The Beauty of Vintage Advertising
When ads were art
There’s something magical about advertising from the 1960’s era.
It was an extremely creative time.
If you look at the music, literature, and movies from that era; everything was groundbreaking.
Some of that energy clearly rubbed off onto the advertising world (which has always been the most artistic part of business).
The field of psychology was growing and becoming more respectable as well.
Sure, some people definitely thought the field was full of ‘quacks’, but there was also an understanding that there some type of ‘there’ there. People were interested in the human mind like they never were before (this is also the era of psychedelics and MK-ULTRA to put things in context).
People were enamored with science but not yet consumed by data. So educated gut feelings were how decisions were made.
People just Went For It without caring about what the numbers said because, for the most part, there weren’t any.
Another reason why the 60’s were an advertising Golden Age was because ideology hadn’t infected the business world yet.
The 60’s are famous for student protests, but none of those people had any influence in the parts of society that mattered. Business was business, and everyone intuitively understood that the reason a business exists is to make money.
The confluence of all these factors resulted in straight-up perfection:
That copy makes me want to run out and buy a Rolex Datejust (in 18 ct. gold, with matching Jubilee bracelet) right now. I don’t know if this watch still exists, but I want it.
The people who made this ad Get It.
You’ve probably already read the book Cashvertising (the Bible of Copywriting), so you’re aware of the concept of the “Life Force 8”.
These are the desires that advertising needs to tap into to be successful.
In case you aren’t aware, the Life Force 8 are:
Survival, enjoyment of life, life extension
Enjoyment of food and beverages
Freedom from fear, pain, and danger
Sexual companionship
Comfortable living conditions
To be superior, winning, keeping up with the Joneses
Care and protection of loved ones
Social approval
The “You’d Wear a Rolex” ad obviously goes HARD on #6 and #8.
The following ad for Lucky Strikes is blatantly going after #1, #3, and #4:
It’s hilarious to think that a cigarette company would be able to advertise their products as being good for your health and physical appearance.
But it doesn’t have to be true to work. If you hit the right psychological triggers, you can sell anything.
How many modern ads even touch on the Life Force 8?
Not many.
Most modern advertisers think their job is to be quirky or funny. Think about Super Bowl ads. All anyone talks about is how funny they are, but do they actually sell anything?
Doubtful.
Another thing I love about vintage 60’s ads is how beautiful they are.
Many could be works of art in their own right.
Where did this aspect of our culture go and how can you bring it back in your own life and work?
This ad is the result of a team of people who had nothing better to do than to sit in their office and create it.
They didn’t have email or Slack to distract them. There was no temptation to start doomscrolling on social media. No phone vibrating on their desk. None of this stuff existed yet.
Radios and TVs were around, but they almost certainly didn’t have them in their office.
The only thing they could do all day was pour their attention into their work.
You can enter the same flow state now, but the difference is that you have to actively choose to. You have to consciously decide that today you’re only going to focus on what matters.
Easier said than done.
The things that you most want to pay attention to are the things that matter the least. You know that intuitively, yet you can’t resist.
But if you could, there’s nothing stopping you from creating something great just like the geniuses of the past did.
You’re a human being made out of bones, skin, and blood just like they were.
The only thing stopping you from creating something great is yourself.
Spend some time studying the ads from the past. Analyze them and figure out why they work.
But don’t spend too much time breaking them down autistically. Advertising is all about creating a feeling.
So look at them and feel.
Once you do, you’ll realize why they worked.
Yes, some aspects are dated. But human psychology never changes. It's the same now as it was 60 years ago and as it will be 60 years in the future.
Once you truly understand how human beings work (the unvarnished reality of it), you’ll be able to make money at will.
Took my wife to the doc last month, and they had 3 books on the table, famous ads from the 70s, 80's and 90s. Spent an hour just taking photos with my phone, using 4o to theme swap for my ads, pretty cool output.