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The models ranged from rough cowboys and sailors to alluring businessmen and academics. The original Marlboro Men were excessive in their masculine virility. With the Marlboro Man campaign, Philip Morris worked to reverse this sentiment. Previously, most filter cigarettes were considered to be “sissy” or effeminate, lacking in flavor and meant for those who couldn’t handle stronger brands. The brand’s new mascot, the “Marlboro Man,” would exude rugged manliness in an effort to position Marlboro as a filter with flavor. No longer would Marlboro advertise “Ivory Tips to protect the lips” or “red beauty tips to match your lips and fingertips,” as it had done since the 1920s Instead, Marlboro underwent a complete sex change in 1954.
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What was originally a cigarette marketed as “Mild as May” to attract a primarily female audience, all at once gained a filter and became a man’s cigarette. Other components included a heavy duty Falicon crank, a 5-speed tranny, Andrews gears, and Primo belt drive.With the rise of filter cigarettes in response to the increasing health concerns tied to smoking, Philip Morris decided to reposition its Marlboro brand for the filter market. The big change, and a major departure from the original, was a replacement of the FXR EVO motor with a 114-inch Powerhouse sourced from Mid-USA and pumping a purported 135 HP. They did the strut conversion and followed the matching paint and graphics treatment, handled by Jason and Phil Smith/Cougar Ridge Rod Shop. Mickey teamed up with Chuck Zito and his Black Death Motorcycles enterprise and also with Arizona builders Carefree Custom Cycles the plan to produce exact re-pops of Black Death as seen in the movie, utilizing the original DB3 for a template. More from Paul: " Now we enter the territory of multiple clones. So this was the bike used in the filming of the movie.” Seems Mickey’s original stroker bike “98ci Monster,” complete with every conceivable hot rod modification, was not exactly civil for shooting low–speed passes for the camera, so is BD3 the actual the bike we all know from the movie, or BD4? The article stated, “MGM commissioned Gene and Dave to build an exact 80 ci replica of Mickey’s ride. Bartel’s Studio Rentals handed the writer the keys to Black Death 3 and let him put a few miles on it. In the July 1995 issue of HOT ROD BIKES there is an in-depth article by Howard Kelly. Maybe a virtual wheel-to-wheel race between the two bikes? Maybe somebody has already conjured up a video game version?"
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So does that mean Peter Fonda and Mickey Rourke should duke it out in the ring? Probably not a good idea. Here’s a quote from Paul’s piece right here on Bikernet: " Some say the Black Death bike has reached the status of the Captain America Easy Rider bike. One was Mickey’s original “Stroker bike” and at the exact same time BD3 was built for “Harley-Davidson Productions.” This seems very consistent with what Heath gathered out of other articles over the years, but then again, maybe not. It was Heath’s vivid understanding that two bikes were built. This article by Paul Garson shed the most light on the bike and its history.
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Heath’s research lead him to an article titled “Mystery Movie Bike Solved, The Mickey Rourke Black Death” on Bikernet : And to Heath’s current understanding, it was turned over to Gene Thomason and the crew at Bartel’s for the modified build. On, the pre-apocalyptic FXLR was transferred to Bartel’s Harley-Davidson (Marina Del Ray, CA), where the magic happened. Real-Life Gypsy Stories with Scooter Tramp Scotty.Just The Facts, Ma'am: The non-fiction department.1933 VL - Rebirth of an American Classic.