History of Advertising Trust turns 50 with vast archive of iconic TV ads

The History of Advertising Trust (HAT) celebrates its 50th anniversary, offering a rare glimpse into its vast archive of over 10 million items and 50,000 commercials. Located in Norfolk and housed in former barns leased by Sir Nicholas Hickman Ponsonby Bacon, the archive preserves iconic British TV ads from the 1970s to the 2000s, including Ridley Scott's 1973 Hovis commercial, the Gold Blend couple (Anthony Head and Sharon Maughan) whose climactic kiss drew 30 million viewers in 1993, and Gregor Fisher's Baldy Man for Hamlet cigars. Deputy director Alistair Moir highlights how regulations shaped creativity, such as the shift after the 1962 Royal College of Physicians report linking smoking to cancer, leading to surreal ads like Benson & Hedges' mousehole imagery. The archive also features wartime Squanderbug campaigns for National Savings and the oldest item: a 1680 ad from the London Gazette. Executive director John Gordon-Saker notes advertising's emotional power, citing his own loyalty to PG Tips due to chimpanzee ads. Moir fears modern data-driven advertising has lost emotional storytelling, but cites a 2008 Hovis ad spanning British history as a standout.