Influencers in Modern Ads vs. Vintage Ads: Inspiration from Decades of Marketing

Introduction:

Ever noticed how ads have changed over the years? How influencers took over media marketing. Join us as we showcase a mix of nostalgic blasts from the past and the modern influencer ads that catch our eye today.

Modern ads are the advertisements that we see on television today that includes celebrities and influencers. It could be argued that the role of newspapers is diminishing. Why are they getting old? This shift is largely due to the rise of technology and social media, which have amplified the impact of influencer marketing, making digital platforms the preferred medium for ad placements. Indeed, over 78% of people today are seeing their ads online, through Facebook or other media outlets.

Advertisers now have more platforms and ways to reach or catch their audience's attention. Influencers have it easier than ever before. Their fans are likely to heed their recommendations, often purchasing the products or supporting the campaigns they promote. Ads today are often more targeted or personalized to people via algorithms and statistics. They can be tailored to specific demographics, interests, and behaviors, making them more relevant to viewers.

On the other hand, ads from 30-50 years ago had a different charm. They relied heavily on traditional media like TV, radio, and newspapers. They had to be catchy and memorable to grab attention amidst the limited options available. These ads often had jingles, catchy slogans, and iconic characters that became part of popular culture.

Authenticity of Vintage Ads

Most customers value brand authenticity the most. 34% of all customers trust businesses. That's why brands go above and beyond to portray themselves as real and human

One method of portraying realism was through doctor's endorsements in smoking ads. These endorsements were meant to convey the message that smoking might not be as harmful as considered. Of course, rarely anyone bought this message, and large companies would get a lot of heat from it. This has largely changed, as now, fortunately, ads have improved and started to advertise true authenticity. A notable example of this approach involved Camel Cigarettes.

The people were happy to find out that even doctors approved and endorsed them. People smoked like crazy, an article even said that 45% of people in the 70s smoked cigarettes. Nowadays people smoke way less. WHO (World Health Organization) stated that 22,3% of people smoked during 2020.

In contrast to these vintage strategies, more recent marketing efforts have emphasized personalization, as seen in Coca-Cola's "Share a Coke with" 2020 campaign. These were an instant success, as people loved the novelty of drinking from a bottle with their name on it. This strategy brought customers closer to Coca-Cola, exemplifying how personalized marketing can foster a deeper connection between consumers and brands. Many individuals and companies alike have recognized this benefit, increasingly seeking to establish a similar bond through personalized experiences.

Spokespeople in Ads

Remember the happy and joy-filled characters on the cereal boxes, fast food restaurants, or candy packages? These characters served as brand ambassadors, creating a memorable link between the products and their consumers. Advertisers understood the importance of having a recognizable figure at the forefront of their brand. This era witnessed the emergence of some of the most iconic brand spokespeople.

Influencers in Advertising in the 40s

Here is a Frisch's Big Boy fast food commercial poster. They began selling Big Boy hamburgers in 1946 at downtown Cincinnati and flipping burgers to this day.

Influencers in Advertising in the 70s

Among the most nostalgic and memorable icons are Ronald McDonald from McDonald's and the Red and Yellow M&M's characters, first introduced in the 1970s.

Here is a look at one of the first Ronald McDonald commercials:

Influencers in Advertising in the 80s

The 80s marked a period of both subtle and significant changes in advertising. An example of this is the TMNT (Teenage Mutant Ninja Turtles) cereal. They were introduced to the market in 1989 and discontinued in 1995.

In the 80s, we also saw a sudden but subtle change. Ronald and the Candies were still joyfully shown in all the ads, but a new era was approaching. The 80s was the time we entered the “Michael Jackson era”.

We had better quality cameras and studio equipment. Pop music and rock bands became iconic and were used in ads.

Influencers in Advertising in the 90s

"You've got the right one, baby, uh-huh" became the most popular catch phrase of the decade, and was included in Pepsi commercials with Ray Charles. The Auditions spot was rated one of the most memorable commercial in the early 90s.

Influencers in Advertising in the 2000s

In the 2000s, equipment got better. This is where we entered the technology stage. Better equipment meant better ads from companies. New spokespeople started approaching and new ads were pumped out weekly. This meant more and more brands could have a smoother relationship with their audience.

Here is Britney Spears She starred in a commercial for Pepsi back in 2001, titled “ The Joy Of Cola” in which she sang and danced in a factory for the beverage brand.

Influencers in Advertising in the 2010s

In the 2010s there was the Cheetos Mascot The Chester Cheetah, roaming around the everyday ad life. It had a big effect on kids. The Leopard represented the badness and solitude of a leopard, so kids started eating the chips and everyone thought that the cheetah was cool and badass. The big prizes and cool competitions to find the best looking chip, it was all part of a good ad and it helped to support the brand.

Mid 2010s, Frosted Flakes became the most popular cereal brand int he US. They were sweet, and the Tiger, even sweeter.

Influencers in Advertising in the 2020s

Travis Scott is one of the most known rappers of all time. He started with his music career in 2012 and releases music to this day. He is well known for his music career and Travis Scott´s Nike Air Jordan collection. In 2020 he did a collaboration with Mcdonald´s. They launched a Travis Scott meal and it went viral super fast and was overall successful.

American rapper Snoop Dogg is one of the best-known figures of gangster rap in the 1990s. He became a shareholder in Klarna as the company teamed up with Snoop Dogg in 2019, now he is arguably the smoothest man alive.

Snoop Dogg also has a multi-year partnership with footwear brand Skechers. They even released the first Sketchers x Snoop Dogg collection in august 2023.

Old Spice has a perfect marketing strategy where commercials contain a perfect mixture of humor and gender stereotypes. They successfully convinced men and women to look up to the idea of alpha male, who smell good and look like strong masculine men. Which can be achieved with the help of Old Spice. Buying an Old Spice satisfies both men and women, as the man is getting closer to masculine standards.

They have also launched a lot of commercial ads with celebrities. One of the most popular is Terry Crews. He is an actor and former football player.

In today's world we have a new era-content creators and influencers designing, creating and promoting their own product. Logan Paul, KSI and many more have decided on taking the path of making their own product.

KSI and Logan Paul, wrapped all the energy and taste into one bottle - Prime. Prime is doing amazing, always being bought and always being out of stock. Why? It's because the people we follow and watch daily make products that we like or support. So because we trust them, it's no wonder we buy it. The bottle literally looks like a collectors item, being all colorful and supreme to other bottle designs.

Conclusion

It's undeniable—we have come a long way in 50 years. Brands are now recognized for empowering customers through relatable narratives and personalized experiences. That only helps them build their brand awareness. Influencers share their platform with others to help others decide if they need or want to be part of the brand.

Everyday celebrities have a strong connection with their fans and they can use their fame and platform to put forward others' brand ideas or products. Brands can sell numerous products, and celebrities can earn money in the process.

As consumers, we require substantial evidence that companies and brands are genuinely committed to improving our lives. Some companies lie to us daily. The Statista Research Department stated that there are about 333.34 million companies in the world. People should always dig a bit deeper before buying or using any of the brands and companies they come across.

If we take our percentage of people who trust businesses from before, which is 34%, and the 7.9 billion people we have in the world, it means that 2.7 billion people trust businesses worldwide. Of course, some people don't even have access to the internet, which means that the number is lower. But it paints a good picture of how many people truly trust their surroundings.

Mascots and influencers. They have existed for years, bringing a wide smile to kids' faces and they're engraved into people's brains. They are “the brand”, getting the attention and because of that, the brand performs well.