The History of Advertising Trust (HAT) is celebrating its 50th anniversary, offering a treasure trove of iconic British television commercials that defined generations. From Hamlet cigars' Baldy Man to the flirtatious Gold Blend couple and the metallic martians of Smash, the archive preserves over 10 million items and 50,000 commercials online.
Memorable Ads That Defined Eras
The collection includes the 1973 Hovis ad by Ridley Scott, featuring a boy pushing his bike over cobbles to Dvořák's New World Symphony. The Gold Blend couple, played by Anthony Head and Sharon Maughan, saw their climactic kiss watched by 30 million viewers in 1993. Other highlights include Frank Muir's fruit and nut case jingle for Cadbury's and Gregor Fisher's Baldy Man finding solace in a Hamlet cigar after a bad hair day.
Changing Attitudes and Regulations
Deputy director Alistair Moir notes how advertising evolved after the 1962 Royal College of Physicians report linking smoking to cancer. "Two years later, they banned cigarette advertising on TV. The Advertising Standards Authority then says you can't imply that cigarette smoking is healthy," Moir explained. This led to surreal ads like Benson & Hedges boxes next to mouseholes or Silk Cut's slash through purple fabric.
Social History and Public Good
The archive's oldest item is a 1680 ad from the London Gazette for an atlas. During WWII, copywriters created the Squanderbug character to encourage National Savings. "The idea was to beat the Squanderbug and invest your money to help win the war," Moir said, showing how advertising can serve public good.
Enduring Brands and Modern Challenges
Heinz baked beans' logo has remained unchanged since the 1920s, with the slogan "Beanz Meanz Heinz" becoming iconic. Today, advertising faces an existential crisis from data-driven algorithms. "Advertising today has lost a bit of that emotional storytelling," Moir noted. "It's become more formulaic and data-driven, obsessed by return on investment rather than big campaigns that connect with emotion."
Favourite Ad and Legacy
Moir's favourite is a 2008 Hovis ad that runs through British history from 1886 to the millennium. The Hovis name itself originated in 1890 from a student's suggestion combining Latin "hominis vis" meaning "strength of man." The archive remains vital for social history and inspiring today's copywriters, available at hatads.org.uk.
