Though cigarette ads these days are about as common as soda fountains and drive-in movie theaters, back in the old days there were two types of smoking ads- those that featured men and those that featured Marlboro men. Though a number of men have starred as the face of the brand over the years, Darrell Winfield was the first true cowboy to lend his rugged good looks to the face of Marlboro. This Monday however, the 85-year-old rancher road off into the sunset.

Winfield was first discovered in 1968 by the Leo Burnett ad agency while he was working as a cattle rancher at the Quarter Circle 5 Ranch in Wyoming. It was then that the agency recruited him to take part in the iconic ad campaign where he’d make Marlboro Reds look good until 1989.

Though his handsome features sure didn’t do any damage to the female fan base of the cigarette brand, they also helped recruit male smokers. Marlboro Reds had originally been marketed to women but quickly became popular among men hoping to look as macho as Winfield did with one hanging from his lip.

Though the cigarette ads eventually made Winfield a bit of a star in his own right, the cowboy never let the attention go to his head. Throughout his years with Marlboro, the rancher never quit his day job. When once asked what life would have been like if he hadn’t been discovered, he famously replied, “Life would have basically been the same.”

Winfield passed away at his home this week in Riverton, Wy and was survived by is wife of 66 years Mrs. Lennie Winfield. Together the two had a son, 5 daughters, numerous grandchildren, great-grandchildren, and even great-great-grandchildren. Mr. Winfield was also survived by his brother Ray.