Marlboro Man
The Marlboro Man is a figure used in tobacco advertising campaigns for Marlboro cigarettes. In the United States, where the campaign originated, it was used from 1954 to 1999. The Marlboro Man was first conceived by Leo Burnett in 1954. The images initially featured rugged men portrayed in a variety of roles but later primarily featured a rugged cowboy or cowboys, in picturesque wild terrain. The advertisements were originally conceived as a way to popularize filtered cigarettes, which at the time were considered feminine.
Orange Man (advertisement)
In 2013, "The Guardian" referred to Tango as the "original gangster of viral marketing", saying that "Orange Man" "was all it took to engage viewers", and that no "Tango crusade since has managed to recapture that lightning in a 500ml bottle." Marketing Society's website The Library states that "Orange Man" is the reason why Tango is included in their list of the "golden brands of 1992". Furthermore, "Campaign Live" stated that "no commercial better symbolized the creative iconoclasm of Howell Henry Chaldecott Lury during the early 90s" than "Orange Man", and presenter Jenni Falconer said the advert was "brilliant, and everybody loved it and everyone thought it was great." In Nicholas Kochan's 1997 book "The World's Greatest Brands", he wrote that the advertisement "succeeded not only in entertaining its audience but also in communicating its taste attributes–the "hit" of real oranges," adding that "the ad's fun scenarios of 'being hooked on Tango' have been extended into other promotions."