The Loneliness of The Marlboro Man

Happy 4th of July

Photo by Polina Portnaya on Unsplash

I think the Marlboro Man must have been lonely sometimes. The Madison Avenue icon first appeared in 1954 but disappeared before the end of the Century in 1999.

Standing alone, stoic, against the expanse of the American West, the Marlboro Man was more than a cigarette salesman. He was a symbol that shaped our American identity, embodying aspirational values of individualism, self-reliance, and the allure of freedom. By tapping into American mythology, the Marlboro Man promised independence and strength, portraying a man unbound by society's entanglements. He was the ultimate American hero—uncompromising and unbroken.

While the cowboy's grit and determination are admirable, the reality of a solitary existence is loneliness. Real heroes do not exist in isolation; they thrive on connections and shared ideals. This emphasis on shared ideals is a cornerstone of American history, uniting us for a common purpose. Similarly, America's origin story is not about the self-made man but the free exchange of ideas among friends.

The American experiment began over drinks. Some of our first revolutionaries were a group of young scallywags called Loyal Nine. These malcontented young men in Boston were pissed off about British taxes. John Adams wrote, "We had punch, wine, pipes and tobacco, biscuit and cheese..." while they awaited news of the Stamp Act's repeal. As the Loyal Nine grew into the Sons of Liberty, they famously staged the Boston Tea Party. British reaction to their actions sparked the Revolution we celebrate today. One of its battle cries, "Don't Tread on Me," originally referred to the Republic, not the individual. Today, we often misunderstand this distinction.

This is not to suggest subordinating the individual to the State. The free market for ideas was one of the Revolution's greatest unintended outcomes. Though fought under the banner of personal freedom, the Republic was forged on finding your tribe. Americans discovered that great things happen when like-minded individuals associate freely.

Throughout the 20th Century, the iconic interpretation of American individualism, much like the Marlboro Man, dominated our cultural zeitgeist. However, as the new millennium brought ideas that dismissed American exceptionalism and rugged individualism, no new, compelling ideals emerged to replace them. This shift feels like a reaction to a unique American loneliness, a weariness from carrying our own weight.

Yet, we don't celebrate the 4th of July alone. We find our tribe and hopefully some chicken fried and a sparkler or two. Perhaps the patriotism of the day will remind us to rediscover the strength in our connections and shared ideals and embrace the collective spirit that has always driven our most outstanding American achievements.

xAP