The purpose of an advertisement is primarily to sell products but it also serves as a mirror to reflect the culture and societal values of its day. Before the bombardment of ads on YouTube and on our Facebook newsfeed, there were ads from the past that have accidentally become amusing by today's standard.
For your entertainment, I went on a hunt for vintage Thai ads that probably won't see the light of days if they were created today.
This poster made a bold claim that you can mix Red Bull with a liquor that has 35% alcohol content to make yourself a drink that tastes like whiskey. Also, another claim in a smaller font encourages those who can’t give up drinking to mix Red Bull in their drink as it can protect their livers. It’s very fascinating to see how Red Bull was marketed as an everyday man’s whiskey substitute but now it’s associated with cool DJs and F1 racers. Just to be clear, I’m not encouraging you to try the recipe. I’m simply summarising the copy to give you context.
Why it can’t be run today?
I don’t think The Office of Alcohol Control Committee would like that it encourages people to drink. Also Red Bull may be in trouble for overstating their claim.
What caught my eyes first is the fact that the transliteration of Johnnie Walker read “Yon-nie Walker” in Thai. Their then slogan was “Still going strong” while their current one is “Joy Will Take You Further”. The iconic striding man then sported a smile and was fully illustrated while the current version looks more minimal. The ad also claims that drinking Johnnie Walker alleviates sadness and makes you feel fine, physically and mentally.
Why it can’t be run today?
Well, it’s obvious: First, it clearly shows the bottle, which is against the law. Second, Section 32 of the Alcoholic Beverage Control Act states that alcoholic beverages may not be advertised in a manner that directly or indirectly claims benefits or promotes its consumption. Two strikes.
Do I need to explain why this one can’t be run today?
On the first glimpse, if you think that this ad promotes a beauty product, you’ll be half-right. It’s actually about Ovaltine drink that was marketed as a choice of drink for the ladies back then. Why are you half-right? It claims drinking Ovaltine gives you a bright and beautiful complexion.
Why it can’t be run today?
You think the first two ads overstate things. This one takes the cake. Okay, Ovaltine is a good boost of energy on a dull afternoon. I’ll give them that but there’s no way it would work as a moisturiser.
The presumably stay-at-home wife rings her husband up while he’s at work to ask him to put off buying a diamond ring for her. She wants him to buy her a Singer sewing machine first because he can pay for it in instalments and it’s superior to other brands.
Why it can’t be run today?
It portrays women being financially dependent on their husbands and possibly putting the needs of others before theirs. Such sexist messages won’t fly with people today. Also, no one —man or woman— would choose a sewing machine over a diamond ring.