The Marlboro Man is a figure used in tobacco advertising campaigns for Marlboro cigarettes. In the United States, where the campaign originated, it was used from 1954 to 1999. The Marlboro Man was first conceived by Leo Burnett in 1954. The images initially featured rugged men portrayed in a variety of roles but later primarily featured a rugged cowboy or cowboys, in picturesque wild terrain. The advertisements were originally conceived as a way to popularize filtered cigarettes, which at the time were considered feminine.

The Marlboro advertising campaign, created by Leo Burnett Worldwide, is said to be one of the most brilliant advertisement campaigns of all time. It transformed a feminine campaign, with the slogan "Mild as May", into one that was masculine, in a matter of months. The first models were a Navy lieutenant and Andy Armstrong, the ad agency's art supervisor. Other early models were sales promotion director of Philip Morris, Robert Larking, and others from the Leo Burnett ad agency, Lee Stanley and Owen Smith. A number of models who have portrayed the Marlboro Man have died of smoking-related diseases.

Cowboys proved to be popular, which led to the "Marlboro Cowboy" and "Marlboro Country" campaigns.

Beware of Phony reprint reproductions on the internet. Some have no breast pocket and the tag is clearly not the original on others.

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