This week, ITV marked its 70th birthday – and with it, 70 years of TV advertising. It’s a brilliant moment to reflect on the evolution of commercial advertising, as captured in their Living Room Legends report, produced in partnership with D&AD and System1. The report takes us through seven decades of iconic TV ads: from the very first, for Unilever’s Gibbs SR toothpaste to Cadbury’s unforgettable drumming gorilla. These ads haven’t just sold products, they’ve shaped culture, sparked conversations and built brands.
In the report, our CEO, Stephen Woodford, reflects on how far commercial advertising has come. With advertising contributing £108.6 billion of GVA to the UK economy and supporting 1.7 million jobs, he reminds us that one thing hasn’t changed: advertising remains an economic powerhouse. As the AA prepares to celebrate its own centenary next year, the report also features a contribution from our Communications Director, Matt Bourn, on public confidence and trust in advertising. He explores how technological change continues to shape the way we communicate – and how we can do so in trustworthy ways.
Living Room Legends also includes a deep dive into seven of the industry’s favourite ads. To understand what makes them so evocative and effective, you can find out more in the full report here.
Our must-reads:
- LBB has reflected on the iconic ads which Clearcast has played a role in putting on TV, balancing creativity with broadcast rules. (Little Black Book)
- ISBA has announced its list of best ads as part of its 125th anniversary celebration. (Campaign)
- The IPA will be launching a media carbon calculator with Ad Net Zero’s GMSF Standard built-in. (Little Black Book)
- The shortlist for the Talent Trailblazer Award 2025 has been revealed, spotlighting the efforts of individuals and organisations to open up the marketing industry to new talent. (Marketing Week)
- Newsworks have released their new report Attention, which examines the link between high-attention media and advertising effectiveness. (Newsworks)
Our pick of the ads:
- Our Ad in the A is ‘70 years idents’ by ITV Creative for ITV, celebrating 70 years of commercial TV.
- Havas Play UK has created the ‘Jet2 Hype Shirt’ for Jet2 in time for London Fashion Week.
- BBH has also leaned into the recent fashion theme in ‘Audi Car Couture’ where Audi car parts are reimagined to lay flat in a dress-making pattern.
- Battersea is promoting the route rescue dogs and cats take to their new homes in a takeover of London tube lines for ‘All in, for their journey home’ by New Commercial Arts.
Dates for your diary:
- Creator Fest is taking place on 23 October, where brands, creators, agencies and tech leaders will discuss the future of influencer marketing. Our members can unlock a 20% discount using the code: ‘AAMEMBERSHIP20’. Book here.
- Are you a highly creative and innovative leader or specialist in your field? UK Juror nominations for Cannes Lions 2026 are now open! Find the full list of categories and submit your nomination here before 24 October.
- The Future of Media London, curated by The Media Leader and taking place on 4-5 November, is a conference for media leaders, planners, buyers and strategists. Find out more here.
And finally, a shout-out to those shortlisted for the Campaign Ad Net Zero Awards. Since setting up the awards four years ago, it’s been fantastic to see them go from strength to strength. There are some new categories to look out for, including those that recognise outstanding contributions from both teams and individuals to make their businesses more sustainable. Don’t forget, table sales are now open for the ceremony on 13 November.
