Leo Burnett and the Marlboro Man

Leo Burnett spent much of his 60 year career in the creation of images. Creative spirit, a constant search, a great desire to do good work, bring it to perfection has become the main component of the success of the Barnett. As a journalist, Leo Burnett worked as a reporter, copywriter, an employee of an advertising agency. In 1935 during the Great Depression, when the country's economic downturn took place, and unemployment was high, Barnett created his own advertising agency, now known as Leo Burnett Worldwide.

In 1954, Leo Barnett began running advertising campaign Marlboro tobacco products from the company Philip Morris. Leo has been tasked to popularize filtered cigarettes, which was considered women's cigarettes in that time. Advertising campaign aimed at men, had to change the slogan Mild in May and be stamped in the mind the image of tough masculinity.

Leo Burnett has a professional custom look of old newspapers and magazines. One day in the same edition of the life of Leo saw a picture of a cowboy, which inspired him to create the Marlboro Man. "Although a few images Marlboro existed, but the image of the cowboy was the most popular and became the main image in the next campaign Marlboro and Marlboro Country.

Marlboro cowboy is a strong voice in the saddle against the backdrop of a severe nature and the American prairies. The archetype of the brave conqueror of the Wild West has found a response not only in American hearts, he made the best-selling Marlboro brand in the world. A national advertising campaign "Marlboro Man was included in school textbooks as the most successful in the history of advertising.