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What Cigars Did Cowboys Smoke? Exploring Western Traditions Story Three: How the Marlboro Man Rode Into American Myth (and Paid the Price) Bob Norris, the rugged cowboy who became the face of Marlboro ads in the 1960s, never smoked a single cigarette. He modeled for over a decade, then walked away because he didn't Robert Bob Norris, the original Marlboro Man, passed away at 90, and he never smoked. Chosen for his rugged cowboy image, he later quit the campaign after telling his children he didn't Marlboro Man, the macho cigarette smoking cowboy, has a surprising new message The Irish Times

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