54 Old Ads That Show Which Values Changed And Which Stayed The Same Over Time

Welcome to the era where advertising grew a soul and started talking back. In the early 1960s, the industry underwent a massive transformation that moved away from dry product specifications toward something much more psychological and artistic. We transitioned from a world where ads looked like instruction manuals to a vibrant landscape where they felt like a conversation with a clever, funny friend. This period was not just about selling household goods, it was about defining the very identity of the modern consumer through sophisticated art and sharp wit.

The decade kicked off with the legendary Creative Revolution, spearheaded by agencies like Doyle Dane Bernbach. Before this shift, advertisers believed that more words meant more sales, often cluttering magazine pages with tiny text and boring facts.

The new guard realized that consumers were smarter than that and began using irony and self-deprecation to win people over. This was the birth of the modern commercial voice, one that favored a subtle wink and a nod over a loud, aggressive, and repetitive sales pitch.

No campaign defined this new spirit better than the Volkswagen Think Small ads. At a time when American cars were becoming massive, chrome-covered behemoths, VW dared to show a tiny beetle in a vast ocean of empty white space. It was a radical departure from the status quo, teaching the industry that less is often more. This minimalist approach did not just sell cars, it invited the audience to join an exclusive club of people who were clever enough to value substance over flash.

As the 1960s roared on, the industry also discovered the power of the mascot to build long-term brand loyalty. This era gave birth to icons like the Pillsbury Doughboy and the Jolly Green Giant, characters designed to make mass-produced products feel friendly and approachable. Even fast-food giants got in on the action with the debut of Ronald McDonald, proving that if you could capture the imagination of a child, you could potentially secure a loyal customer for several decades to come.

Culture and music also played a huge role as the British Invasion and psychedelic art began to bleed into mainstream marketing. Pepsi took a bold stand by branding itself as the choice for those who think young, effectively inventing the concept of lifestyle marketing. Ads became colorful, loud, and groovy, reflecting the energy of a generation that was actively rebelling against the stiff traditions of their parents. It was no longer just about the soda, it was about the rebellion.

When the calendar turned to the 1970s, the vibe shifted significantly due to economic changes and a growing sense of social realism. The bright-eyed optimism of the previous decade faded as the energy crisis and political scandals made consumers more skeptical of big promises. Advertisers had to pivot from fantasy to a tell-it-like-it-is style that felt more authentic and grounded. This era was less about the dream of the future and more about how a product worked.

The 1970s were famously labeled the Me Decade, and advertising reflected this new obsession with the self and personal fulfillment. L’Oréal changed the game in 1973 with the iconic slogan Because I’m worth it, which shifted the focus from the product’s quality to the consumer’s self-esteem. It was a revolutionary moment for women's marketing, moving away from ads about pleasing a household to ads about buying something because you deserve to feel beautiful for yourself.

This decade also saw the escalation of the legendary Cola Wars, most notably through the Pepsi Challenge starting in 1975. Comparative advertising became a powerful tool, as brands stopped playing nice and started naming their competitors directly in their scripts. By filming real people in blind taste tests, Pepsi created a sense of gritty documentary realism that made their rivals look like corporate relics. It was a high-stakes drama played out in the local grocery store aisle.

Beyond selling consumer goods, the 1970s used the power of persuasion to address growing social and environmental concerns. The famous Crying Indian public service announcement for Keep America Beautiful became a cultural touchstone that highlighted the era’s burgeoning environmental movement. While the ad is viewed through a more critical lens today regarding its casting, its impact at the time was undeniable, proving that commercials could be used to prick the collective conscience of a whole nation.

Looking back at these two decades, it is clear that they built the foundation for everything we see in modern marketing today. We moved from the witty, minimalist print ads of the 1960s to the bold, identity-focused television campaigns of the 1970s. These years taught us that a product is never just a product, it is a mirror reflecting our desires, our politics, and our sense of self. It was a golden age of persuasion that still influences every screen.