Marlboro Oral History and Documentation Project, ca. 1926-1988
Philip Morris, Inc
Ellsworth, Scott Dr
Leo Burnett, Inc
Slides: film, 35mm
Videotape cassettes, VHS
17.4 cu. ft.: 86 boxes
40 videotapes (13 original, plus copies)
Proofs (printed matter)
Philip Morris, Inc. was originally a British company dating from 1847. Incorporated in U.S. 1919; overseas division established 1955. Diversified by acquiring paper, beer, soft drink, and packaged goods companies; became largest U.S. tobacco company. Marlboro cigarettes introduced 1924, "reintroduced" 1954. "Marlboro Country" is a landmark advertising campaign in which western American imagery became the motif for Marlboro cigarettes. By 1963, the "Marlboro Country" campaign had become the exclusive imagery for advertising the cigarette.
Dr. Scott Ellsworth, oral historian, conducted interviews, 1985-1987, with 60 persons associated with Marlboro advertising and marketing. 27 interviews were conducted overseas, in Argentina, Brazil, the Dominican Republic, Hong Kong, Switzerland, and West Germany.
Documents the development of Marlboro cigarette advertising, 1954-1986, through oral history interviews and related print and electronic media. Print ads, posters, and commercials complement the interviews by providing visual records. Additional information in Research, Interviewee, and Administrative files to place individuals and advertisements into historic context.
Interviewees (listed below) include Philip Morris executives, advertising agency personnel, photographers, production staff, sales and marketing personnel, and cowboys who modelled for print ads and television commercials.
Series 4: includes (4.1) proof sheets from the Marlboro Country campaign, 1981-1986; (4.2) Marlboro posters in English, Spanish, and German, 1984-1985; (4.3) 35mm color slides of Marlboro print advertisements (2 sets), 1927-1986; (4.4) Marlboro television commercials, 1955-1986 (master and researcher videotapes); (4.5) Marlboro radio commercials, 1956-1957 and 1986.
Marlboro Oral History and Documentation Project, 1926-1988, Archives Center, National Museum of American History