Print ad
Come to Marlboro Country — Horse Herd
Marlboro · 1987
- Agency
- Leo Burnett
- Campaign
- Marlboro Country
Analysis
A cowboy rides beside a herd of horses above the Marlboro packs. The landscape supplies a world associated with independence.
“Come to Marlboro Country.”
lifestyle worldrecurring characterproduct association
Why it worked
The cowboy links separate ads through a familiar character. The open landscape sells an identity while the packs identify the product.
Lesson
Build a consistent visual world, and examine the gap between its promise and the product.