1960s and 1970s advertising industry evolution: From Specs to Identity

You can't scroll a few feet without bumping into an ad. They're everywhere, for better or worse. But what actually worked on consumers decades ago? By looking back at 50 curated vintage ads, we can trace the moment marketing stopped being an instruction manual and started becoming a conversation.

The 1960s and 1970s advertising industry evolution

The early 1960s marked a massive transformation known as the Creative Revolution. Led by agencies like Doyle Dane Bernbach (DDB), the industry moved away from dry product specifications toward psychological artistry. No campaign defined this spirit better than Volkswagen’s 'Think Small' ads, which invited the audience to join an exclusive club of people clever enough to value substance over flash.

The Rise of Mascots and Lifestyle Marketing

As the decade roared on, brands discovered that if you could capture the imagination of a child, you could secure a customer for decades. This era gave birth to icons like the Pillsbury Doughboy and Ronald McDonald. Meanwhile, Pepsi effectively invented lifestyle marketing by branding itself as the choice for those who 'think young,' turning soda into a symbol of rebellion.

1970s: The 'Me Decade' and the Price of Realism

In the 1970s, the vibe shifted toward social realism and self-fulfillment. L’Oréal changed the game in 1973 with the slogan 'Because I’m worth it,' shifting focus from household utility to personal self-esteem. This period also saw the escalation of the Cola Wars, with the Pepsi Challenge in 1975 bringing a sense of gritty documentary realism to the grocery aisle.