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Marlboro really began to rise in the mid- 1950s , when it began its cowboy marketing, and by the end of the 20th century, it had risen to number one in the global cigarette market share.[24] The film is Our Mother, Our Father .[25] Camel, a rival brand, also used a doctor as an advertising model in the early 1950s and advertised that "Doctors smoke Camels the most." Kent, Viceroy, and Chesterfield also used doctors as advertising models to promote their cigarettes as being much less harmful and safer