Bob Norris, a Colorado rancher who appeared as the first 'Marlboro Man' in the iconic commercials, has died at the age of 90. 

According to Persimmon Hill, Norris got the role in the mid-1960s without an audition after he was selected to replace the original model while the company was shooting its first commercial on his ranch.

"The fact he was tall, lean and ruggedly handsome couldn’t have hurt," the story states. 

The only accessories he wore were a cowboy hat and a cigarette, the rest was just his everyday wear. 

Norris was also very active in several Colorado organizations such as the Pikes Peak or Bust Rodeo. 

At the time of to his death, Norris' ranch spanned more than 100,000 acres. He raised cattle and award-winning quarter horses there.