The campaign featured sailors, sea captains, pilots, weightlifters, war correspondents, scientists, and farmers, alongside the slogan-turned-jingle: You get a lot to like with a Marlboro filter, flavor, flip-top box. Rather than using professional models, the agency took a more straightforward approach and cast men who embodied what Burnett described as masculine confidence: We shunned slick professional models, so familiar in cigarette advertising, as well as testimonials
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The sale of luxury watches rocketed 185.1%, sales of sunglasses went up by 13%, books and magazines by 9.6%, food and confectionery by 7.3%, and pharmacy goods by 5.5%