Reflecting on Marlboro- CLICK NEXT below to view the images.
I treasure the 12 plus years photographing for Marlboro where hundreds of ads were produced. I’ve included a few copies of ads created with the Leo Burnett Ad Agency
from that "Golden Age" of advertising. It was a photographer's dream
(and the occasional nightmare) to work on this account.
These are just a handful of my ads produced from 1978 to the early 90's from various magazines. The agency took images from the their photographers and, by very skillful attention, turned them into the distinctive ads that made the campaign so famous.
They had a timeless and rugged look. It's that mark that set
these ads apart from all others.
It was photographic art in every respect. This look has remained
virtually the same for almost a half century.
Most people believe Marlboro be the finest, most successful and
longest lasting campaign in advertising history. The images had
to be right from the beginning as the age of Photoshop
was not around. The challenge to get it right was paramount.
Admittedly, It was frustrating to see some wonderful images
eliminated because of closed eyes, horses or cowboys in the
wrong attitude and list goes on.
I owe great thanks to the cowboys and my crew: Rep Jim Christell,
my assistants, CiCi Fox, Fred Mullane and Michael Cole for their
contribution to the success of those years.