client: RJ Reynolds Tobacco Company
improvement: Marlbore
date: April 20, 1980
Herb Caen
San Francisco Chronicle
Wednesday, April 23, 1980 BAY ‘CITY BEAT. …..The Billboard Liberation Front – welcome to the fray! – is claiming credit for having changed the Marlboro billboard at First and Bryant to read “Marlbore”, with the cowboy saying “Yawn.” Says spokesman Simon Wagstaff: “the macho cowboy is hackneyed and dull. It’s time they got rid it”