Clad in swimwear, with feet scorching on the sand, clutching coins, and faces lifted in awe at the vibrant ice cream posters. Or gazing at appliance store windows, mesmerized by TV ads showcasing chocolate-dipped bars, croissants, and fiordilatte scoops.
Reflecting on old billboards, vintage commercials, and revisiting the names of now-vanished ice creams transports us back to those endless summers of yore. This article gathers iconic ice cream adverts from the 1950s through the 1970s, choosing August to revive our memories with a nostalgic journey into the past.
The Era of Packaged Ice Cream as a Marker of Progress
By the late 1940s, ice cream underwent a transformation. The traditional, artisanal version harks back to an earlier era, while the post-war innovation introduced industrially packaged ice cream, epitomizing progress and the convenience of home storage.
Motta
In 1948, Italy saw the debut of its first commercially packaged ice cream, the Mottarello by Motta, marking a societal shift towards new economic aspirations. Youngsters were captivated by the vividly colored, screen-printed metal signs in cafes, advertising Motta’s stick ice cream with promises of nourishment and refreshment, inspired by its American counterparts.
Television ads from the era, such as Carousel featuring the antics of Toto and Tata (1961 to 1965), who were scolded by their mother and consoled with a Motta cone, became part of the cultural fabric.
The narrative commercials for Tanara ice cream penned by Giovannino Guareschi in the 1960s and Toseroni ice cream ads further solidified the presence of these treats in Italian culture.
In the 1950s, America’s Borden advertised its fruit and chocolate ice creams with commercials that featured children drawing the company’s ice cream visuals, emphasizing the importance of choosing products with the Borden logo as a sign of quality, as recommended by their teacher.
The decade also saw a surge in home appliance ownership, with those able to afford a freezer enjoying the luxury of ice cream without leaving their homes, as seen in Borden’s Cherry Vanilla Ice Cream ad.
Streets, an Australian brand now under Unilever, offered a glimpse into the glamorous showbiz industry of the 1960s, where everyone from dancers to cameramen enjoyed Cornetto ice cream.
Algida
Post-1968, societal dynamics shifted towards creativity, rebellion, and political activism, underscored by a vibrant musical backdrop. Algida’s advertisements spoke directly to the youth, utilizing music industry figures like Rita Pavone and Patty Pravo to appeal to contemporary tastes.
Ice creams like Bikini, echoing the bold fashion statement of the two-piece swimsuit, and the Eldorado line for younger children, featuring the fictional hero Coconut Bill, showcased Algida’s innovative approach to marketing.
With the arrival of Atlas Ufo Robot on Italian TV in 1978, children’s imaginations were captivated by space adventures, reflected in the celestial backdrop of the Eldorado ice cream sign from that year.
Sealtest
Meanwhile, Sealtest Dairy targeted both the young and the elderly with commercials that humorously acknowledged the deliciousness of their nutritious ice cream, discreetly appealing to mothers concerned about healthfulness, as seen in their fruit-accompanied ice cream visuals from the 1950s and 1960s.
While some of these advertisements might stir memories, others introduce a bygone era to new audiences. Our time travel concludes here, inviting you now to savor a delightful ice cream. Best wishes for a joyful vacation from Pixartprinting!
