In 1992, before the German photographer Dieter Blum, who had been working as an artistic and commercial photographer since the 1960s, was officially commissioned by the cigarette maker Marlboro to create the subsequent advertising campaigns (in 1994), he was invited to carry out a test shoot in Texas, USA. In this first set of images, Blum does not show us the well-known Marlboro Man amid a lonely landscape. Instead, he created a thematic series of pictures showing a more contemporary image of the cowboy: as part of a community, in an urban context, conducting everyday transactions at the barbers or laundromat. These Dieter Blum images had an influence not only on the Marlboro campaign but also on the development of advertising photography. In 2015, Blum was awarded the Médaille Vermeil by the Pariser Societé Arts-Sciences-Lettres in Paris for his life’s work – he was the first photographer in the society’s 100-year history to receive this medal, and one of only a very small number of Germans to do so.