The 1950s and 1960s were a transformative time in marketing history, often referred to as the golden age of advertising. This era was defined by groundbreaking creativity, bold storytelling, and the emergence of Madison Avenue as the epicenter of marketing brilliance.
Immortalized in the TV series Mad Men, this period offers valuable lessons for today’s marketers, proving that while tools and channels have evolved, the core principles of compelling advertising remain timeless.
The Golden Age of Advertising: What Made It Iconic?
The mid-20th century was a unique convergence of cultural shifts, technological advancements, and economic prosperity. Here’s why it became a golden age for advertising:
Creative Brilliance: Campaigns from this era prioritized storytelling and emotional resonance, moving beyond simple product descriptions to craft narratives that captured audiences’ imaginations. At this point, advertising was becoming truly exciting.
Mass Media Expansion: The rise of television, coupled with the continued dominance of radio and print, provided brands with unprecedented reach and influence.
Madison Avenue Culture: Madison Avenue became synonymous with advertising innovation, as agencies like Ogilvy & Mather and Doyle Dane Bernbach set new standards for creative excellence.
Classic Campaigns: Inspiration from the Past
The golden age gave us some of the most memorable advertising campaigns in history, many of which still serve as benchmarks for creativity and impact.
Volkswagen’s “Think Small” (1959)
Often hailed as one of the greatest ad campaigns of all time, Volkswagen’s minimalist print ad challenged conventional car advertising. It embraced the Beetle’s small size as a selling point, using wit and honesty to stand out in a market dominated by larger vehicles.
Lesson: Don’t be afraid to embrace what makes your product different—it could become your greatest strength.
“The Man in the Hathaway Shirt” (1951)
David Ogilvy’s campaign for Hathaway shirts featured a sophisticated man wearing an eye patch, creating intrigue and elevating the brand’s perceived status. The ad didn’t focus on the product’s features but instead sold a lifestyle and created curiosity with unexpected elements.
Lesson: Appeal to your audience’s aspirations, not just their needs.
Coca-Cola’s “Things Go Better with Coke” (1963)
This campaign leaned heavily on music and pop culture, featuring jingles from popular artists of the time. It positioned Coca-Cola as a central part of the upbeat, modern lifestyle of the 1960s.
Lesson: Align your brand with cultural trends to connect with audiences on a deeper level.
Mad Men and Madison Avenue: A Cultural Phenomenon
The TV show Mad Men shined a spotlight on the advertising industry during this golden age, dramatizing the high-pressure pitches, creative breakthroughs, and cultural influences of the time. Beyond its entertainment value, Mad Men offered a glimpse into the psychology of marketing—how understanding human desires, fears, and dreams can shape a campaign’s success.
Why the Mad Men Era Evokes Nostalgia
You may be wondering what this advertising and marketing era has to do with nostalgia. This era was more than 50 years ago and we're in a completely different world than we were then.
But the thing is, the creativity and boldness of this era is exactly why it's so iconic- it has left a lasting impression. Brands still pull inspiration from this era to unlock the power of nostalgia and connect with audiences on a deeper level.
Cultural Familiarity: The campaigns of the time—like Volkswagen’s “Think Small” or Coca-Cola’s jingles—are still remembered and referenced today. They transport audiences back to an era associated with optimism, style, and creativity.
Iconic Aesthetics: The mid-century design style of the Mad Men era—sleek fonts, bold visuals, and minimalist copy—has a timeless appeal. Modern marketing often mimics this aesthetic to evoke a sense of sophistication and nostalgia.
Timeless Storytelling: Campaigns from this time weren’t just about selling—they created enduring emotional connections. These narratives tap into the same universal themes of aspiration and belonging that resonate with audiences today.
Bringing Golden Age Creativity into Modern Campaigns
While the channels and tools have changed, many principles from the golden age remain relevant:
Authenticity Wins: Consumers value honesty and relatability, just as they did when Volkswagen turned “small” into a strength.
Culture Matters: Tap into current trends and values to make your campaigns timely and resonant.
Simplicity Works: In an age of digital noise, the clarity and focus of campaigns like Hathaway Shirts or Coca-Cola’s jingles can be incredibly effective.
Storytelling Is Timeless: Whether through a TV spot or a TikTok video, the power of a well-told story remains unmatched.
Bring Creativity from the Golden Age into Your Next Campaign
The lessons of the golden age of advertising remind us that creativity, authenticity, and boldness never go out of style. Whether crafting a campaign for social media or launching a multi-platform effort, drawing inspiration from this iconic era can set your brand apart.