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
The upshot in the popularity of the cigarette, coupled with the end of the war, brought a new high average to the Danville Market in 1917 of $31.76 per hundredweight
"I realized that standing makes me more energized throughout the day
Mogens said: "The giraffe, despite chewing on the bone to extract minerals looked distinctly like it was puffing on a cigarette