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The second in our series was an actual real life cowboy, Mr Clarence Hailey Long, Jr (1910-1978). C.H. Long tasted fame in 1949, when LIFE magazine published a series of Leonard McCombe photographs on ranching in the American West.
The series inspired the folks at Philip Morris & Co., who were looking for a new image for their Marlboro cigarettes, originally intrioduced in 1924 as a womens’ brand. The masculine image of the ruggedly handsome cowboy was seen as being the ideal way to appeal to male smokers.
In 1955 Mr. Long was offered a $20,000 annual contract to advertise beer. He gained the admiration of his friends in the Baptist Church by declining the deal.

It is worth noting that Mr Long, like most cowboys, smoked hand rolled cigarettes.


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