Throughout every modern war, pinups have lined lockers, insides of helmets and walls of Quonset huts.
The first pinup of the gulf war portrays a Utah woman - Jackie Phillips Guibord, a 30-year-old part-time narcotics investigator for the Provo Police Department.The pinup is a Wrangler's jean ad, which, beginning in September, has appeared in several national magazines, including People, Rolling Stone, and Horse and Rider.
This is not a traditional pinup. Guibord is fully dressed and holding a shotgun - which is not so surprising, considering the coverup expected of all women in Saudi Arabia, where American military forces are already taking the culture by storm.
A public affairs spokesman at Marine headquarters in Washington, D.C., assured me that the use of a completely clothed pinup has nothing to do with Marine policy but everything to do with the Saudi culture.
Nevertheless, a fully dressed pinup is definitely a new trend. The most popular pinups of the 1940s were of Betty Grable in a bathing suit and Rita Hayworth in a nightgown - but the sultry paintings of girls dressed in diaphanous costumes that appeared each month in Esquire were almost equally popular.
Then Postmaster General Frank Walker banned them from the mails in 1944 because they were too sexy, earning the everlasting fury of every GI pinup fan.
Guibord first got word of her burgeoning popularity when she received a letter in December from two Marine sergeants, Brett McKee and Scott Orsborn from the 1st Marine Division in San Francisco, Calif.
They said: "This letter is being forwarded to let you know that you have a very large, however unorganized, fan club. All the members are U.S. Marines assigned to Operation Desert Shield in Saudi Arabia. We are assigned to the Criminal Investigation Division and therefore travel over the entire country where Marines are assigned. At every Military Police Station and/or CID Office, there is a picture of you taken from various magazines in which you are pictured wearing/advertising Wrangler jeans.
"Please take this as a compliment. We are in a country where women are treated different than in the States and are not near as beautiful; your picture is a constant reminder why we are here. If you have any similar pictures, please send a few to this office for distribution."
Interestingly enough, the phrase, "Your picture is a constant reminder why we are here," is almost identical to what the GIs said in the 1940s about Rita Hayworth - "You give us a good idea of what we're fighting for."
Wrangler agreed to send some posters of the original ad to Guibord so she could sign them and forward them on to the Marines.
Wrangler issued a press release, and CBS did an interview with Guibord, who received instant fame.
The Wrangler ad itself "came out of the blue." In May, the ad agency in Virginia said it was looking for a police officer for a "Western Originals" campaign, and those interested should send a photo and jean size.
When Guibord was chosen, she sought permission from the police chief because Wrangler wanted to use the city's equipment - such as the shotgun and the police car. The department thought it was a "tasteful ad" and so readily agreed.
It is not surprising that the family of this Air Force "brat" would be supportive. Her father, Boyd E. Phillips, was a navigator in the Vietnam War and even won the Distinguished Flying Cross, and her husband, Steve, a police officer in Alpine, is a former Marine.
Guibord has received no criticism yet. "A few women have told me that they like it because the pinup that has been chosen is dressed - and portrayed as working."
Guibord enjoyed modeling because it is not something she does all the time. So far, she has not thought of becoming a model, "although it pays much better than police work."
Judging by Betty Grable's success, pinups are usually famous for longer than 15 minutes.