100 Days of Leo Burnett, the Midwestern Master of Mascots DAY 18

Here’s today’s Leo:

In a world where nobody seems to know what’s going to happen next, the only thing to do to keep from going completely nuts from frustration is plain old-fashioned work.” — Leo Burnett

In The Art of Writing Advertising | Conversations with Masters of the Craft, AdAge Interviewer Denis Higgins talks to Leo Burnett:

TATTOO MAN — In the notable campaign of Leo Burnett and staff for Marlboro, the first ad pictured a cowboy. This one — No. 2 — still depicts the masculine (with the now-famous tattoo), but in white tie and tails. Says Mr Burnett: “I think [our effort] typifies the Chicago school of advertising … we try to be more straightforward without being flatfooted. We try to be warm without being mawkish.”

Marlboro Man Tuxedo and Tattoo