14 TV Commercials from the ’80s That Wouldn’t Air Today
The bold style of 1980s TV advertising helped shape pop culture, but not all of it aged gracefully. Many ads from that era relied on themes or tactics that would raise serious concerns if broadcast now. Explore 14 commercials from the ’80s that likely wouldn't make it past today's approval boards.
- Tricia Quitales
- 6 min read
Television advertising in the 1980s often pushed boundaries, reflecting the cultural norms and humor of the time. Some of the most iconic ads from that decade featured messages, imagery, or stereotypes that would face intense scrutiny in the modern media landscape. Whether through outdated gender roles, insensitive jokes, or exaggerated product claims, many would be considered inappropriate today. Looking back at these commercials offers a glimpse into how much advertising standards and audience expectations have changed.
1. Joe Camel Cigarette Ads
Camel Cigarettes on Wikimedia
Joe Camel was a cartoon character used to market Camel cigarettes, with a style that appealed heavily to younger viewers. Critics argued that the ad campaign targeted children despite being for an adult product. The character appeared in comic-style print and television spots with a cool, rebellious image. Studies showed a high brand recognition among minors. Today, regulations prohibit tobacco companies from advertising in such a way.
2. Folgers “Wife Fixes Coffee” Commercials
JA Folger Co. on Wikimedia
Folgers once ran ads where husbands criticized their wives’ coffee-making skills. The solution was always switching to Folgers for better taste. These commercials often portrayed women as homemakers whose value was tied to pleasing their husbands. Gender stereotypes were heavily reinforced. A commercial like this now would face backlash for outdated roles.
3. Pepsi’s Michael Jackson Fire Incident Ad
Michael Wall on Wikimedia
Pepsi’s 1984 commercial featuring Michael Jackson was iconic until a pyrotechnics mishap caused him serious injury. The ad featured a huge crowd, flashing lights, and dancing children, setting a high-energy scene. While visually impressive, the safety concerns surrounding the shoot brought negative attention. The incident sparked conversations about production safety. Today, stricter filming standards would prevent such risks.
4. Jell-O Pudding with Bill Cosby
Unknown author on Wikimedia
Bill Cosby was once the long-time face of Jell-O pudding commercials. His wholesome image made him a trusted figure in family-focused ads. In light of later criminal convictions, rerunning these commercials would be unthinkable today. Brands now move quickly to distance themselves from controversial figures. Cosby’s legacy has complicated how these ads are viewed in hindsight.
5. Ayds Diet Candy
Garrett johnson on Pexels
Ayds was a popular appetite-suppressant candy with commercials that ran throughout the early 1980s. Its name became a serious issue during the rise of the AIDS crisis. Although unrelated, the unfortunate branding led to a steep decline in sales. The ads continued to run for a time, despite growing public discomfort. Today, sensitivity to language would prevent a product name like this from ever launching.
6. McDonald’s “Oriental McNuggets” Ad
Evgeniya Davydova on Pexels
McDonald’s once aired a commercial promoting a limited-edition item called “Oriental McNuggets.” The ad used stereotypical imagery and music, attempting to market the product with an exaggerated theme. The commercial was widely accepted at the time but would now be seen as culturally insensitive. Brands today are held to much higher standards of representation. This kind of messaging is no longer tolerated in mainstream media.
7. Skittles “Taste the Rainbow” Early Ads
Erik Mclean on Pexels
Early Skittles ads from the ’80s featured surreal imagery and sometimes unsettling humor. One such ad involved bizarre color transformations and oddly behaved characters. While creative, the tone often leaned into weirdness that confused or disturbed younger viewers. Modern campaigns focus more on playful, inclusive humor. The earliest versions would likely be reworked for tone today.
8. Bud Light’s Spuds MacKenzie
Anheuser-Busch Companies, LLC on Wikimedia
Spuds MacKenzie, a partying bull terrier, was the face of Bud Light’s ad campaign in the late 1980s. Despite being a dog, the character was surrounded by attractive people and glamorous party scenes. Many criticized the ads for indirectly appealing to underage audiences. Concerns over alcohol marketing rules soon followed. Ads today must follow strict guidelines to avoid encouraging youth drinking.
9. “Mean” Joe Greene Coke Commercial
Various on Wikimedia
While the sentiment was heartwarming, the original ad placed a heavy emphasis on athletes as ideal male role models. A kid gives his Coke to a grumpy football player, who later tosses him a jersey in return. Though iconic, the portrayal of masculinity was very narrow. Today, advertisers aim for more diverse and balanced messages. Modern adaptations of the ad have updated these themes.
10. Calgon “Ancient Chinese Secret” Commercial
RDNE Stock project on Pexels
The Calgon laundry detergent ad featured a Chinese-American character who secretly used the product at his family’s dry cleaner. The tagline “Ancient Chinese secret” was delivered with a wink, reinforcing a cultural stereotype. The commercial leaned on a narrow view of Asian culture to create humor. It remained on air for years despite growing discomfort. Today, it would be seen as offensive and inappropriate.
11. Diet Pepsi with Michael J. Fox
مآمثلي آحد on pexels
In one ad, Michael J. Fox goes to extreme lengths to get a woman a Diet Pepsi, even climbing through windows and running through traffic. Though charming, the commercial relied on an outdated idea of male persistence as romantic. Some viewers now see it as overly aggressive. Advertising has shifted toward more mutual and respectful interactions. A modern remake would tone down the pursuit aspect.
12. HeadOn “Apply Directly to Forehead” Ad
cottonbro studio on Pexels
While technically a 2000s product, the famously repetitive style of this ad mirrored the jarring tactics seen in late ’80s commercials. It repeated the phrase “Apply directly to the forehead” without explanation or context. The lack of useful information and annoying repetition drew criticism and parody. In today’s advertising landscape, clarity and transparency are key. A commercial like this would be restructured for consumer trust.
13. Virginia Slims “You’ve Come a Long Way, Baby”
Lance Reis on Pexels
These cigarette ads targeted women by linking smoking to empowerment and independence. Glamorous models were shown lighting up as a symbol of liberation. The contradiction between health risks and positive messaging sparked major backlash later. Advertising tobacco to women using feminist themes is no longer legal in many countries. This campaign remains one of the most controversial in advertising history.
14. Toys “R” Us “I Don’t Wanna Grow Up” Ads
Toys “R” Us on Wikimedia
While nostalgic, the jingle-heavy ads painted a simplified, overly cheerful image of childhood consumerism. Kids were shown surrounded by endless toys, promoting material happiness as a goal. The ads contributed to a culture of excess in children’s marketing. Today, campaigns often emphasize creativity and experience over sheer consumption. These early messages would likely be softened for modern values.