If you grew up in the UK, chances are some of your best memories of telly include not just the programmes, but the adverts. Back in the day, TV advertising was less about skipping the ads and more about gathering round to see what brands had cooked up. Adverts weren’t just background noise; they were little cultural moments.
Fast forward to today, and the world of advertising looks very different. But before we get to that, let’s take a trip down memory lane and revisit some of our team’s favourite classic ads from their youth.
Five classics we’ll never forget
1. Budweiser – Whassup! (1999)
There aren’t many adverts that have made their way into everyday language like Budweiser’s iconic “Whassup” campaign. Suddenly, everyone was greeting their friends with an exaggerated “Whaaaaaassup!” It was simple and infectious, and it captured casual phone chats among mates. Proof that sometimes the simplest ideas, paired with a pint, are the ones that stick. And the adverts are still doing the rounds on social media today.
2. The Oxo Family (1983-1999)
The Oxo family felt less like a series of adverts and more like neighbours we popped in on every week. The ads followed a fictional family sitting down for dinner, always united by a steaming jug of gravy. It was clever advertising: viewers tuned in for the story and, along the way, got a dose of gravy inspiration.
3. Nescafé Gold Blend – the romance (1987-1993)
These Gold Blend adverts were another series that became more like a mini soap opera. They were basically a rom-com in 12 bite-sized episodes. Viewers watched the will-they-won’t-they romance between two neighbours – Andrew and Sharon – unfold over cups of coffee. Each advert ended with a cliff-hanger, and people genuinely couldn’t wait for the next one. TV advertising had created its own primetime drama, and people loved it.
4. Yellow Pages – J R Hartley (1983)
In this iconic ad, an elderly gentleman searches second-hand bookshops for his own book, Fly Fishing by J R Hartley. Eventually, he finds it through the Yellow Pages. The story tugged at our heartstrings and made us all feel strangely emotional about a phone directory. Proof that a great advert can make the mundane feel magical. Even years later, people remember J R Hartley and, crucially, what he was advertising.
5. John Lewis – Christmas Ads (2007-present)
Fast forward to more recent years, and, whether you love them or groan at them, the John Lewis Christmas advert has turned into a national event. Even if you don’t sit through adverts on TV anymore, you’ll see these ads splashed across social media, shared by friends and even covered in the news. Each year, anticipation builds for their latest emotionally charged, often tear-jerking, short film. It’s not just an advert; it’s become the unofficial start of Christmas. And it shows how advertising can create big moments even in today’s fast-paced, digital world.
TV advertising today
Of course, things have changed. Back then, you only had a handful of channels and no way to skip through the ads. Today, with a wide range of streaming services, people don’t have to watch traditional TV advertising. Even on live TV, the power is in the viewer’s hands – pause, record, fast-forward. That means adverts have to work harder than ever to grab attention.
But it’s not all doom and gloom. In fact, TV advertising has evolved in ways we couldn’t have imagined. Thanks to technology like Sky’s AdSmart, brands can now target households with incredible precision. Two neighbours watching the same show might see completely different ads. One might get a pitch for luxury holidays, while the other gets dog food ads. How? Because advertising agencies like us can target households based on a huge array of data – location, family size, wealth and even pet ownership.
Beyond the telly
Video advertising is no longer confined to the TV screen. Brands are making short, snappy, scroll-stopping ads designed for TikTok, Instagram and YouTube. These platforms have opened up new ways to be creative, and to reach people where they spend most of their screen time. The line between TV ads and online video has blurred completely.
The future – not dead, just different
So, is TV advertising dead? Definitely not – it’s just a bit different now. With the right strategy, it’s still one of the most powerful ways to tell stories, connect with people and build brands. But it takes knowledge, creativity and expertise to get it right.
That’s where we come in. Our team of experts know how to make advertising work in today’s world, whether that’s creating a heart-warming story for TV, crafting punchy video content for social media, or using data-driven targeting to get your message in front of exactly the right people.
So, if you want to make your brand the next J R Hartley, Oxo family or John Lewis moment, let’s chat.
