Ahh the sweet nostalgia of the 1980s. Things were different then – hair was big, everyone smoked indoors, all the kids drank out of hosepipes, and adverts – well, let’s just say that the ASA was marginally less active than it is now.
From the sublime to the ridiculous, there’s no doubt that the 80s benefited from significantly less stringent advertising regulations than we have today – and that carte blanche approach to creativity is clearly reflected in the examples below.
The cultural impact of each and every one one of these ads cannot be understated, coming at a time when TV advertising was growing into its maturity. When British society was becoming increasingly open and – more importantly – spending more time in front of its televisions than it had ever done before.
With that in mind, here’s Marketing Beat pick of the best ads from the 80s, taking you back to a simpler time of glitz, glamour, shoulder pads, rampant misogyny and nationwide economic turmoil…
Kinder Surprise – 1984 (Lansdown Euro)
This 1984 ad produced for Ferrero’s Kinder Surprise was allegedly so terrifying to young children at the time that it had to eventually be pulled from circulation. And within about five seconds of viewing, it become clear why.
We are greeted by a demonic-looking rendition of Humpty Dumpty speaking complete gibberish, while feverishly devouring a Kinder Egg. ‘Me unscrabbly’ he exclaims, before the camera inexplicably pans to a close-up shot of his freakishly long fingers sensually unwrapping a Kinder Egg.
It’s no surprise to find that the clip has become a well-known meme over the last decade, spawning various hellish edits.
Hamlet Cigars – 1986 (CDP)
The way the world has gone, some might consider consider the inclusion of a cigar ad in this list distasteful. Although what can’t be denied is the pure and utter satisfaction that the star of this Hamlet ad feels when he lights up after a very stressful encounter with a photo booth.
Undoubtedly, these contraptions are very tricky things – and most us would be lying if we said we hadn’t wasted a fair few pennies on mistimed photo booth failures.
Alas! You’ll have to wait until you’re actually outside the photo booth and 50 yards down the road to smoke a cigar nowadays.
AC Delco – 1985 (Lowe-Howard Spink)
Starring none other than future The Thick of It and Doctor Who star Peter Capaldi as a bare-faced twenty-something, this ad probably wouldn’t fly nowadays either – which is probably why it’s one of the funniest on this list.
Promoting the General Motors-owned auto parts trader AC Delco, the spot warns of the very real dangers of not taking proper care of your car, which in this case leads to an extremely inopportune misunderstanding for poor young Peter and his besotted female companion.
Mates Condoms – 1987 (Still Price Court etc)
By the law of averages, around 50% of those reading this will, at some point, have had to endure the toe-curling awkwardness of ordering a box of condoms at the chemist. (Unless of course, you ask your partner to get them for you. Job done.)
With a brilliantly cast pair, this ad perfectly encapsulates the visceral mental torment and mortal embarrassment of the experience – while also raising awareness of the importance of sexual health.
Trebor – 1986 (DDB)
What might seem at first like a perfectly ordinary ad for Trebor’s soft mints becomes increasingly unsettling each viewing.
Apparently telling the story of ‘Mr. Soft’ (I can’t even begin to describe what on Earth he’s made of, or even resembles), the short clip follows the titular character’s deadpan, soulless eyes ad he walks down the street.
Watched on by an equally deadpan, soulless cat – he ends (hopefully) causing himself serious injury by walking straight into a lampost. Despite the terror that it may cause, I suppose Trebor will feel that they got their point across – their mints are soft.
Carling Black Label – 1986 (WCRS)
Rounding things with a rather more famous spot (even I know this one), we delve into one of the famous Carling Black Label ads which became an unmissable fixture of British television throughout the 80s and 90s.
Spoofing BBH’s iconic 1985 ‘Launderette’ commercial for Levi’s jeans featuring musician and model Nick Kamen, Carling’s ad delightfully subverts the raw sex appeal of the original, turning it into a comic materpiece.
it’s hard to imagine this flying with today’s copyright laws!
