18 Back-to-School Ads from the ’70s That Take You Right Back
Step back in time with these 18 iconic back-to-school ads from the '70s, where everything from trendy fashion to futuristic gadgets captured the spirit of an unforgettable era!
- Alyana Aguja
- 5 min read
Step back into the nostalgia of 18 retro back-to-school commercials from the dynamic 1970s, a decade that captured a distinctive cultural transition. Not only did these advertisements hype everything from hip fashion to innovative technology, but they also reflected the dynamic fusion of youthful spirit and new technology of the era. From vibrant school supplies, sports equipment, or famous celebrity endorsements, these retro campaigns provide an intriguing glimpse into the advertising that influenced a generation’s back-to-school experience.
1. Adidas: “Gear-Up to the New School Season” (1977)
Image from Wikipedia
Adidas appeared in Boy’s Life magazine, urging students to gear up for school using their athletic clothing. The ad featured a fashion-forward boy, representing the trendy, sporty feel of the era. It was a testament to the new trend of blending athletic wear with regular school style.
2. Mead/Westab Notebooks: “Fall in Love with Our Notebooks” (1972)
Image from Etsy
Mead’s 1972 campaign included notebooks with pictures of teen heartthrobs such as David Cassidy. These graphics made school supplies desirable among students. The ad drew on pop culture, making school necessities more desirable.
3. Frito-Lay: “School Supplies for Mom”
Image from Wikipedia
This spot playfully posited that moms needed their own “school supplies” in snack packs. Illustrated with a sample pack of assorted chips, the ad emphasized how easy snacks play in school lunch. The promotion toyed with moms requiring personal supplies to facilitate the school period.
4. Family Matching Outfits: “The Family That Dresses Together”
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An advertisement featured a family of three all clad in the same red jacket, highlighting togetherness through clothing. This trend highlighted family ties and unity. These coordinated ensembles were a defining characteristic of the 1970s family style.
5. Shined Shoes: “Polished to Perfection”
Image from Inside Hook
Ads reinforced the need for highly polished shoes for a neat school look. They implied that paying attention to footwear indicated readiness and discipline as a whole. This grooming concern pointed to society’s expectations regarding student presentation.
6. Pat Boone Fashion: “Dress Sharp for Success”
Image from X
Advertisements modeled after entertainer Pat Boone urged students to wear formal clothing such as shirts and ties. This look was intended to impart a sense of professionalism and seriousness to students and capture the era’s focus on propriety in school.
7. Slimming Products for Children: “Join the Slim Set”
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In a twist that was unexpected, some ads targeted children with diet products, asking them to be members of the “Slim Set.” This represented a multifaceted and contradictory attitude toward body image and health. Such communications would be unacceptable today.
8. Celebrity Folders: “Donny and David on Your Desk”
Image from DeviantArt
School supplies included photos of teen idols such as Donny Osmond and David Cassidy. These products made classrooms pop culture fan displays. They were an example of how celebrity culture pervaded daily student life.
9. Miniature Adult Styles: “Tiny Bell-Bottoms and Plaid Suits”
Image from Amazon.com
Children’s clothing reflected trends in adult clothing, with children sporting mini versions of trendy adult attire. Young boys were seen wearing small-scale replicas of trendsetters, highlighting refinement. The tactic helped confuse child fashion and adult fashion.
10. Bowties and Bicycles: “Ride in Style”
Image from Mango
One ad showed boys on sturdy Roadmaster bicycles wearing bowties. The combination of stylish wear and rugged travel emphasized individualistic fashion standards. It represented the combination of formality and utility that defined the era.
11. Zayre Department Store: “Shop in Comfort”
Image from Wikipedia
Zayre’s advertisements proudly stated that they were air-conditioned, welcoming families to shop comfortably. They highlighted the vast variety of back-to-school merchandise. This positioning on the shopping experience was a new marketing strategy back then.
12. Colored Pencils: “Brighten Your School Days”
Image from ArtWhale.PH
Advertisements for colored pencils by companies such as Venus, Eagle, and Dixon emphasized their bright colors. They presented these materials as necessary for creative schoolwork, focusing on bringing learning to life in a more colorful way.
13. Slide Rules and Calculators: “Tools for the Modern Student”
Image from Office Warehouse
Early 1970s advertisements highlighted slide rules as essentials for upper-level students. Towards the latter part of the decade, electronic calculators such as the TI-30 started to become less expensive and trendy. These items symbolized the technology in the classroom.
14. Seventeen Magazine: “Fashion Forward for Fall” (1972)
Image from The Avocado
Seventeen Magazine’s August 1972 back-to-school campaign featured the new fall fashions. It led teenage girls through fashionable outfits for the upcoming school year, influencing teen fashion trends nationwide.
15. Coca-Cola: “Back to School with Refreshing Taste” (1970s)
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Coca-Cola’s 1970s commercials made the drink the go-to refreshment for students preparing to head back to school. With slogans such as “Cool down for school,” it paired the beverage with recreation and leisure time after school. The brand targeted both kids and parents astutely, tying Coke to a cooling back-to-school ritual.
16. Procter & Gamble: “Tidy Up with Tide” (1973)
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P&G’s back-to-school campaign in the early ’70s featured ads for Tide aimed at harried parents preparing for the new school year. Cleanliness and convenience were the brand’s marketing focus in campaigning for its detergent to be the key to fresh-smelling kids’ clothing all year round. Efficiency in handling back-to-school laundry became a catchword in family life.
17. General Electric: “The New Cool” (1975)
Image from Wikipedia
General Electric rode the back-to-school period by advertising its new series of small refrigerators, perfect for dorms and teen bedrooms. The advertisement, highlighting the “cool” aspect, sold not only appliances but also a lifestyle of independence for older students. The campaign targeted an emerging trend of personalizing living spaces as an indicator of increased autonomy in youth culture.
18. Sugar Energy: “Get a Boost with Sugar”
Image from Wikipedia
Some ads promoted sugar as an energy source for active school days. They claimed that sugar provided the necessary pep for activities like dancing the Twist. This messaging contrasts sharply with today’s nutritional guidelines.