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The campaign featured sailors, sea captains, pilots, weightlifters, war correspondents, scientists, and farmers, alongside the slogan-turned-jingle: You get a lot to like with a Marlboro filter, flavor, flip-top box. Rather than using professional models, the agency took a more straightforward approach and cast men who embodied what Burnett described as masculine confidence: We shunned slick professional models, so familiar in cigarette advertising, as well as testimonials

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Wailoo is the author of Pushing Cool: Big Tobacco, Racial Marketing, and the Untold Story of the Menthol Cigarette. In the 1990s, RJ Reynolds singled out Philadelphia as a test market for a new high in tar and nicotine brand called Uptown, but city activists immediately began to fight the effort