", into one that was masculine, in a matter of months. The first models were a Navy Lieutenant and Andy Armstrong, the ad agency’s art supervisor. Other early models were sales promotion director of Philip Morris, Robert Larking, and others from the Leo Burnett ad agency, Lee Stanley and Owen Smith. A number of models who have portrayed the Marlboro Man have died of smoking-related diseases.
Marlboro Man
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Since the Marlboro man was an image that stood since 1954, it was considered one of the biggest marketing icons, investors reasoned that to see the Marlboro icon give in to a price war, the marketing itself must be ineffective. As a result of plummeting stock value in major American brands, 1993 marked a slight decrease in U.S. ad expenditures.
Marlboro Friday