The 1970s remain one of advertising’s wildest eras, when bold creativity collided with shockingly loose standards. Brands pushed boundaries with humor, sexuality, and stereotypes in ways that would generate immediate public outrage today. Many ads relied on gender roles, racial caricatures, or misleading claims presented as harmless fun. Revisiting these commercials offers a fascinating look at a decade when regulations were minimal, marketers tested extremes, and public tolerance was remarkably high.
1. Noxzema Shaving Cream – “Take It Off… Take It All Off” (1973)
This racy commercial featured a model stripping while a man shaved, blending grooming with provocative spectacle. The ad aired across over 40 U.S. markets and became infamous for reducing women to decorative props. Its bold tagline pushed boundaries for the era, but it relied entirely on sexualized imagery to promote a simple household product. Today, strict advertising codes and workplace standards would reject such objectification instantly.
2. Calgon – “Ancient Chinese Secret” (1975)
This spot centered on a laundry owner hiding his “secret,” leaning into stereotypical accents and exaggerated cultural cues. Played more than 1,000 times nationwide, it embedded casual racism into American pop culture. The storyline portrayed Asian characters as mystical caricatures, which was considered light humor then. Modern guidelines, shaped by decades of advocacy and demographic awareness, would deem this portrayal deeply inappropriate and culturally insensitive.
3. Folgers Coffee – “Bad Coffee Wife” Series (1970–1976)
Over several years, Folgers aired ads where husbands scolded wives for brewing weak coffee, implying domestic failure. With more than 20 variations produced, the series turned marital put-downs into comedic punchlines. These commercials reflected the rigid gender expectations that advertisers often reinforced. Today’s audiences, far more attuned to sexism and emotional manipulation, would reject a campaign that normalizes belittling partners as a marketing tactic.
4. National Airlines – “Fly Me” Campaign (1971)
This airline promoted flights using sexual innuendo, pairing taglines like “Hi, I’m Cheryl. Fly Me,” with young female attendants. The campaign, costing about $9 million, sparked both attention and outrage for turning staff into alluring selling points. While the company praised its boldness, critics called it degrading. In the modern era, with stricter HR protections and advertising ethics, using employees as flirtatious attractions would never pass corporate or legal review.
5. Virginia Slims – “You’ve Come a Long Way, Baby” (1970–1979)
This cigarette campaign ran for nearly a full decade, cleverly mixing feminist themes with smoking culture. Ads suggested liberation came with lighting up, linking independence to a harmful habit. Although wildly successful at the time, the messaging manipulated social progress for profit. Today, tobacco regulations and cultural awareness around exploitation would prohibit merging empowerment narratives with products directly tied to illness and mortality.
6. Schlitz Beer – “Real Men Drink Schlitz” Spots (1972)
These commercials leaned heavily on aggressive masculinity, implying that choosing any beer besides Schlitz questioned a man’s identity. The company, then producing 12 million barrels annually, used macho imagery to maintain dominance. While the ads resonated with certain demographics, they enforced narrow ideas of toughness. Modern advertising standards, which discourage gender stereotyping and toxic tropes, would bar campaigns relying on outdated masculinity policing.
7. Playtex – “Living Bra” Demonstrations (1970–1974)
Playtex aired multiple commercials where models stood nearly undressed while technicians handled and adjusted the product. The brand released over 30 such demonstrations, prioritizing voyeuristic visuals over information. The ads blurred the line between fit testing and objectification, making viewers uncomfortable even then. Current industry rules demand dignity, consent-driven presentation, and respectful portrayal of bodies, meaning this format would be immediately banned.
8. Benson & Hedges – “100s” Bump-and-Snag Ads (1970)
These quirky commercials showed tall cigarette packs causing characters to hit doorframes, trip, or struggle physically. Over a dozen versions played for humor, but several mocked people with mobility or height differences. The exaggerated physical comedy relied on ableist undertones disguised as slapstick. Today, with stronger inclusivity expectations and health advertising restrictions, such portrayals would be both legally and culturally unacceptable.
9. Alpine Cigarettes – Menthol “Clean Air” Spots (1976)
Alpine promoted menthol cigarettes as a refreshing, almost healthful choice, using snowy vistas and “pure breeze” metaphors. The campaign’s budget exceeded $5 million, yet its messaging implied that menthol smoke was gentler or safer. Modern regulations strictly prohibit misleading health implications in tobacco marketing. Any suggestion that smoking enhances clarity, wellness, or natural purity would face immediate federal intervention and public backlash.
10. McDonald’s – Early “Exhausted Worker” Donut Tie-In Ads (1972)
Before the famous 1980s remake, earlier variants of the “time to make the donuts” concept presented overworked employees humorously dragging through long shifts. Some aired more than 200 times per region, framing burnout as comedic. While meant to be relatable, they trivialized labor strain during a period of growing workplace demands. Today’s corporate messaging avoids glorifying exhaustion, recognizing wellness and fair treatment as essential values.
11. Pepsi – Global “Come Alive!” Translation Blunder (1970)
Though the original U.S. slogan was harmless, international campaigns spread into over 80 countries, where certain translations mistakenly suggested the drink could “bring your ancestors back.” This became a legendary example of cultural miscommunication. While not malicious, the misstep offended spiritual beliefs and exposed weak localization practices. Modern multinational marketing demands rigorous sensitivity checks to prevent disrespect toward cultural or religious traditions.
12. Old Gold Cigarettes – “For Women Watching Their Weight” (1974)
This ad explicitly targeted women by promoting cigarettes as appetite suppressants, echoing a trend present in multiple tobacco campaigns of the era. By framing smoking as a slimming strategy, it exploited body insecurities and ignored health risks. Today’s strict bans on weight-loss health claims, combined with evolving awareness of eating disorders, make such messaging doubly prohibited for harm and manipulation.
13. Sprite – “Authenticity” Regional Ads (1977)
Certain 1970s regional Sprite promotions used coded language about being “authentic,” indirectly pressuring consumers to match stereotyped cultural behaviors. Aired in select urban markets, the campaign blurred the line between identity and consumption. While subtle, it reinforced narrow and inaccurate depictions of Black culture to create brand affinity. Modern advertisers emphasize representation and accuracy, making such stereotyping unacceptable.
14. Tootsie Pop – Native-Themed Wrapper Tie-In Spots (1970–1972)
Though the wrapper existed earlier, several 1970s tie-in commercials referenced the star-shooting Native caricature found on more than 60 million wrappers yearly. The animated ads echoed outdated depictions, using simplistic tribal imagery for charm. Today, increased awareness of Indigenous identity and cultural appropriation ensures that such iconography would be removed and replaced with respectful, accurate representation instead of nostalgic stereotypes.
15. Bayer – “For the Nervous Housewife” Ads (1971)
This campaign aired nationwide with over 500 scheduled placements, framing women’s stress as something solved simply by taking aspirin. Rather than addressing unequal workloads or emotional burdens, the ads trivialized women’s mental strain. Modern audiences would view this as reductive and patronizing, and regulatory bodies discourage messaging that reinforces gendered emotional stereotypes, making this commercial entirely unacceptable today.
