46. I wonder…

One the subject of doodling, I realized that fashion designers, when coming up with a design always start out by drawing their vision out. For some designers this includes what the model wearing the garment will look like. After the garment is created, they work with a stylist to put together an outfit aimed towards the person who would wear such design.
Most designs have strong affiliations with the brand name of the designer, clothing designers, like cigarette brands, represent something about your personality. The person who wears Vivienne Westwood is somebody who is different from somebody who wear Acme, and the person who wear Acme is different than the person who wear Salvatore Ferragamo. The list could go on and on, but where would the Marlboro Sky person fit into all of this? What would they wear? How can we tie clothing in with the cigarette.

So here I created two outfits, one for a male and the other for a female. This is what I imagine a Marlboro Sky smoker would wear, my concept for Marlboro Sky is that it is watered down cowboy, it still has the Americana feel but is up-to-date with all the intricacies of the modern world.

In one of my earlier posts, I made a list of elements that you find in “cowboys,” so I decided to reference that list again and attempt to incorporate those elements into these outfits.

What the Marlboro Sky woman would wear…

The orange dress is reminiscent of a dessert sunset, while her turquoise jewelry is that kind you find out west. I noticed that cowboys wear a lot of fringe, an element borrowed from the Native Americans, so I gave her a fringe purse. I opted to not have her wear cowgirl boots because I found that to be cliche, I figured she would need something more updated and modern. My concept for her is that she is from what we would call “Marlboro Country” but gets along way better in the city.

What the Marlboro Sky man would wear…
I chose to use this younger & more cleaned up picture of John Wayne, because that essentially is the Marlboro Sky man, a young and refined urban cowboy. He wears a denim button up, reminiscent of the denim cowboys wore, and a sand colored blazer that is close to the southwest dirt. Instead of giving him cowboy boots, I wanted to stray away from the typical cliches and update him a bit. A pair of metallic loafers kick his look up a notch and his briefcase makes him ready to take on the city, not to mention he cruises around in a classic American muscle car.

44. Marlboro vs. Marlboro Sky…who does what?

So I have decided to do some research and find out what legitimate cowboys actually do out there in the great countryside. It is basically a compilation of what Marlboro does with his day.

Marlboro. . .
– rounds up cattle on the ranch
– does a cattle drive when needed
– carries around bandana/neckerchief to wipe of sweat & cover face when dusty winds blow
– occasionally goes out and hunts for certain animals in order to get food
– always had a pair of jeans and elaborate leather boots to wear
– polish spurs before heading to bed

So now that we have an idea of what Marlboro does with it’s day, what does Marlboro Sky do? What are the daily tasks that Marlboro Sky finds itself wrapped up in?

Marlboro Sky. . .
– rounds up coffee from the local coffee shop to take to fellow coworkers
– organizes a business meeting when needed
– carries around iPhone in order to stay aware of what is going on around.
– occasionally goes out and hunts for the newest restaurants and hot spots to hang out after work is over
– always had the newest and sleekest fashion trends, nothing gaudy, always just right
– downloads new event planning Apps before going to bed

Both seem to have a similarly structured day, both are busy but one is busier in a business urban environment while the other is busy out in the middle of nowhere. I feel like making this list and comparing the two mundane tasks of the brands helps me visualize more of the brand and what I need to give them.

40. Family Matters

Everybody is familiar with painter Norman Rockwell, right? If not, let me give you the quick rundown…Rockwell is most well known for his paintings of family scenes during American holidays, his peak years were around the mid to late 1930’s and up to the 1950’s. His art is a World War II generation staple, and his works are seen as the quintessential “Americana.”
So why not regress to this kind of art in our advertisements? He painted numerous cigarette ad campaigns for various cigarette brands.
The Marlboro Cowboy ad campaign was a predominantly photographic campaign, what I mean by that is compared to most of Philip-Morris’s ads, it was not illustrated. The campaign featured images of men in “Marlboro Country” puffing their manhood away. I think that is the whole reason why these images appeared to be a lot harder,grittier, and more realistic. Seeing an illustrated image of a cowboy does not bring out the same effect as seeing the real cowboy photographed.

Now here is something to think about…
The Marlboro Sky e-cigarette is a much cooler, and up-to-date version of the classic Marlboro brand cigarette BUT only people who have an “old school” sense of sophistication are really going to get into cigarette smoking. So I feel we should be able to portray this sense of “Americana” without the grittiness and aggression associated with the cowboy campaign. That is why I feel that maybe an illustration a-la-Normal Rockwell would be suitable for an ad.
Of course, it would illustrate more modern scenarios but not be completely outdated either. Maybe the illustration could show a grandfather smoking a cigarette while a young boy stands beside of him & admires him; the image next to it could be that same boy grown-up and smoking a Marlboro Sky e-cigarette. The caption could read “Grandpa always taught me right” or something very family oriented. It would touch base with those smokers who picked up the habit from somebody within the family. Just a few thoughts…