This is the last Cigarette commercial shown on TV in the U.S. before the ban in 1971. It was shown at 11:59 pm, January 1, 1971 on the Johnny Carson Show. The actress/model is Veronica Hamel from the TV show _Hill Street Blues_.
As of Jan. 2, the 1970 congressional ban on radio and TV cigarette advertising takes effect, stripping the broadcast business of about $220 million in advertising.
Philip Morris, with the Marlboro cowboy, has capitalized on what the cigarette advertising industry realized as an unique quality in its products. The irrational appeal of the strong individual is bolstered by the strong geometric design of the red, white and black-lettered flip-top package. It was designed by Frank Gianininoto in 1954 and carefully tested through consumer surveys by Elmo Roper&Associates and the Color Research Institute.(Advertising Age 11/9/88) When displayed on open cigar counters consumer reaction was gauged on hidden cameras as their eyes settled on the bright packaging. Like a cowboy's holster for his favorite gun the packaging makes a statement. It is estimated that the average smoker removes his or her cigarettes 20-25 times a day.
Some say the Marlboro Man died of cancer brought on by too many cigarettes, and that it was his own fault. If he were to fall sick today, he might have a better chance of pinning the blame on the companies that sold him the deadly weed.