This week, LBB is marking a very special occasion: the anniversary of the very first TV ad – a Gibbs SR toothpaste spot, featured in the still above – which aired 70 years ago, in 1955. To say that a lot has happened since in the world of TV advertising would be quite the understatement with each decade since the ‘60s bringing new changes, shifting broadcast rules, and iconic ads too. Few working in the industry today will have any knowledge of the then nascent industry but knowing one’s history is only ever a good thing. That’s why we’re rounding off the celebration with a megaforce tour of advertising through the decades, with help from Kantar, and asking what we can learn from what’s come before.

We can learn from the Gibbs ad in the way it tapped into a specific concern among its market, “a growing concern around dental care,” says Lynne Deason, head of creative excellence at Kantar. “Focusing on the scientific research behind its fluoride toothpaste, Gibbs tapped into what consumers wanted and needed, while keeping the brand front and centre in its creative. It was innovating not only with its new product, but of course by using TV as an advertising medium at all – boldly differentiating itself from the market.”

Since that historic moment, advertising has evolved to not only address specific concerns and communicate the latest research and innovations, but to create desires and tap into nuanced audience insights in order to build up many of the brands and products that feel like a part of the fabric of our lives today. “Advertising has transformed over the past 70 years – what was once, first and foremost, a product pitch became more creative. It’s not only a source of information, but a source of enjoyment and entertainment,” adds Lynn.

“As Britain evolved – whether we were welcoming domestic efficiency after the war or reacting to the era of individualism in the 1980s, ads changed with us, as the industry sought to mirror the social mood and feel relevant. The most effective advertising doesn’t just springboard from culture; it creates and shapes culture,” she continues, noting that for many Britons, for example, “it isn’t Christmas until they’ve seen the ‘Holidays Are Coming’” spot. Moreover, even language isn’t immune to being shaped by advertising with “expressions like ‘you either love it or you hate it’ becoming part of our vernacular.”

Below, LBB and Kantar take a look at the advertising decades’ defining features and trends.

1960s: Product-led Simplicity

The ‘60s were all about product demonstration and rational messaging. Ads were straightforward, often literal, and focused on utility, like Persil’s ‘Washes Whiter’, continuing the print-era tradition of comparative claims while Findus Fish Fingers showed convenience in the kitchen.

This was advertising as a guide, reflecting a post-war Britain embracing modernity, domestic efficiency, and the rise of consumer goods.

1970s: The Jingle Era

Jingles became creative currency – hard to forget, these ads were catchy, fun and often surreal, reflecting a society looking for levity amid economic uncertainty.

Mars ‘Work, Rest and Play’ embedded itself in the national psyche.
Smash ‘Martians’ mocked traditional cooking with futuristic satire.
Shake’n’Vac (1980) and Cornetto’s ‘Just One Cornetto’ (1982) carried the jingle legacy into the next decade.

1980s: Celebrities and Hollywood Glamour

The ‘80s dialled up aspiration and star power. Brands borrowed from cinema and celebrity culture to create ads that felt larger than life. This was the era of Thatcherism, individualism, and globalisation, which advertising reflected with bold, glamorous storytelling.
Cinzano with Joan Collins and Leonard Rossiter brought Hollywood to the living room; Levi’s ‘Laundrette’ redefined masculinity with sex appeal and rebellion.

1990s: Storytelling and Quirkiness

The ‘90s saw a shift toward narrative and character; advertising became entertainment, reflecting a more playful, expressive Britain. It gave birth to ads like:

BT’s ‘It’s Good to Talk’, which tapped into emotional connection.
Tango’s ‘You’ve Been Tango’d’ was anarchic and unforgettable, with the title becoming an iconic part of the national lexicon.
Jaffa Cakes’ ‘Total Eclipse’ played with absurdity and timing.
Budweiser’s ‘Whassup’, though American, became a global cultural moment.

2000s: Everyday Celebrities and Brand Characters

The 2000s brought relatability and reinvention. The glamour of Hollywood celebrities was replaced with more down-to-earth choices drawing from the rising popularity of reality TV, and brand mascots made a comeback.

Kerry Katona for Iceland made frozen food feel accessible.
Ant and Dec for Morrisons added charm and familiarity.
118 118’s duo of men and Compare the Market’s meerkats built character-led franchises.
PG Tips’ monkey was reinvented with wit and nostalgia.

2010s: Emotion, Purpose, and Cinematography

Visual and narrative storytelling shifted to a more cinematic format, often tugging at the heartstrings and directly channelling big budget films.

John Lewis Christmas ads became annual cultural events, blending storytelling with sentiment. ‘The Long Wait’ was the ad that started it all in 2011.
Channel 4’s Paralympics ads challenged perceptions and redefined representation.

2020s: ‘Sadvertising’, Sameness, and the Return of Distinctive, Effective Storytelling

With covid-19 came a wave of ‘sadvertising’: a sea of sameness where brands reminded us we were all in this together. The use of humour consequently plummeted.

Post pandemic, the 2020s have seen a resurgence of emotionally resonant, culturally relevant, and creatively distinctive TV advertising like Cadbury’s ‘There’s a glass and a half in everyone’ campaign, which marked a strategic pivot from joy to generosity, attracting 40 million new customers in the process.

We’re now seeing ads created for digital platforms, often using AI, make their way to TV. Yet the fundamentals for effective creative remain; the ads that cut through the noise in today’s fight for attention are those that connect meaningfully, stand out creatively, and build brand predisposition.

For Lynne, the tour of advertising’s eras can tell us that “while the world has shifted over the decades, the most fundamental rules of advertising have not.” The basics remain the same year after year though how they’re presented has to necessarily change to be relevant and resonant. “Effective advertising connects powerfully with the audience by being personally relevant and meaningful to the audience, by being creatively distinctive and original, by evoking powerful emotional reactions so it’s remembered and of course those memories need to connect to the brand – else it’s just entertainment.”

“That’s the secret sauce for building predisposition to the brand and driving sales in the short and long term, whether it’s 1955 or 2025.”