Eric Lawson, the actor who portrayed a rugged, smoking cowboy in Marlboro commercials in the late 1970s has died, according to NBC News.

Lawson died Jan. 10 at his home in California, said Susan Lawson, his wife, on Sunday. He died from respiratory failure due to chronic obstructive pulmonary disease, more commonly referred to as COPD.

A smoker since age 14, Lawson appeared in print ads for the cigarette company from 1978 to 1981. He also had small roles on “Charlie’s Angels” and “Baretta.” He retired from acting after injuring himself while working on a Western film.

More recently the actor used his fame to bring attention to the negative effects of smoking. He appeared in a public service advertisement that parodied his Marlboro Man role to advise against smoking. He made an appearance on “Entertainment Tonight” to discuss the negative impacts of smoking.

He is survived by his wife and six children.