 In 1974, the marketing agency for Marlboro, discovered Montana rancher, Herf Ingersoll, at a rodeo in Augusta, Montana, and hired him to be photographed as the Marlboro Man.After appearing as the Marlboro Man in 1987 advertising, former rodeo cowboy Brad Johnson landed a lead role in Steven Spielberg's feature film "Always" (1989), with Holly Hunter and Richard Dreyfuss.The use of the Marlboro Man campaign had very significant and immediate effects on sales.