Instruct: Given a question, retrieve documents that answer the question.
Query: Who played the original Marlboro Man?
Initially, cowboy commercials involving the Marlboro Man featured paid models, such as William Thourlby,[17] 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 the desired rugged look. One of the finest was a non-smoking rodeo cowboy, Max Bryan "Turk" Robinson, who was recruited at a rodeo. Leo Burnett was not satisfied with 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 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.[18][19]
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.[25] McLaren died before his 52nd birthday in 1992.[26][27]
In many countries, the Marlboro Man is an icon of the past due to increasing pressure on tobacco advertising for health reasons, especially where 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 until at least the early 2000s, in countries such as Germany, Poland and the Czech Republic.[33] It still continues in the United States, and Japan (on tobacco vending machines, for example), where smoking is widespread in the male population.
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.[32]
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." 
His marketing inspiration came from William K. Howell, who is credited with the success of Marlboro cigarettes and the Miller Brewing Company. Howell and Weissman introduced the Marlboro Man, an advertising figure who help propel Philip Morris to a leading position in the tobacco industry.
In Robert Altman's 1973 film The Long Goodbye, Roger Wade (Sterling Hayden) nicknames P.I. Phillip Marlowe (Elliott Gould) the Marlboro Man due to his heavy smoking. In the film Harley Davidson and the Marlboro Man (1991), Don Johnson portrays the Marlboro Man. In the film in Thank You for Smoking (2005), Sam Elliott plays Lorne Lutch, a cancer stricken former Marlboro Man. In the film Fargo (1996), a reference to the Marlboro Man is made in an interview by police chief Marge Gunderson (Frances McDormand) with two prostitutes about an encounter with Gaear Grimsrud (Peter Stormare).
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."[15][16] 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.
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 a way of declaring their independence from their parents."[14]
The Marlboro advertising campaign, created by Leo Burnett Worldwide, is said to be one of the most brilliant advertisement campaigns of all time.[3] 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.[4][5][6] 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.[7] A number of models who have portrayed the Marlboro Man have died of smoking-related diseases.[8]
In the Seinfeld episode "The Abstinence" (airdate November 21, 1996), Cosmo Kramer sues a tobacco company but settles out of court. His settlement is the placement of his face as that of the Marlboro Man's on a billboard in Times Square. In the Futurama episode "Where the Buggalo Roam", a barbeque attendee resembles the Marlboro Man. An episode of Last Week Tonight with John Oliver featured "Jeff the Diseased Lung in a Cowboy Hat", a cartoon character parodying the Marlboro Man, which was suggested as a new replacement mascot for Marlboro. In the second season Welcome Back, Kotter episode "Sweathog Clinic for the Cure of Smoking" (airdate December 16, 1976), Gabe Kotter (Gabe Kaplan) reminisced that he wanted to take up smoking, "but I couldn't picture myself living in Marlboro Country."
Cowboys proved to be popular, which led to the "Marlboro Cowboy" and "Marlboro Country" campaigns.[9] The slogan "Come to Marlboro Country" promised every ordinary man the prospect of transforming himself into, or at least associating himself with, a rugged and macho cowboy merely by lighting up this Philip Morris product. A satirical reference to the advertisement was made in the Rolling Stones's 1965 song Satisfaction: "When I'm watchin' my TV and a man comes on and tells me how white my shirts can be, but he can't be a man 'cause he doesn't smoke the same cigarettes as me".
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.[31]
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.[20]
Philip Morris & Co. (now Altria) had originally introduced the Marlboro brand as a woman's cigarette in 1924. Starting in 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.[10] Under the impression that filtered cigarettes were safer, Marlboro, as well as other brands, started to be sold with filters. However, filtered cigarettes, Marlboro in particular, were considered to be women’s cigarettes.[11] During market research in 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.[12]
The Paula Cole song "Where Have All the Cowboys Gone?" features the verse "Where is my Marlboro Man?". The Harvey Danger song "Sad Sweetheart of the Rodeo" features the sarcastic verse: "The Marlboro Man died of cancer/And he wasn't a rocket scientist when he was healthy/ha ha ha". The Jason Aldean song "Dirt Road Anthem" references "The king in the can and the Marlboro man" Rolling Stones's 1965 song Satisfaction: "When I'm watchin' my TV and a man comes on and tells me how white my shirts can be, but he can't be a man 'cause he doesn't smoke the same cigarettes as me". The World Entertainment War song "Marlboro Man, Jr." begins, "The Marlboro Man is dead Long live the Marlboro Man! In our dreams he remains the hero Of a thousand billboards The ultimate salesman..."
DJ Marlboro is the host and producer of the radio show "Big Mix in Rio". DJ Marlboro was introduced to a worldwide audience In 2004 when German journalist, record label owner and fellow DJ, Daniel Haaksman formed Man Recordings and recruited both DJ Marlboro and Edu-K and DJ Marlboro - creating a link between South American and European artists.
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 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 the public.[21]
Harley Davidson and the Marlboro Man is a 1991 action biker film starring Mickey Rourke and Don Johnson, with a supporting cast including Chelsea Field, Daniel Baldwin, Giancarlo Esposito, Tom Sizemore, and Vanessa Williams. It is directed by Simon Wincer from a screenplay by Don Michael Paul. The film provides a notable example of the "biker" stereotype. Four characters in the film are named after different brands and manufacturers; Rourke's character is named after the motorcycle manufacturer Harley-Davidson, Field's character is named after the cigarette brand Virginia Slims, Big John Studd's character is named after the whiskey brand Jack Daniel's and Eloy Casados's character is named after the tequilla brand Jose Cuervo. Johnson's character is the Marlboro Man, who appeared in commercials advertising Marlboro cigarettes from 1954 to 1999.
Morley is a fictional brand of cigarettes that has appeared in various television shows, films, and video games that otherwise have no connection to each other. The iconic, fictional brand packaging resembles the original packaging of the Marlboro cigarette brand. The name "Morley" is a play on "Marleys", a nickname for Marlboro cigarettes. Morleys appear at least as far back as 1960, in Alfred Hitchcock's film "Psycho". There is also a Morley Lights version, in a gold and white package (similar to Marlboro Lights), marked "Lights".
Artist Richard Prince's series, known as the Cowboys (produced from 1980 to 1992 and ongoing), is his most famous group of appropriated rephotographs, in this case taken from Marlboro cigarette advertisements of the Marlboro Man.
Prince's series known as the Cowboys, produced from 1980 to 1992, and ongoing, is his most famous group of rephotographs. Taken from Marlboro cigarette advertisements of the Marlboro Man, they represent an idealized figure of American masculinity. The Marlboro Man was the iconic equivalent of later brands like Ralph Lauren, which used the polo pony image to identify and associate its brand. "Every week. I'd see one and be like, Oh that's mine, Thank you," Prince stated in an interview.
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.[29]
DJ Marlboro embraces and supports the "undergroundness" of the Baile Funk scene, particularly the music played at the Bailes in Brazil. In an interview, DJ Marlboro says, "The bailes in Rio have survived such a long time because we do the bailes to please the public. We work with music that doesn't need to recognised or be successful in the rest of the world. We play tracks that are popular in the bailes full stop. We don't need media and marketing." He embraces the aspect of funk and certain artists being unknown because that keeps this genre alive in the streets, despite the resistance from the media and upperclass culture. The resistance from the upperclass and police stems from the upper class considering this music to be strictly pornographic, offensive, and sexually explicit. DJ Marlboro is a main public face trying to reverse that opinion and have the people look deeper into the true origins and messages of the music. As stated in an interview with DJ Marlboro in 2003, "Chuck D refers to rap as the black CNN. In many respects Rio or baile funk could be referred to as favela CNN. That is, it's used as a medium to convey how the people who live in the Brazilian favelas really feel using their own language, idioms and slang." This helps empower these artists, and while they may not gain national acclaim, they get the respect of their fans for delivering both a real sound and message. This is also seen through the lack of major record deals in the world of funk music.
Perhaps Cheskin's most famous achievement was turning Marlboro cigarettes into a 'man's' cigarette from its original appeal to women. Because more men than women were smokers, Cheskin convinced Phillip Morris that they would have more success by appealing to men. At the time its unique product differentiation was a red wrapper, to hide lipstick marks. Cheskin's recommendations were to redesign the package to denote masculinity, while keeping the red color. His recommendations underlie everything from the 'Man-Sized Flavor' advertising campaign and the now iconic packaging (resembling a medal), to the masculine and virile Marlboro Man himself. The Marlboro Man sported tattoos to give him a rugged backstory and often appeared as a cowboy on horseback (the predominant image that has survived today).