66. LUX LADIES OF THE 1960s-75

LUX LADY. Marlene Daudén (b. 1941 in Philippines) is a top dramatic actress 

known for Gumuhong Bantayog (1960), Salamisim (1968) and Milarosa (1965). 

This  St. Scholastica graduate is married to Ernesto Hernaez. Print Ad, 1965.

LUX Beauty Soap was introduced way back in 1925,  a luxury soap made with costly French perfume that was behind the beauty of some of the glamorous stars of Hollywood—including Elizabeth Taylor, Audrey Hepburn and Marilyn Monroe. 

Susan Hayward, 1953

Advertising showed ordinary looking women with direct references to lovely leading ladies from the era. It was the Philippine Refining Company (est. 1916, now Unilever Philippines), maker of familiar household items like Camia Cooking Oil, Ever  Fragrant Soap and Lifebuoy Health soap,  that launched the local Lux to the Philippine market in the early 50s.  By the mid 50s, Lux was a rising brand, a worthy competitor to Procter & Gamble PMC’s, Camay.

The first 50s black and white print ads featured both local and international movie stars. But in the 1960s, with J. Walter Thompson as the agency of Lux, advertising became more fresh and sophisticated, aligned with the U.S. campaign. Using Filipina movie stars as role models, Lux’s strategy was to build relevance by looking at beauty through the consumer’s eyes.  The print series that ran from the 60s to 70s featured these lovely celebrities who were then looked up as epitomes of beauty and elegance. 

Lux Lady,JOSEPHINE ESTRADA BROWN, 1965

Josephine Estrada (b.) was the Philippine representative to the 1962 Miss Universe Beauty Contest in Long Beach, California. She had also been  Miss Luzon (first runner-up) to Edita Vital in 1960 and was Miss Aviation of 1961. She became an actress and appeared in Apat na Kagandahan (1965), Gintong Recuerdo (1965) and Holiday in Bali (1962). 

Lux Lady, DAISY ROMUALDEZ, 1965

Daisy Romualdez (b. 1938) is a Filipino-Spanish actress who  starred in many Sampaguita Pictures productions including Silveria (1958), Si Darna at ang Impakta (1963), Show of Shows (1964)and Hinango kita sa Lusak (1967). Married to basketball player Manny Paner, she has two showbiz  daughters,Kristina and Danita Paner. Her sister , Blanca Gomez, was a well-known 60s star.

Lux Lady, MAGGIE DELA RIVA, 1966

Maggie de la Riva (b.1942) is a Filipino movie actress, who has appeared in about 40 films. She was also a former Miss Caltex candidate and also dabbled in commercial modeling.  She is best remembered for the sensational rape case in 1967 involving sons of affluent families who were eventually convicted and executed. 

Lux Lady, LIBERTY ILAGAN 1965

Liberty Ilagan (b. 1943) comes from a Philippine showbiz family which counts such luminaries as Director Gerardo de León (father), Robert Arevalo, Jay Ilagan (cousins), Tito Arévalo, Ángel Esmeralda, Eddie Ilagan (uncles). She was first married to Rod Ongpauco, a restaurateur, then to Carlos Lardizabal, a lawyer from Los Angeles, California.

Lux Lady, ROSEMARIE, 1968

Rosemarie Sonora (b. 1948) was a member of Sampaguita Pictures Stars ’66, a group of young love teams who appeared together in movies as Mga Bata ng Lagim (1963) and Jamboree 66. She was often paired with Pepito Rodriguez and Ricky Belmonte, whom she later married. Their children are: Sheryl, Renzo and Patrick Sonora.

Lux Lady, SUSAN ROCES, 1966

Susan Roces or  Jesusa Sonora (b.1941) is a superstar actress from the 60s. Bacolod-born Susan was known by several names—Manang Inday, Queenof the Philippine Movies, The Face that Refreshes.  She is the widow of action Fernando Poe, Jr. and mother of senator and presidential candidate,  Grace Poe. A sibling, Rosemarie, was also a 60s actress. She appeared in hit movies such as Amy, Susie and Tessie, Cover Girls (with rival Amalia Fuentes), and Patayin mo sa Sindak si Barbara. 

Lux Lady, AMALIA FUENTES, 1969

Amalia Fuentes (b. 1940), in her heyday, was the premiere star of Philippine cinema and was known as the local answer to Elizabeth Taylor.  She appeared in popular movies like Movie Fan (1956), Hahabol-Habol, (1957) and Ang Senyorito at ang Atsay (1963) She married her love team partner, Romeo Vasquez, with whom she had a daughter (+) Liezl, and later Joey Stevens, the father of her son Geric. A Muhlach, she is the aunt of actors Aga and Niño Muhlach.

Lux Lady, VILMA SANTOS, 1970

Vilma Santos (b. 1953), or Ate Vi, is a Filipino actress and politician. Launched in the 1963 movie “Trudis Liit” for which she won a FAMAS Best Child Performer Award, Santos was also known as Star for All Seasons,  Grand Slam Queen, and as the longest reigning Box Office queen of Philippine cinema. Santos is married to senator Ralph Recto and served as governor of Batangas, mayor of Lipa and now, Representative of the Lone District of Lipa. Her children  include Luis (with Edu Manzano) and Christian. 

Lux Lady, GLOIA DIAZ, 1975.

Gloria Diaz (b. 1951) is the country’s first Miss Universe, atitle she won in 1969. Adfter her reign, she became a movie star, appearing in “Ang Pinakamagandang Hayop sa Balat ng Lupa” (1975) and popularizing the so-called “wet scenes”. She has since proven herself to be an excellent actress, with major acting awards to her name.

65. For a lot of charming--manicura! CARONIA NAIL POLISH

CARONIA FULL COLOR AD, 1970.

The early years of the Philippines’ most widely-known nail polish brand in the 60s are rather obscure. A quick check on the CARONIA website reveals that it was in 1968 that Don Vicente Ang and wife Belen, founders of Vibelle Manufacturing Corporation, launched the first locally produced nail polish brand in the country called, CARONIA. CARONIA was supposedly named after  the luxury ship, RMS Caronia.

EARLY CARONIA NAIL POLISH AD, 1959.

However, print ads of CARONIA have been appearing in magazines since the late 1950s, featuring hand drawn illustrations of the product.

CARONIA MAGAZINE AD, 1961

The CARONIA ads and the product labels, however, did not include the name of the manufacturer—but the familiar CARONIA font is consistent with ads from the 1970s. In 1961, CARONIA produced its first full-color print ads.

CARONIA IN COLOR, 1961

The first CARONIA TV ad I remember featured Japanese-looking mod models  in Twiggy haircuts and micro-minis dancing to a catchy Japanese-sounding jingle with nonsensical lyrics—sung by a clearly non-English speaking singer. The lyrics were all muddled up and to my ears, the words sounded vaguely like this:

CARONIA, CARONIA…ika bufini—manicura!

For a lot of charming—manicura!

CARONIA, CARONIA..

Confucius say, it’s CARONIA!

For many years, I thought that CARONIA was made in Japan, as the look of the TVC had a trademark Japanese look! The company website tells us that the TVC came out in 1968 on black and white TV. The copy of that memorable first CARONIA is long gone, but a local TVC version using the same jingle was produced in the very early 80s with star-for-all-seasons Vilma Santos now doing the dancing.

WATCH THE VILMA SANTOS

CARONIA TV AD HERE:

It was rehashed again in the mid-1990s, and the new commercial--choreographed by Douglas Nierras and directed by Fritz Infante—sought to replicate the success of the first commercial with Filipino dancers doing similar dance steps in front of a giant product mock-up of a CARONIA bottle. The jingle was reworded with a more sensible lyrics set to a livelier arrangement.

WATCH THE '90S CARONIA TV AD HERE:

CARONIA was beset with more competition in the next decade, but it chose to present its products judiciously outside of advertising. But in 2008, an all-new CARONIA commercial was seen on TV starring the band Imago. Along with the contemporary hip-hop dance moves and special effects was a new CARONIA jingle commissioned from the band.

LISTEN TO THE NEW CARONIA JINGLE

BY IMAGO HERE:

The completely new jingle was fresh and sophisticated alright, but there’s nothing as original as the first CARONIA jingle—nonsensical lyrics and all!

SOURCES:
Vilma Santos Caronia Ad, uploaded by STARSTAR
Caronia youtube videos: from Caronia Philippines

64. BACK-TO-SCHOOL? BACK TO YESTERDAY'S SCHOOL SUPPLIES!

PRODUCT LINES OF H.G. HENARES &  SONS as of 1961.

As a new schoolyear begins, the hunt is on for new school supplies needed by students to get through another year of learning, experimenting, solving problems and making reports. In the 50s, there were already established stores that carried school supplies from leading distributors and manufacturers. H. G. Henares & Sons, Inc. was one such enterprise, established by Hilarion Henares Sr. back in 1939. By 1961, it operated an industrial complex that manufactured  crayons, school chalks, water color, erasers, paste and other school supplies. It held the exclusive license to manufacture the famous Gold Medal Crayola brand of crayons (1953), Old Town Carbon Paper and Typewriter Ribbons (1955) and Parker Quink Ink (1956).

CORONA SUPPLY, Print Ad, 1955

Meanwhile, student so mathematics, geometry and engineering can get their compasses, protractors, rulers and triangles from Corona Supply Co., established way back in 1920. It was known for its imported school and office supplies carrying name brands like Staetler and Faber Castell.

CASTELL SLIDE RULE, Print Ad, 1959

 The best-selling product among students of engineering were the Castell Slide Rules--used for trigonometric functions mostly---and now an extinct educational tool replaced by new and powerful calculators.

VASQUEZ BROS.&CO. INC. Print Ad, 1955

Aside from Corona, Vasquez Bros. was another happy hunting ground for school supplies and educational materials. It had branches in Recto, Sta. Cruz and Quiapo and was just as well-known as Goodwill and National Book Store in those days.

MONGOL PENCIL, Print Ad, 1964

No one got through school without a pencil--the basic instrument for writing. And when one mentions pencils, the top-of-mind brand is undoubtedly, Mongol. The pencil was an original product of Eberhard Faber, a pencil factory in Germany. As mentioned, Henares & Sons acquired the license to manufacture the world-renowned pencils, until Amalgamated Specialties Corp. took over. Today, Mongol Pencils--the most popular brand patronized by Filipino students--are manufactured in China.

OLD TOWN CARBON PAPER, Print Ad, 1965

For making duplicates of book reports and theses, Old Town Carbon Paper was indispensable--it made copies fast, without smudges and blurs. Like Mongol, it was manufactured by Amspec,

PARKER QUINK INK, Print Ad, 1957

Time was when the use of fountain pens was limited to students of means and to elite private schools. The ink of choice was the revolutionary Quink made by Parker Pen Company. Unlike other water inks, it was alcohol-based so it dried by absorption, rather than evaporation.  A washable version--perfect for messy students--was introduced in 1957.

 Remember, it really doesn't matter whether your school supplies were bought from Divisoria or from National Book Store. What matters more is acquiring an education so that you become a better version of yourself!

63. Creative Guild's 1989 TV Ad of the Year: SARSI, 'ANGAT SA IBA' TVC 45s

SARSI, ANGAT SA IBA, 1989 Creative Guild TV Ad of the Year

“Big, brown & beautiful…”

The stunning 1989 ad of the year remains an industry classic and epitomized the kind of assignment that every creative person dreams of one day finding in his pigeonhole.”That was a fluke,” declares Nonoy Gallardo, former basic/FCB executive director and now, president of Creative Partners.

“Our clients gave us complete freedom, it was a new situation, and we were experimenting with a new sound. Serendipity talaga. There will never be another account like that again”

The account was Cosmos Bottling Corporation, an old softdrink manufacturer with such an image problem, Gallardo recalls, citing the mountains of research conducted by Basic/FCB in preparation for the five-agency bid, that store owners were actually ashamed to carry the brand. “All they remember was the SARSI with egg. The brand needed a complete overhaul.”

The overhaul began when Cosmos was newly acquired by the Concepcions, who wanted it relaunched in a big way. “Suddenly,” recalls the SARSI copywriter and now Jimenez/DMB&B creative director Teddy Catuira,”there was this brand with a heritage, but with very poor communications that wanted to go against the giants.”

It was decided early on, Catuira says, that music would be the main weapon of choice. “What better way did you have of reaching the youth?” explains Gallardo. “But if we came up with a typical Top 40s song, luma kami sa Coke and Pepsi.”

Serendipity proved to be the savior because, at the same time, Katha, the organization of songwriters of which Gallardo is an active member, had been toying around with the concept of genuinely Filipino music, searching for an amalgam of influences and northern and southern  rhythms that could be considered distinctively Pinoy. They called it “Brown Music,” and Gallardo and his collaborator, composer Ryan Cayabyab, suddenly found themselves with a perfect venue for experimentation. “We took Ryan and his keyboard to the presentation.” Gallardo laughs,”and we lectured the client about the lack of dictinctiveness of Filipino music.”

Soon, a series of commercial heralding the advent of the “Bagong Tunog” was in the works, featuring independent ads that gave unique personalities to SARSI, Cheers and Pop Colas as Basic/FCB plunged into a flurry of activity. The Creative Guild chose SARSI’s “Angat sa Iba” 45 seconder as the TV Ad of the Year.

The SARSI material, Catuira says, was written in a flash---as in, about 10 minutes before Cayabyab had to put the words to music. With SARSI being “neither here nor there, east meets west,” as Catuira explains it, it was the angle of versatile superiority that ultimately drove the ad.

WATCH SARSI "Angat sa Iba" TVC here:

Director Jeric Soriano, art director Egay Oliva and the whole creative team “poured on the creativity,” Gallardo recounts, and holed up in a studio to shoot what became a colorful celebration of departure from the norm.

Swimmers and dancers leapt  joyously out of acrowd of carbon copies, while precision dancers and kabuki masks provide the uniform assembly-line backdrop for the welcome upstarts. The proposition was simple  and not too presumptuous: try this product if you’re tired of the obvious two-faced big brand monopoly—just for a change.

“Ganoon nga ba talaga?” the a capella beginning chorus questioned, “pare-pareho na lang ba?” before thumping into a vibrant and triumphant “Mag-SARSI ka para ma-iba!’ It was definitely high-gloss softdrink advertising, with a strong Filipino heart, and the audience could tell the difference immediately.

The timing was also perfect, Catuira recalls, as “there was still this post-EDSA hype about being Filipino.”  This “upsurge of nationalism.” Gallardo adds, filtered out to the rest of the industry, as other agencies and production houses cheered the team on.”Everyone was excited and everybody saw it as an industry accomplishment. They wanted to show the Hong Kong people that we were just as good at production as anybody else.

SARSI skyrocketed back into the national consciousness, reappearing in restaurants and stores. The erstwhile snooty storeowners were begiing dealers for cases of the “Bagong Tunog” softdrinks. And, Gallardo claims, the ad remains a reference for the creative advertising that did its job very well.

CREDITS:

AGENCY: Basic/ FCB

ADVERTISER: Cosmos Bottling Corporation

PRODUCT: Sarsi

CREATIVE DIRECTOR: Nonoy Gallardo

COPYWRITER: Teddy Catuira

ART DIRECTOR: Egay Oliva

PRODUCERS: Mario Sarmiento, Roby Ablen

DIRECTOR: Jeric Soriano

CINEMATOGRAPHER: Rody Lacap

PRODUCTION HOUSE: Production Village

Source:

PERFECT 10: A Decade of Creativity in Philippine Advertising, published by the Executive Committee of the Creative Guild of the Philippines, an affiliate of the Association of Accredited Advertising Agencies of the Philippines. Manila, 1995

62. Brand Names That Became Everyday Pinoy Words #3: FRIGIDAIRE (Pridyider)

Almost all refrigerators have come to be called as "Pridyider" by folks growing up in the  60s,. thanks to "Frigidaire", a brand made by General Motors. The brand, introduced in 1958, also gave us the term "fridge", the diminutive of refrigerator. Print ad. 1961.

Like the television, the electric refrigerator was first introduced in the Philippines in the 1950s. Before that, housewives preserved their food in ice boxes, cooled by ice. One of the earliest refrigerator brands to reach the Philippines was called “FRIGIDAIRE”. It was such a very popular brand—despite the availability of other  refrigerator brands like Felda, Electrolux, Admiral (distributed by Yutivo Steel) and General Electric—that after while, Filipinos started to refer to any refrigerator as “FRIGIDAIRE” (or “pridyider”).

1963 FRIGIDAIRE AD.

The “FRIGIDAIRE” brand had its beginnings in 1913 when the first electric refrigerator was offered in the market. . Alfred Mellowes redesigned it in 1915 and the next year,  the Guardian Frigerator Company was put up in Detroit, Michigan  to manufacture Mellowes' refrigerator. General Motors bought the company in 1918 and named its refrigerator “FRIGIDAIRE”, which they mass-produced and marketed. The new breakthrough home appliance provided much convenience in preserving and storing food like never before and families quickly began snapping them up.

By 1929 FRIGIDAIRE had sold one million units and business expanded exponentially. The product was further improved in  1931, when FRIGIDAIRE scientists developed Freon--a safe and revolutionary coolant. In 1958,  FRIGIDAIRE rolled out its  50 millionth product and became worldwide bestseller. That same year, FRIGIDAIRE was introduced in the Philippines, where it was manufactured by Refrigeration Industries Inc., with the full technical backing of General Motors Corp. Refrigeration Industries Inc. was a 100% Filipino-owned subsidiary of the Gregorio Araneta Inc, with an assembly and manufacturing plant in Quezon City.

1965 FRIGIDAIRE AD, expounds on the refrigerator's durability.

The early "Sheer Look" FRIGIDAIRE models had many modern features like instant internal lighting, easy-pull out shelves, hydrator bin, and egg and butter compartments. Initially, they were exclusively distributed by the American company, Erlanger and Galinger Inc., which had branches in Cebu, Bacolod, and Davao. Later, they could be seen at the showrooms of  United General Industries, Inc, and even Botica Boie.

1963 FRIGIDAIRE CHRISTMAS AD,

Other outlets were quickly added nationwide—Pioneer Appliances, Inc., Cosmopolitan Jewelry, Merit Merchandising and DMC (Distributors and Marketing Corporation) and its provincial branches.

“First name you think in refrigerators—FRIGIDAIRE” was bannered in early product ads—which apparently was true since the brand name became top-of-mind among many upper and middle class Filipino families. 

PRIDYIDER, horror movie poster

FRIGIDAIRE would go on and produce its first air cooled window air conditioners,  first compact electric range, and the first laundry center with washer and dryer—but Filipinos would always associate the name only with refrigerators.

Eventually, “pridyider” became an everyday word in our language, finding its way into our pop culture. There was even a top-notch MICAA basketball team in the late 70s called “FRIGIDAIRE" and at least two horror movies involving a “Pridyider” were produced.

In 1979, White Consolidated Industries (WCI) bought Frigidaire from General Motors, which, in turn was purchased by AB Electrolux of Sweden in 1986.

Electrolux continues to produce FRIGIDAIRE refrigerators today. One thing remained constant in this fast-changing world; then, as now, we call refrigerators--"Pridyider!". 

61. Promotional Premiums: CAFE PURO FOLK DANCE GLASSES, 1967

INSTANT CAFE PURO FOLK DANCE GLASS PROMO, Launch Print Ad, featured the ceremonial dance of the Maranaos, called "Singkil". It was popularized by the world-famous Bayanihan Dance Troupe. 1967.

Cafe Puro Folk Dance Glasses

INSTANT CAFE PURO was a product of the original Commonwealth Foods Inc. that was founded in 1951. 

It produced ground coffee beginning in 1952 and in 1956, ComFoods Inc. opened the country’s first instant and soluble coffee manufacturing plant. 

Café Puro—known for its brewed coffee taste—became its flagship brand. By the 60s, Cafe Puro was an established local coffee brand that became very popular nationwide.

In 1967, flavor-rich Instant Café Puro, launched a promotion that promised to bring exciting news to your coffee table. Café Puro was packaged in crystal glasses tastefully decorated with Folk Dance designs in various colors.

There was a selection of 12 dances to choose from, from Singkil, Maglalatik, Pandanggo sa Ilaw to more exotic dances like Tahing Baila and Bontoc War Dance. 

Instant Café Puro’s Folk dance promo proved to be a hit—consumers started collecting the durable glasses illustrated with folk dances made popular by the world-renowned Bayanihan Dance Troupe.

Later in the year, after giving away these beautiful glasses, Instant Café Puro offered Party Pitchers and Beverage Shakers that replicated the folk dance designs of the glasses.  These premiums were available in all variants: Le Cafe, Soluble Café Puro and Instant Café Puro.

Today, these Café Puro Folk Dance Glasses  can be found in collectible shops and thrift stores—still collectible after all these years. They make better freebies than those pricey mugs that today's brewed coffee shops sell--all you get is their company logo. In 1967, you get to drink and dance with Instant Cafe Puro!

60. PHILIPPINES IS MARLBORO COUNTRY

THE PHILIPPINES IS MARLBORO COUNTRY. The local adaptation of the immensely-successful Marlboro advertising campaign featured familiar scenic spots like lakes in exotic Zamboanga, Banaue Rice Terraces, Taal Volcano and Manila's skyline--instead of rugged Western frontiers. 1965.

MARLBORO MAN.
Pix: philosophyofshaving. wordpress.com

Marlboro Cigarettes of Philip Morris  gave the advertising world the most iconic brand image of the century—the Marlboro Man—the macho and rugged American cowboy that catapulted the cigarette brand as the best-selling cigarette in the world.

The Marlboro Man campaign was a sharp detour from the 50s beginnings of the brand, when Marlboro was advertised to appeal to women smokers with a taste that’s as “mild as May”.

The agency Leo Burnett, in its attempt to expand the appeal of Marlboro, created the masculine icon accompanied by the slogan “delivers the goods on flavor”.

The campaign was an immediate success, and the Marlboro Man was rolled out nationwide in the U.S. in 1955, resulting in sale of over $5 billion, an astounding 3,124% increase from 1954.

The agency then shifted to other manly types—from tattooed men, devil race car drivers and ball players—all of which proved to be effective.

WATCH VINTAGE MARLBORO COUNTRY

COMMERCIALS HERE.

The cowboy character however, came back in 1964—in a new mythical environ---the Marlboro Country, where these virile men in white hats rode their horses into the sunset, sat quietly before campfires, with flames crackling, an open Marlboro pack in their hands. The slogan was an invitation to "Come to where the flavor is”. The memorable soundtrack music was actually from the 1961 movie "The Magnificent Seven",  composed by Al Caiola. The version of Oscar award-winner Henry Mancini became very popular. 

MARLBORO MAN trailblazing in Taal. Print Ad. 1966

The Marlboro Man in Marlboro Country was launched in the Philippines at the beginning of 1965. It made use of images of the American cowboy considered by Leo Burnett as "an almost universal symbol of admired masculinity.”

The Marlboro Country settings, however, were localized, perhaps to connect with Filipinos. Instead of  America’s wild frontiers, the Marlboro Man was seen marveling at the world’s smallest volcano in Taal , viewing  the vintas of Zamboanga, contemplating the wonders of Banaue Rice Terraces and watching the high rises of modern Manila.

MARLBORO MAN at the World's 8th Wonder-Banawe Rice Terraces,1966

The print ads were obviously re-composed, but the bizarre visual anachronisms did not matter to the Filipino consumer—the local adaptation of the U.S. campaign was a blockbuster hit, sending hordes of  consumers huffing and puffing Marlboro sticks.

The ominous health care warnings against cigarettes as a cause of lung cancer were publicized in 1957. But even when cigarette advertising was banned from TV in 1971,  the Marlboro Man continued to fuel the growth of the brand, By 1972, Marlboro was the No. 1 tobacco brand in the world.

MARLBORO MAN gets lost in the concrete jungles of Manila. Print ad, 1965.

But more upheavals were coming as anti-smoking movements spread all over America. A Master Settlement Agreement in the 1990s abolished outdoor advertising for cigarettes.  Then , the Food and Drug Administration won regulatory control over the tobacco industry that led to the limiting of sale of branded merchandise, the banning of sports and entertainment sponsorships, and youth market targeting.

It was just a matter of time that the Philippines followed suit. On 23 June 2003,  Republic Act 9211 or the "Act Regulating the Packaging, Use, Sale Distribution and Advertisements of Tobacco Products and for Other Purposes" was by Pres. Gloria Macapagal-Arroyo. In 2007, TV,  radio, movie theaters and outdoor advertising were banned, and in 2008, event sponsorships. The law also prevents celebrities from endorsing tobacco products in advertising. Promotion is limited to point-of-sale and sari-sari store and  in select establishments like restaurants, bars and billiard halls.

MARLBORO MAN RETURNS, Back Cover, April 2000 issue of LIFE Magazine.

The Marlboro Man – a commercial icon both revered and reviled and revered—continues to make its presence felt  in the U.S. today, albeit not in traditional mainstream channels but in direct-to-consumer communications.

A sad postscript to the campaign were the deaths of models David Millar (d.1987, age 81), Wayne Mclaren (d.1992, age 51), David McLean (d.1995, age 73), and Eric Lawson (d.2014, age 72) who all appeared as Marlboro cowboys in countless Marlboro Country ads. They all passed away from cigarette-related lung diseases.

ERIC LAWSON, Marlboro Man from 1978-1981, died of chronic
obstructive pulmonary disease caused by smoking. Picture source:
http://www.latimes.com/nation/nationnow/la-na-nn-marlboro-men-20140127-story.html