Except the real Marlboro Man never smoked — at least not the "original," an individual by the name of Bob Norris who featured in the brand's early TV commercials. A Colorado rancher who was offered the job after being seen in a photo with his friend John Wayne, Norris reluctantly became the face of an overwhelmingly successful advertising campaign by the Leo Burnett agency that made Marlboro the world’s top-selling cigarette brand by the 1970s. But while Norris epitomized the Marlboro Man’s image of rugged individuality, he ultimately proved too principled to last in the role; when his children asked why he was promoting a product they were forbidden to try, he reportedly hung up his Stetson after 12 years of cigarette pitch work.

Of course, Norris was an anomaly among his Marlboro brethren. While he lived to the ripe old age of 90, others who followed in his bootsteps learned the hard way what decades of smoking could yield, with several later publicly speaking out against the habit before dying from smoking-related illnesses. With the health risks all but impossible to ignore by the time a civil settlement was reached between the major tobacco companies and most U.S. states in 1998 (in which the companies paid out billions of dollars to compensate for taxpayer money spent on tobacco-related diseases), the Marlboro Man was sent riding into the sunset of Marlboro Country by the close of the 20th century.