Anti-tobacco warning: The fate of Marlboro men

Health Minister Maithripala Sirisena’s relentless anti-tobacco crusade despite strong international pressure has finally been recognised by the World Health Organisation.

The printing of pictorial warnings on packets of cigarettes is to advertise the deadly effects of smoking. Ironically, this very medium was employed with subtle persuasiveness by the tobacco giants to snare millions with such devastating success. Here then is the most effective of them all -- the Marlboro campaign.

The Advertising Age magazine picked the Marlboro Man as the most powerful brand image of the 20th century, and one of the top advertising campaigns of that period. Created by that maestro of Madison Avenue, Leo Burnett, who styled Marlboro Man after the legendary American cowboy -- a ‘strong male’ image, tough, independent, successful and planting the idea that the right brand of cigarette would give you all this. Incidentally, in our days in advertising this iconic campaign was exciting study material.

This is the visual of the press Ad as I recollect : A misty dawn , giving an orange glow to the rolling plains and the distant mountains. A great herd of cattle. Towering over this rustic splendour is the Marlboro Man, tall, handsome, leading a beautifully groomed horse with one hand and on the other a soft blow of a cigarette. The Marlboro Man impossible not to emulate. The Ad was captioned “Welcome to Marlboro Country”.

Three handsome men portrayed this mythical Marlboro Man : David Miller, Wayne McLaren and David McLean. Miller was the original model. They died within eight years, comparatively young. They all died of lung cancer. Surely, need you ask?

Kandy