The repositioning of Marlboro as a men's cigarette was handled by Chicago advertiser Leo Burnett. Most filtered cigarette advertising sought to make claims about the technology behind the filter: through the use of complex terminology and scientific claims regarding the filter, the cigarette industry wanted to ease fears about the harmful effects of cigarette smoking through risk reduction. However, Leo Burnett decided to address the growing fears through an entirely different approach: creating ads completely void of health concerns or health claims of the filtered cigarette. Burnett felt that making claims about the effectiveness of filters furthered concerns of the long-term effects of smoking.