20 TV Commercials from the ’80s That Were Surprisingly Risky

TV ads in the 1980s were more daring than many people remember. While the decade is known for big hair and bold fashion, it also pushed the limits of what could air on television. Some commercials were unexpectedly edgy, shocking, or even controversial for their time.

Tricia Quitales
May 6, 2025
6 min read

20 TV Commercials from the ’80s That Were Surprisingly Risky — Annette Dawm on Pexels

In the world of 1980s television, some commercials stood out not just for their creativity but for how far they pushed boundaries. From innuendos and controversial themes to dark humor and aggressive tactics, these ads shocked audiences and sparked conversations. Although they were meant to sell products, they sometimes challenged social norms or offended viewers. Here’s a look at 20 surprisingly risky TV commercials from the ‘80s that made a lasting impact.

1. Calvin Klein Jeans – Brooke Shields

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Brooke Shields famously said, “Nothing comes between me and my Calvins,” in this 1980 commercial. The line, paired with her young age and sultry tone, sparked public outrage and accusations of exploitation. Despite the backlash, it became one of the most iconic ads of the decade.

2. Apple – 1984 Super Bowl Commercial

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Directed by Ridley Scott, this ad used dystopian imagery to promote the launch of the Macintosh. It referenced George Orwell’s 1984 and showed a woman smashing conformity, a bold metaphor for a tech ad. The intensity and dark tone were rare for commercials at the time.

3. Pepsi – Michael Jackson Hair Fire Incident

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The commercial featuring Michael Jackson literally caught fire when a pyrotechnics accident set his hair ablaze during filming. While the final ad aired successfully, the incident highlighted the risky lengths companies would go to for spectacle. It raised questions about safety and celebrity involvement in ads.

4. Joe Isuzu – Isuzu Cars

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Joe Isuzu was a lying salesman character who made outrageous, clearly false claims about the cars. The humor was risky, as some viewers didn’t catch the satire and thought the company was being dishonest. It pushed the boundaries of trust in advertising.

5. Reebok – “Pump Up and Air Out”

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This commercial parodied Nike’s “Air” technology by literally deflating it. It was unusually aggressive for a sneaker ad, creating tension between major brands. Viewers were divided. Some found it funny, while others saw it as mean-spirited.

6. Cigarette Ads – Final Years Before the Ban

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Although banned on TV in the 1970s, some local stations continued to air tobacco-related promotions into the early ’80s. These ads often glamorized smoking with attractive people and exotic settings. They walked a fine line as public health concerns were growing rapidly.

7. Lite Beer from Miller – Gender Jabs

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The Lite Beer series often played with stereotypes, sometimes using crude jokes about gender roles. Though meant to be humorous, some ads drew criticism for being sexist or outdated even back then. They reflected a risky take on humor that wouldn’t fly today.

8. Energizer vs. Duracell – Battery Wars

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The battery commercials got surprisingly intense, with each company mocking the other’s product. Some even implied that using the competitor’s battery would ruin your gadgets. It marked an unusually aggressive tone for everyday household products.

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Benetton ads used striking imagery like interracial babies or dying AIDS patients to sell clothes. The message was more social activism than fashion, which confused and outraged some viewers. It was provocative, and some stations refused to air it.

10. Charmin – Mr. Whipple’s Toilet Humor

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Mr. Whipple scolding shoppers for squeezing the toilet paper seemed harmless, but critics pointed out the creepy undertones. His obsession with softness had some viewers raising eyebrows. It tiptoed into weirdly uncomfortable territory for a bathroom product.

11. Goodyear – Women in Danger

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One commercial showed a woman stranded in a dark parking lot with ominous music, suggesting danger until Goodyear tires “saved” her. Critics said it exploited fear for profit. Using fear-based tactics to sell tires was a bold and questionable move.

12. Diet Pepsi – “Choice of a New Generation”

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This campaign focused on youth rebellion and featured music icons like Madonna and David Bowie. The glamorization of rebellion and nightlife drew concern from parents. It was flashy, loud, and challenged traditional advertising norms.

13. Nair – “Short Shorts” Song

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The jingle “Who wears short shorts?” was paired with women in revealing outfits. While catchy, the overt focus on body image and exposed skin raised eyebrows. It walked the line between cheeky and objectifying.

14. Head & Shoulders – Dandruff Shame

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Some ads zoomed in on dandruff flakes on dark clothes, shaming people for not using the shampoo. It was harsh and made personal hygiene feel like a public embarrassment. For a hair product, the emotional pressure was unusually intense.

15. McDonald’s – Teen Love Stories

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Some 1980s McDonald’s ads featured teen couples flirting over burgers. Critics found it odd for a fast-food brand to dive into romantic themes. It risked oversexualizing a brand that primarily targeted families.

16. Calgon – “Ancient Chinese Secret”

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A laundromat owner says his cleaning secret is “ancient Chinese,” which was revealed as just Calgon detergent. The line and stereotype drew complaints about racial insensitivity. What was meant as light humor came off as racially tone-deaf.

17. Kodak – Kids in Grown-up Situations

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Some Kodak ads used kids acting like adults, showing them getting married and raising families, to sell film. While cute, this unsettled some adults, who found it eerie or inappropriate. The blurring of childhood and adulthood made the ads feel offbeat.

18. Pepsi – Madonna’s “Like a Prayer” Ad

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After debuting the ad, Pepsi pulled it because Madonna’s full music video stirred religious controversy. The brand tried to be edgy by linking with pop culture but got caught in a cultural storm. It became a lesson in how risky celebrity partnerships can be.

19. Toyota – “Oh What a Feeling!” Jump

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The ad featured people jumping with joy after driving their Toyota, but there were reports of injuries during similar imitations. Encouraging physical stunts for car buyers turned out to be questionable, highlighting the issue of ad influence on behavior.

20. Clairol – “Does She or Doesn’t She?”

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This hair color ad hinted at women hiding their age or beauty secrets, leading to debates on societal beauty pressure. Though subtle, it reinforced ideals that many found outdated and sexist. It wrapped insecurity in glamour, making it risky beneath the surface.