Don’t just book it… Shhh, you know who… you only get an OO. Tag lines. The one thing those of you born in the 70s and 80s will be more than used to, with the types of advertising we were subjected to during an evenings viewing on our 3 channel rented from Granada, TV were shown. Sitting down with Mum and Dad on the G-Plan Mikado Sofa and Chair set complete with teak sideboard, matching phone table, in your mustard tank top, purple trousers and your block heeled shoes.
The 70s and 80s brought us R Whites Lemonade, Findus Crispy Pancakes, Smash, Vesta Chow Mein, Arctic Roll and many other nostalgic misgivings we learnt to love and scoff with terrible abandon. But whereas the food hasn’t changed much (apart from everything now is microwaveable or instant) advertisements that lit up our crazy bell bottomed evenings before we got packed off to bed have changed the face of consumerism as we see it today.
Generation Z and the Millennials will never fully understand that warm glow we feel when we see the old ads from Ready Brek, fantasising that when we’d step away from the school gates, mum would be there with a 10p finger of Fudge just to give us a treat for being us, or eating a sneaky Milky Way because we believed it that wouldn’t ruin our appetite. I mean what do they have that they’ll become nostalgic about when they’re sitting in the garden, endlessly scouring You Tube for the mere glimpse of a TV show, or advert that takes them hurtling backwards to a time of no responsibility and excitement of what may lie ahead for them as they get older? Apple iPhones? iPads? Cravendale Milk? SCS Sofas?
As time has gone on the shape of advertising has changed beyond all recognition. 70s brought us celebrity ads, ads voiced by the older and supposedly wiser generation, public service announcements, regional adverts. The 80s brought us the sing along ads, the storytelling ads, colourful, teenagers bouncing about with hair products, singing about old fashioned millionaires giving you boxes of chocolates, everything was “New” or “New and Improved.” Tag lines, ones you can still if you’re of a certain age roll off your tongue when someone asks you to name them.
Work, Rest and Play
He’s Got An Ology
Catch the Train and You’ve Caught the Plane
Naughty But Nice
Central Heating For Kids
No, Luton Airport
Milky Bars Are On Me
Tell Em About The Honey Mummy
Just One Cornetto
And that’s just a few that people have commented about when I asked the same question on Facebook a few weeks ago.
Now think back to today’s ads. Can you genuinely, off the top of your head name an advert about Bread? Chocolates? Eggs? No? Me neither. Adverts today consist of furniture ads, ads begging for money for causes, hotel ads, holiday company ads, overly expensive things, electronics, more furniture ads and on the odd occasion, genius throwback ear worm ads with thanks to Ribena’s Zooby Doo. Ads that generally (apart from Ribena’s of course) make you as a consumer feel inferior unless you have the latest phone, are donating huge amounts to save people or animals, have the biggest TV, the smartest bedrooms but nothing about what the average family want or need anymore if they don’t have these huge bank balances to utilise.
Long gone are the days of Saturday morning TV with its ads about Action Man, Tamagotchis, Scalextric, Monster Munch Crisps, Kia Ora, Um Bongo and in came well, Christmas Ads with a cult following, dubbed international ads, with the odd quirky ad about Lurpak thrown in for good measure.
It’s not so much evolution, than disastrous revolution. Poor show.