"But let's drop the nostalgia and remember that this is a masterclass in what creativity really looks like across eras, categories and styles. Including what it looks like in the modern day. Yes, the tools have changed. The targeting is tighter. The media landscape's a multiverse now. But the principles that made Hovis timeless in 1973 still apply in 2025."
"Hamlet cigars and Smash Martians. Guinness Surfer and Sony Balls. Tango's Orange Man. John Lewis's Monty the Penguin. But let's drop the nostalgia and remember that this is a masterclass in what creativity really looks like across eras, categories and styles. Including what it looks like in the modern day. Yes, the tools have changed. The targeting is tighter. The media landscape's a multiverse now. But the principles that made Hovis timeless in 1973 still apply in 2025."
ITV turned 70 and celebrated seven decades of iconic British TV advertising that left lasting cultural and commercial impact. ITV, D&AD and effectiveness practitioners gathered campaigns from across eras, including Hamlet cigars, Smash Martians, the Guinness Surfer, Sony Balls, Tango’s Orange Man and John Lewis’s Monty the Penguin. The examples illustrate enduring creative principles: stirring emotion, storytelling, humor, fluent devices and strong memory structures. Technological and media changes—tighter targeting and diversified channels—have altered execution, but core creative mechanics that created timeless ads in the 1970s remain effective today and continue to be referenced culturally.
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