The photo above is a 1949 picture from Life Magazine of Clarence Hailey Long, a foreman on a ranch in Texas.  Leo Burnett saw this photo and used it to create the Marlboro Man - their legendary marketing promo that is still in effect to this day.

Marlboro cigarettes were originally marketed to women (as they were filtered), and a cowboy was considered the right way to make filtered cigarettes appeal to men.  However, the cowboy wasn’t the only image they initially tested.  Check out this ad from a 1957 edition of Playboy.  I’ve no idea why he’s sweating, but I can see why this campaign didn’t last: