Eric Lawson is the latest to join the list of “Marlboro Men” to be killed by cigarettes .
Lawson passed away on January 10th at the age of 72. The cause of death was respiratory failure due to a smoking related illness.
Lawson, an actor, donned the cowboy getup in the late 70s, taking on the persona of the über masculine “Marlboro Man.”
The campaign originated in 1954 and quickly transformed the cigarettes, previously known for their feminine “Mild as May” tagline, into a mainstream macho must-have.
James Twitchell, author of 20 Ads That Shook the World, described the success of the campaign to the BBC:
“The Marlboro Man was strong, powerful. He never speaks. He’s so tough… The genius of the ad is that at the same time there was a rising realization that this thing will kill you, it was identified with a character who was, on the face of it, indomitable.”
Clearly, as time has told us, these men were not indomitable. Wayne McLaren was the youngest to pass away from lung cancer at 51. Richard Hammer and David McLean developed lung cancer and passed away at 69 and 73 respectively. David Millar died from emphysema at 81.
Some may consider 81 a long life, but most would like to live past 51. The younger McLaren went on a crusade against Phillip Morris (owner of the Marlboro brand) after his diagnosis. He is quoted as saying:
“Tobacco will kill you, and I am living proof of it.”
Eric Lawson was a public supporter of anti-smoking campaigns, despite his inability to quit. After all of his struggles, his wife Susan had this to say about his death:
“He knew the cigarettes had a hold on him. He knew, yet he couldn’t stop.”
The Marlboro Man might be a symbol that dies with its last living icons. The reality of smoking has set in. There’s more at stake than your image.
