Let’s hear it once again for 1979 when disco had an influnce over everything including cosmetic products. Soldiers have always known that there’s nothing like a dance floor make-out and that having smooth, shiny and luscious lips is a required part of any disco proper makeup look. After all, flashing lights and laser beams don’t look their best against a matte pout, do they? Maybelline was smart to acknowledge this fact and used it in this fabulous gem for Kissing Sticks– fruit flavored, calorie free “treats” for the lips. Most important is the closing tag line, “What kisses your lips but isn’t human?”, which I think is a secret message that’s really saying “disco chicks are up for anything!”.
This spot for 7-Up proudly proclaims “I’d Do it!”- which I’m guessing means they’d drink the soda, but it is a disco commercial after all so you never know. Just look at that scene of snazzy dancers twirling and grooving on the light up dance floor – it’s like a sneak peak into disco heaven. Not to mention that the jingle lyrics, “It’s the same thing only different”, seems to imply that someone brought a flask to spike those soft drinks and turn them into sparkley cocktails. Oh 1978!
VIEWER IMPRESSION: I’d totally do it!
“Step into the Sanyo world of Audio Spec”, beckons this lovely lady with the sultry voice and fabulous hair, because it’s 1977! That’s right, everyone was living life to the fullest back then, which is why a car stereo with “Hi Power Bi-amp Disco Sound” was not a luxury, but a necessity. Certainly anyone who was anyone on their way out for a night of dancing would want to have a Pre-Party on the drive to the club, not to mention a rollicking After-Party on the way home.
VIEWER IMPRESSION: Gotta have it!
This “Just Pants” store commercial from the 70’s features young partygoers with fabulous hair giving quite a sassy fashion show while they get ready for disco. Or perhaps they’re just getting ready for school- who knows? All that really matters is that they look hot because “Every day is Saturday night when you’re lookin’ right!”
VIEWER IMPRESSION: I’d shop there!
Before the late 70’s and early 80’s, jeans were mainly worn by blue collar workers and rebellious outsider types who went against the norm of fashion standards. Enter disco music and Designer Jeans which transformed denim from casual and easy into very tight and ultra fabulous thus giving rise to one of the most famous expressions of all time: “painted on jeans”. While some of the labels had actual known designers behind them like Gloria Vanderbilt and Calvin Klein, many of them were unheard of names that, through the magic of advertising, became fantastically successful and amazingly unforgettable.
Some of the legendary tag lines forever etched in our brains are “Oh La La Sasson!”, ” Uh, Oh Sergio!” and my personal favorite, “I Beg Your Chardon”. Equally enduring is the Jordache song, “You’ve got the look I want to know better…You’ve got the look that’s all together…” which is still one of the most recognized jingles in TV commercial history. How dazzling that they all implied that anyone who wore these jeans enjoyed a lifestyle of dancing, sex, parties and gobs popularity with the “in” crowd. In fact, Designer Jeans and their ad campaigns lead the way in another category we hold near and dear to our hearts, The Disco Commercial.
To be continued…