Marlboro

Situation: Philip Morris wanted to introduce yet another extension to the Marlboro family of brands and they wanted to target the young adult male. The imagery was to be distinctively Marlboro with a western flavor. The brand would be called Marlboro Mediums. Solution: Back in the old days at Leo Burnett when cigarette advertising was allowed you typically had to create extremely tight comps to show the clients. This usually meant using stock photography. We somehow managed to talk Chuck Kuhn into shooting our campaign on spec. The Philip Morris client loved the imagery but in the end decided to go with the campaign that showed ultra close-up shots of cowboy images like spurs, work gloves and the like. It still turned out to be a great experience for us. We got to shoot with Chuck, got some pretty nice samples for our books and he ended up getting a lot of great shots, one of which he used for his Black Book ad.