The History of Advertising Trust (HAT), an educational charity turning 50 this year, has preserved over 30,000 British TV adverts available to view online. The archive includes classics such as Paul Hogan promoting amber nectar, Mel Sykes and Boddington's, Castlemaine XXXX, and numerous Guinness ads.
Largest Archive of British Advertising
John Gordon-Saker, executive director of HAT, says: “We are the largest archive to preserve and promote British advertising in the world.” He notes that advertising has been relevant since the early days of steam, but has evolved significantly over the last 50 years, with data becoming more prominent than storytelling.
Despite the shift, quality storytelling persists. Gordon-Saker cites the Cadbury's Alzheimer's ad, where a daughter brings her father a bar of whole nut for his birthday, only for him to whisper, “don't tell my daughter, but I don't like nuts.” He describes it as “a spike through the heart.”
Preserving History for Brands and Public
Deputy director Alistair Moir emphasises advertising's role: “Advertising is really important to the economy and the UK in general. Its core purpose is to drive competition, support innovation and underpin economic growth.” He adds that public health campaigns during Covid “undoubtedly helped to save thousands of lives.”
Brands regularly use the archive to inform modern campaigns. Moir says: “We love it when brands look back at their heritage and reuse all the campaigns.” He points to Tango's “You've been Tango'd” revival, which still resonates 30–40 years later.
Iconic Campaigns That Almost Didn't Happen
Not all beloved ads were instant hits. The Smash Martians commercial, created by John Webster, nearly failed to air. Moir explains: “I think the actual idea itself only got through because it was kind of snuck into testing… At the beginning, I don't think the industry was enamoured, but the public reaction was completely different.”
Character-led series once built massive audiences. Gordon-Saker recalls the Gold Blend ads with Anthony Head and Sharon Moore, calling it “a mini soap in effect. Massive numbers, millions and millions tuned in for the denouement.” He also remembers Leonard Rossiter and Joan Collins for Cinzano, and the PG Tips chimps: “who had more going on than just ‘the piano’s on my foot.’”
Modern Storytelling and John Lewis Ads
John Lewis continues the tradition of emotional storytelling. Moir highlights the recent Christmas ad featuring a father and son connected by a dance track: “It's about the connection between the son and the father… I've got a young son. He's only six or seven now, but that still resonated with me.” Gordon-Saker favours the “space girl and the little boy” ad.
Last year, UK advertisers spent £46.7 billion. Search engines accounted for 38.3%, social media 24.7%, and TV 11.2%. Total spend is forecast to exceed £50 billion this year, and both Moir and Gordon-Saker hope for a resurgence in classic-style ads.
Personal Favourites from the Archive
Gordon-Saker's top picks are the Hamlet plume of smoke in the photo booth and Cinzano on a plane with Rossiter and Collins. He notes that neither would be made today due to sexism and smoking concerns. Moir chooses the 2008 Hovis ad, “Go on lad,” calling it “a perfect blend of nostalgia, brand heritage and creativity.”
Moir also fondly remembers the 1989 Milk Marketing Board commercial where a young Liverpool fan warns his mate that without milk he would only be good enough for Accrington Stanley. He says: “Why on earth that would resonate, I don't know, but I still remember that to this day.”
Gordon-Sarker's underdog pick is the R White's Secret Lemonade Drinker campaign from 1973, with a jingle by Ross MacManus, father of Elvis Costello. He says: “I don't think it appears in many polls, but the R White's Secret Lemonade Drinker comes down with his dressing gown… when it was, it was brilliant.”
Expert Opinion on Enduring Ads
Rory Sutherland, vice chairman of Ogilvy UK and author of Alchemy: The Power of Ideas That Don’t Make Sense, praises HAT's work: “They do very, very important work, preserving archives of old advertisements which are easily lost.” His favourite ads include the Guinness campaign with toucans. He notes that “animals work… from the John Smith's dog to the Dulux dog, to the meerkats.”
