Instruct: Given a question, retrieve relevant documents that can help answer the question.
Query: When did the Marlboro Man first appear in Marlboro ad campaigns?
The Marlboro Man is a figure 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 Leo Burnett in 1954. The images initially featured rugged men portrayed in a variety of roles[1] but later primarily featured a rugged cowboy or cowboys, in picturesque wild terrain.[2] The advertisements were originally conceived as a way to popularize filtered cigarettes, which at the time were considered feminine.
Roberts auditioned for the cigarette commercial The Marlboro Man and was nicknamed "the Marlboro Man." He also was in several commercials and movies starring as a cowboy. He also did tourist promotions for South Dakota.
The duo bribe Alexander's helicopter pilot into taking them to Wilder's office. They give Wilder his money back and demand he change the lease on the bar. Wilder is unwilling to do so and orders his men to kill them when the pilot, paid off by Harley and Marlboro, appears hovering in his chopper outside. He opens fire on the office with the chopper's cannon, killing Wilder's thugs. Wilder insults Marlboro's dead father; Marlboro begins to beat him up until Wilder dangles out the window of his office, holding onto Marlboro's disintegrating cowboy boot. Harley helps him out, the boot comes apart and Wilder falls to the street.
Marlboro sponsorship in IndyCar dates back to 1986 when the livery appeared on the Emerson Fittipaldi's car entered by Patrick Racing. In 1990 Penske Racing hired Fittipaldi and started a 20 years-long association with Marlboro and its distinctive red and white livery. However, in the 2007 season Marlboro logos were replaced with 'Team Penske' but the team retained the color scheme as Philip Morris USA was still Penske's main sponsor. 2009 was the last year of the Penske-Marlboro association.[82]
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.
He worked at the Leo Burnett agency in Chicago, Illinois. The agency placed anthropomorphic faces of 'critters' on packaged goods. He was the first to draw Tony the Tiger for the Kellogg's Sugar Frosted Flakes advertising campaign in 1952. Tennant was also in charge of the Marlboro account and invented the Marlboro Man.
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]
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 mid 1950s he appeared in magazine and TV ads as the first widely publicized "Cowboy" Marlboro Man. 
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 "Marlboro chevron" livery first appeared on the car of Emerson Fittipaldi during the 1986 CART season and 1986 Indianapolis 500. Patrick Racing expanded the sponsorship to two cars in 1987, and in 1990, it moved to the Penske Team. The white and red Marlboro livery became one of the most recognized in the sport, and Marlboro increased their participation by providing title sponsorship for individual races (Marlboro 500, Marlboro Grand Prix, and Marlboro Challenge), contingency and ancillary sponsorships, and bonus awards programs (Marlboro Million). The company also provided extensive ticket promotions and hosted large hospitality engagements at races.
The immediate success of the Marlboro Man campaign led to heavy imitation. Old Golds adopted the tagline marking it a cigarette for "independent thinkers". Chesterfield depicted cowboy and other masculine occupations to match their tagline: "Men of America" smoke Chesterfields.[22]
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).
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]
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]
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.
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 television and print ads used several real-life cowboys.
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]
Five men who claimed to have appeared in Marlboro-related advertisements — Wayne McLaren, David McLean, Dick Hammer, Eric Lawson[23] and Jerome Edward Jackson, aka Tobin Jackson — died of smoking-related diseases, thus earning Marlboro cigarettes, specifically Marlboro Reds, the nickname "Cowboy killers".[24]
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 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.
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.
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".
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.[12] 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.[13] 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.[12] In the mid fifties, the cowboy image was popularized by actor Paul Birch in 3 page magazine ads and in TV ads.