The 1980s and 1990s were a golden age for advertising. With no internet to critique campaigns in real-time, brands pushed boundaries to grab attention, often crossing lines that today would result in public outrage. As society evolves, many of these iconic campaigns now serve as examples of what not to do. Here are 10+ ads from that era that wouldn’t fly today and the cultural shifts that have made them controversial.
1. Calvin Klein’s Brooke Shields Campaign (1980)
Calvin Klein’s infamous campaign featured 15-year-old Brooke Shields provocatively declaring, “You want to know what comes between me and my Calvins? Nothing.” While it catapulted the brand to fame, the ad faced immense backlash for sexualizing a minor. Critics today highlight how inappropriate it was to use such a young model in an overtly suggestive campaign, and this type of messaging would be met with immediate condemnation.
2. Sega’s “Play with Yourself” Console Ad
Sega’s ad for its handheld console featured the tagline, “To be this good takes ages. To be this good takes Sega.” While clever, the ad also included a sexually suggestive play on words, implying inappropriate solo activities. In an era before strict advertising guidelines, these cheeky double entendres passed as humor, but today they would be flagged for their unnecessary sexualization.
3. Protein World’s “Beach Body Ready” (1990s Aesthetic Revival)
Though the controversy reached its peak with Protein World’s 2015 revival of the concept, this style of ad was a staple of the 1980s and 1990s. Featuring slim, bikini-clad models, the tagline asked, “Are you beach body ready?” Modern audiences criticize such ads for promoting unrealistic body standards and shaming diverse body types.
4. Tango’s “Orange Man” Slap Commercial (1992)
In the UK, Tango’s ad showed a man being dramatically slapped across the face after drinking a can of Tango. While initially amusing, the ad was pulled after children mimicked the slap, causing injuries. Today, regulators would swiftly remove any ad encouraging potentially harmful behavior.
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5. Yves Saint Laurent’s “Opium” Fragrance Campaign (2000)
This campaign featured a nude model reclining sensually to promote YSL’s Opium fragrance. While nudity in advertising isn’t uncommon, this ad was criticized for objectifying women. In today’s climate, it would face even harsher backlash for perpetuating the male gaze and reducing women to sexual objects for product promotion.
6. Grove’s Tasteless Chill Tonic with Questionable Claims
Vintage ads often marketed dubious medical products, but this one took it a step further by featuring a sickly-looking child with a caption promoting a tonic. Not only was the imagery unsettling, but the unproven health claims would violate modern advertising laws. Today, such ads would be banned for exploiting fear and spreading misinformation.
7. Burger King’s “Herb the Nerd” Campaign (1985)
Burger King introduced “Herb,” a fictional character who had never tasted a Whopper. While the campaign aimed to create intrigue, it mocked nerd culture and alienated audiences who felt ridiculed. Given today’s embrace of geek culture, this ad would feel out of touch and mean-spirited.
8. Gucci’s G-Spot Ad (2003)
While technically from the early 2000s, this Gucci ad represents the lingering provocative style of the 1990s. It depicted a model with a “G” shaved into her pubic hair, causing widespread outrage. Today, brands would be heavily criticized for using overtly sexual imagery to sell products, especially when unrelated to the brand’s core identity.
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9. Sisley’s Ad (2001)
In 2001, Sisley sparked outrage with an edgy advertisement featuring a cow’s udder. Model Josie Maran was depicted in a provocative pose, drinking milk directly from the udder, which drew widespread criticism. The campaign, shot by controversial photographer Terry Richardson, included other farm-themed images, but none stirred as much debate. Due to the overtly suggestive nature of the photograph, the ad faced backlash and was ultimately banned.
10. Calvin Klein’s Underage Models Campaign (1990s)
Calvin Klein struck controversy again in the 1990s with ads featuring underage models in provocative poses. Critics argued the brand deliberately blurred the lines of acceptable advertising to generate buzz. With modern movements emphasizing the protection of minors, such campaigns would be universally condemned today.
11. Camel’s Advertising
This cartoon mascot was accused of intentionally targeting people to encourage smoking. Camel became so controversial for health ads that public pressure forced the company to retire these ads in 1997. Today, this type of marketing would result in lawsuits and regulatory action.
12. “Is She Pretty Enough to Get the Job?” Employment Ads
Job-focused ads often targeted women, using slogans like “Your looks will get you ahead.” These campaigns blatantly emphasized physical appearance over qualifications. In an era championing workplace equality, such messaging would be flagged for sexism and dismissed as unacceptable^5.
Cultural Shifts in Advertising
These ads from the 1980s and 1990s highlight how much societal norms have evolved. As awareness of issues like sexism, body shaming, and harmful behavior grows, advertising must adapt to meet modern expectations. What was once edgy or humorous is now seen as offensive, proving that progress in advertising mirrors progress in society.
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