The Marlboro Man is a figure used in tobacco advertising

Tobacco advertising

Tobacco advertising is the advertising of tobacco products or use by the tobacco industry through a variety of media including sponsorship, particularly of sporting events. It is now one of the most highly regulated forms of marketing...

 campaign

Advertising campaign

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication...

 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

Leo Burnett

Leo Burnett was an advertising executive who created the Jolly Green Giant, the Marlboro Man, Toucan Sam, Charlie the Tuna, Morris the Cat, the Pillsbury Doughboy, the 7up "Spot", and Tony the Tiger....

 in 1954. The image involves a rugged cowboy

Cowboy

A cowboy is an animal herder who tends cattle on ranches in North America, traditionally on horseback, and often performs a multitude of other ranch-related tasks. The historic American cowboy of the late 19th century arose from the vaquero traditions of northern Mexico and became a figure of...

 or cowboys, in nature with only a cigarette

Cigarette

A cigarette is a small roll of finely cut tobacco leaves wrapped in a cylinder of thin paper for smoking. The cigarette is ignited at one end and allowed to smoulder; its smoke is inhaled from the other end, which is held in or to the mouth and in some cases a cigarette holder may be used as well...

. The advertisements were originally conceived as a way to popularize filtered cigarettes

Cigarette filter

A cigarette filter has the purpose of reducing the amount of smoke, tar, and fine particles inhaled during the combustion of a cigarette. Filters also reduce the harshness of the smoke and keep tobacco flakes out of the smoker's mouth.-History:...

, which at the time were considered feminine.

The Marlboro advertising campaign, created by Leo Burnett Worldwide

Leo Burnett Worldwide

Leo Burnett Worldwide is an American advertising company, created in 1935 by Leo Burnett. The company was opened in Chicago in 1935. In 1950 the company started its two first major advertising projects, for Kellogg’s and P&G....

, is said to be one of the most brilliant advertisement campaigns of all time.