The average American sees thousands of advertisements over time, but only a handful stick with us for years. The 1970s produced plenty of commercials that people still remember for their catchy songs, memorable characters, clever slogans, and unmistakable style.
Some of these ads sold everyday products, while others turned a simple slogan into something people repeated long after the commercial ended. Here are 17 memorable ads and campaigns from the ’70s that left their mark on television and popular culture.
Coca-Cola’s “I’d Like to Buy the World a Coke” Campaign
Coca-Cola’s 1971 commercial featured people from different backgrounds singing together and sharing the idea of buying the world a Coke. The message of friendship and togetherness struck a chord during a decade marked by social and political tension.
Related: 17 Ordinary ’70s Experiences Younger Generations Would Never Expect
Volkswagen’s “Think Small” Campaign
Volkswagen’s “Think Small” campaign took a very different route from the flashy car advertising of its time. Instead of pretending the Beetle was large or luxurious, the ads made its small size part of the appeal.
American Express “Do You Know Me?” Campaign
American Express used well-known figures in its “Do You Know Me?” ads to give the card a sense of recognition and status. The campaign connected the card with people who were already familiar to the public, including dancer Mikhail Baryshnikov.
Related: 18 Popular Grocery Store Foods from the ’70s That Disappeared
Revlon’s “Charlie” Perfume Campaign
Revlon’s Charlie perfume ads arrived during a period when women were pushing for greater independence in work and everyday life. A Carleton University study linked the campaign to the growing women’s liberation movement and its evolving ideas about women’s roles.
Life Cereal’s “Mikey Likes It” Campaign
Life Cereal introduced viewers to Mikey, a young boy who was portrayed as a picky eater. The simple idea was that if Mikey liked the cereal, maybe kids who were just as selective would like it too.
Alka-Seltzer’s “I Can’t Believe I Ate the Whole Thing”
The line “I can’t believe I ate the whole thing” became one of the best-known advertising phrases of its era. The Alka-Seltzer commercial played on the familiar feeling of eating too much and then needing something to settle your stomach.
Related: 10 ’70s Bands That Didn’t Live Up to the Hype
McDonald’s “You Deserve a Break Today”
McDonald’s used “You Deserve a Break Today” to present a quick meal as a welcome pause from a busy day. The campaign spoke to people who felt tired and rushed, and helped position the restaurant as a place for convenience and a short break.
Heinz Ketchup’s “Anticipation” Campaign
Heinz turned the wait for ketchup into the whole point of its “Anticipation” campaign. Carly Simon’s song “Anticipation” played while people waited for the thick ketchup to finally come out, creating a commercial that was easy to remember.
Avis “We Try Harder” Slogan
Avis openly acknowledged that it was the second-largest car rental company behind Hertz with its “We Try Harder” slogan. The message suggested that being number two meant the company had more reason to work hard for its customers.
Related: 15 Everyday Experiences Only People Who Grew Up in the ’70s Remember
Kodak “Share Moments, Share Life”
Kodak’s “Share Moments, Share Life” campaign focused on the emotional side of taking pictures. The ads connected photography with family, friends, and everyday memories that people wanted to keep.
Old Spice’s “Mark of a Man”
Old Spice used the “Mark of a Man” message to connect its products with traditional ideas about masculinity. The commercials presented grooming as part of being a confident, well-put-together man.
Tootsie Pop “How Many Licks?” Campaign
The Tootsie Pop commercial asked the question everyone seemed to wonder about: how many licks does it take to reach the center of the candy? The memorable owl tried to find out before giving up and biting into the pop, while research later found the answer to be about 1,000 licks, according to NPR.
Burger King’s “Have It Your Way”
Burger King’s “Have It Your Way” campaign told customers they could order their burgers the way they wanted. That simple message gave the chain a clear identity and offered a direct alternative to the more fixed menus common at fast-food restaurants.
Marlboro Man Campaign
The Marlboro Man campaign used the image of a rugged American cowboy to sell cigarettes as part of a particular lifestyle. The character became closely tied to the brand and remained one of the most recognizable advertising figures of the 20th century.
Noxzema “Take It Off” Shaving Cream TV Ad
Noxzema’s “Take It Off” commercials used humor and a playful tone to make shaving cream stand out from ordinary grooming ads. The campaign gave the brand a memorable personality and turned a basic daily routine into something more entertaining.
Nestlé Toll House Cookies “Bake the Very Best”
Nestlé Toll House connected its cookie ads with the familiar feeling of homemade baking and family time. The campaign made the cookies feel like something worth bringing into the kitchen for birthdays, gatherings, and everyday treats.
Pepsi Challenge Campaign
The Pepsi Challenge invited people to taste Pepsi and Coca-Cola and decide which one they preferred. The blind taste-test idea gave Pepsi a memorable way to challenge Coca-Cola’s strong position in the soft drink market.
