Leonard McCombe and The Marlboro Man

If a picture is worth a thousand words, then Leonard McCombe's image that inspired the Marlboro Man campaign is worth over $15 billion.

The photograph above shows Clarence Hailey Young, a foreman at the JA Ranch in Texas. McCombe had set out on assignment by Life magazine to document the real way of life of these cowboys, dispelling the glamorous image of most Hollywood movies at that time for the harsh and difficult work of ranching reality. 

Something in that 1949 photo must have caught the eye of legendary advertising executive Leo Burnett who later used it as his template for the Marlboro Man. Young's wrinkled and unshaven face framed by a large cowboy hat and bandana around his neck looked perfect to the ad executive. The fact that he had a lit cigarette on his lips probably convinced Mr. Burnett to choose the cowboy lifestyle for his advertising campaign.

The campaign for Marlboro was meant to include other macho professions, but the cowboy image emerged to be the clear winner. The choice obviously worked for Phillip Morris as the original filtered cigarettes which were first advertised for women as "Mild as May" became the winning ingredient when one tried to picture the place "Where the Flavor is." Within two years, sales of the cigarette increased three-fold.

Darren Winfield was the first commercial Marlboro Man, with many other actors and real cowboys following in his footsteps. Similarly, many photographers, including Jim Krantz and Sam Abell were commissioned to make the iconic ads.

Ultimately, the campaign would last just until counter-campaigns from health advocates became too overwhelming. It didn't help that some of the actors used in the ads later died of lung cancer.

While most tobacco companies nowadays have shifted their advertising campaigns away from the cowboy image, the original idea has been considered to be one of the most successful ad campaigns of all time. And to think that McCombe's Marlboro Man shot sparked the idea that would be worth millions of dollars from what was originally a ladies' cigarette.