British advertising has produced some of the most memorable and controversial campaigns in history. From the PG Tips chimps to the Tango slapper, these adverts caught the public's imagination, often pushing ethical boundaries and reflecting societal norms of their time.
Heinz Aristocrat Tomato Man (1934)
Lloyd Weed of the Maxon Inc advertising agency created the Aristocratic Tomato Man to suggest the superior quality of Heinz's ingredients. The red-faced character, often seen astride a possibly airborne ketchup bottle, didn't make it into the Marvel Comic Universe. A figurine at the History of Advertising Trust archive shows Lord Tomato Man looking as though he's been beaten by a class enemy.
Pregnant Man (1969)
This Health Education Council ad featured a worried-looking man who had inexplicably become pregnant. The shocking image aimed to encourage men to use condoms and take sexual responsibility seriously. The ad was brilliant but controversial for its time.
PG Tips – Mr Shifter (1971)
Starting in 1956, PG Tips used chimpanzees to sell tea. In this ad, Mr and Junior Shifter move a piano, riffing on Laurel and Hardy's The Music Box and Bernard Cribbins' Right Said Fred. The chimps' agents likely negotiated royalties, possibly paid in tea and bananas.
Hovis – Bike Ride (1974)
Ridley Scott's commercial, soundtracked by Dvořák's New World Symphony, transformed Gold Hill in Shaftesbury into a symbol of British nostalgia. The image of a baker's boy pushing his bicycle uphill sold more than bread; it presented an idealised vision of community and tradition.
Cadbury's Smash – Martians (1973)
The Smash Martians ridiculed Earthlings for preparing mashed potato by hand, creating one of Britain's best-loved campaigns. John Webster's surreal humour and Bob Godfrey's animation made 'For mash get Smash' a cultural catchphrase, demonstrating the power of comedy in advertising.
Cinzano – Mile High Boozers (1979)
The ad features Joan Collins and Leonard Rossiter. Rossiter pushes the seat recline button, causing Collins to spill her drink. The punchline was improvised by Rossiter. The ad is remembered for its comedic timing and Rossiter's improvisation.
Levi's 501s – Laundromat Man (1985)
Nick Kamen strips to his boxers to wash his 501s in a laundromat, to the soundtrack of Marvin Gaye's I Heard It Through the Grapevine. The ad caused a sensation and boosted Levi's sales significantly.
Shake 'n' Vac Woman (1980)
Jenny Logan, known as WPC Sally Reed from Dixon of Dock Green, sang 'Do the shake 'n' vac' while vacuuming with gusto. The ad became iconic for its energetic performance and catchy jingle.
Mrs Oxo (1984)
Lynda Bellingham stars as a wife serving gravy-covered food to her family, including a husband who reads the paper at the table. The ad includes a saucy subtext when she says 'Remember Preston?' prompting her husband to look wistful.
Heat Electric – Frank the Talking Tortoise (1990)
Aardman Animations created Frank, a claymation tortoise who discusses his central heating preferences. Frank wants a system that is 'easily controllable' and 'fairly modern in design'. The ad combined animation with real interviews.
Tango – The Big Orange Fella (1991)
A man drinking Tango is slapped by a man in an orange bodysuit. The ad was banned after children suffered perforated eardrums from copycat slapping. A new iteration was due in summer 2026.
Guinness – Surfer (1999)
Inspired by Moby Dick, this black-and-white ad featured crashing waves and white horses. Jonathan Glazer's direction embodied the slogan 'Good things come to those who wait'. The ad is considered one of the greatest of all time.
Cadbury – Gorilla (2008)
A gorilla playing the drums to Phil Collins' In the Air Tonight had little connection to chocolate but became an instant phenomenon. The ad marked a shift towards entertainment-led branding and revitalised Cadbury's image.
Sony Bravia – Balls (2006)
Shot using hundreds of thousands of coloured balls released across San Francisco, the Bravia campaign celebrated colour and movement. The advert demonstrated how practical effects could create an emotionally engaging showcase for technology.
