There are few things I love more than long walks through a vintage store. There are countless cool treasures to stumble upon – old postcards, knick knacks, coasters in the shape of tennis rackets (of course I bought them, they were calling my name!). 

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However, old magazines are one of my favorite finds.  Archive issues serve as a time capsule for periods I never experienced. Who were the celebrities at the time? What fashion trends were “in”? What cultural events were unfolding? And most importantly… How did the ads reflect the time and culture they were in? 

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As someone who grew up in a world dominated by digital noise, it’s fascinating to see what advertisements were like in decades past. They showcase what brands were selling, and how they told their stories (back before people had the attention span of a goldfish). And as a strategist, there is something specifically satisfying about peeling back the layers behind the messaging.

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Here are some of my current favorites and why they stand above the competition. 

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Converse

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Full transparency, I had no idea who the Mighty Mighty Bosstones were until I stumbled upon this ad. But if they were Converse wearers, I knew they were creative, authentic, and a little out there. That is how Converse identifies their brand, and referencing a niche, alternative, and culturally relevant figure at the time really drills that in consumers’ minds. 

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What I love is that this ad shifts the focus from the shoe itself to the individual who is wearing it - their story, values, and personality. “It’s what’s on the inside that counts” places the person’s character above the appearance of the shoe.

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Why it’s great:

• Consumer-centric storytelling: It’s about the wearer, not the shoe itself.
• On brand: Everything from the artist featured to the imperfect scuffs on the shoe align with Converse’s identity of authenticity and rebellion.

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Crown Royal

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A picture can be worth a thousand words, and Crown Royal gets this. With one short, witty line and a gritty shot you wouldn’t expect to see for a luxury alcohol company, the brand conveys a clear message: The best bars serve Crown, and they go through a lot of it. Why? Because Crown is the first choice.

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Instead of a glamour shot of a new bottle or seeing the whiskey being featured in a cocktail, this unglamorous trash pile interrupts the pattern and makes the viewer lean in to inspect the ad more closely.

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Why it’s great:

• Minimal copy, maximum story: It gets the point across in a single line.
• Visual disruption: This gritty shot stands out against your typical alcohol advertisements.
• Quiet confidence: It signals Crown Royal’s popularity without overt bragging. The scene speaks for itself.

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Nikon

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You’re probably thinking, “Why would a camera company not feature any photos in their advertisement?” Seems odd, but that is exactly why this works. If you were alive in the 90s (can’t relate, sorry), chances are you can close your eyes and picture these iconic moments in time. This ad asks you to complete it in your mind, and you do. 

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The strategy is clear here: Nikon takes the world’s greatest photos. 

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Why it’s great:

• Cognitive engagement: You actively participate by filling in the blanks.
• Minimalism as power: The lack of images captures attention, disrupting expectations in this category.
• Subtle authority: Nikon implies its dominance through implication, not by saying it outright.

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What do all of these have in common?

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These ads are great because of what they don’t say. Notice that none of them write “this is what we do well” or “our ___ is the best.” They trust the audience to lean in and make the connection. 

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They don’t oversell. They don’t explain too much. Instead, they let the story do the work. 

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