classic slogans Archives - Retro Reminiscing Video and Pictures

Virginia Slims: “You’ve Come a Long Way, Baby”

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The Virginia Slims commercials were some of the most memorable cigarette ads of the late 1960s and 1970s, built around the famous slogan “You’ve come a long way, baby.”

The campaign launched in 1968, aimed directly at women during the era of women’s liberation. The ads usually compared an old-fashioned scene of women being told what they couldn’t do with a modern, confident woman enjoying her independence. Then came the message: women had come a long way, and Virginia Slims was supposedly the cigarette made for them.

Looking back, it was clever marketing, but also pretty calculated. The ads borrowed the language of women’s progress to sell cigarettes. They made smoking look stylish, modern, and independent at a time when cigarette advertising was still everywhere.

For those of us who remember the commercials, the slogan is the thing that stuck. “You’ve come a long way, baby” became bigger than the product itself. It was catchy, bold, and very much of its time.

Today, the campaign feels like a time capsule: part advertising genius, part cultural manipulation, and a reminder of when cigarette commercials could still shape pop culture before they were banned from television in 1971.

Sorry, Charlie!

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The StarKist “Sorry, Charlie” campaign started in 1961 and gave us one of the great advertising mascots: Charlie the Tuna. He was created by Tom Rogers of the Leo Burnett Agency as a beatnik-style tuna with a beret, thick glasses, and plenty of confidence. Charlie thought his “good taste” made him perfect for StarKist, but the joke was that StarKist did not want tuna with good taste — they wanted tuna that tastes good.

Charlie himself was originally voiced by actor Herschel Bernardi, who gave him that hip, New York, slightly theatrical sound. The famous announcer line “Sorry, Charlie” was voiced by Danny Dark, one of the biggest commercial voice-over artists of his era. StarKist’s own history page credits Dark as the narrator who delivered the line.

The commercials worked because Charlie was trying so hard to be chosen. He dressed sharp, talked cool, and acted like a sophisticated fish who deserved to end up in the can. Instead, he was rejected every time. Poor Charlie never understood that he was selling the product by not being good enough.

Looking back, it was a perfect old-school ad gag: one simple joke, a catchy phrase, and a character everyone remembered. “Sorry, Charlie” became bigger than tuna and turned into something people said whenever someone got rejected.

You Get A Quick Tan With QT !

1963 was a little early for me to go out and get a quick tan. I just did it the old-fashioned way — by playing outside! But I sure remember the jingle.

Back then, nobody thought much about sunscreen warnings. You went outside, rode bikes, played ball, ran around the neighborhood, and by the end of summer you had the tan lines to prove it.

QT promised color without baking in the sun, which sounds funny now because self-tanners later became famous for streaks, blotches, and that dreaded orange look. But in that era, tanning was sold as healthy, glamorous, and fashionable.

Looking back, QT feels like a perfect little time capsule: a bottle promising summer color on demand, indoor or outdoor, rain or shine. Before spray tans, tanning beds, bronzers, and modern sunscreen warnings, there was Coppertone QT telling everyone they could hurry up and get tan.

When Aftershave Came With Self-Defense Instructions

Hai Karate was one of those aftershaves that sold the joke as much as the scent.

It launched in 1967 and the whole idea was that the stuff made a man so irresistible that women would practically attack him. That is why the package and commercials leaned into the gag that every man needed self-defense instructions after putting it on. The famous warning was: “Be careful how you use it.”

The commercials were pure 1960s and early 1970s male fantasy advertising. A regular guy splashes on Hai Karate, and suddenly a woman goes wild for him. He has to use goofy karate moves to fend her off. It was played for broad slapstick laughs, with the martial arts craze and the “irresistible aftershave” idea mashed together into one very memorable campaign.

The campaign came from the ad firm McCaffrey & McCall, and one of the people behind the marketing plan was George Newall, who later became famous as a co-creator and songwriter for Schoolhouse Rock!

Looking back, it feels like the granddaddy of those later body spray ads where one spritz supposedly turns you into a babe magnet. Back then, though, Hai Karate had the extra gimmick: not only would women chase you, but you might need to defend yourself afterward.

It was silly, sexist, over-the-top, and very much of its time. But that is exactly why people remember it. The bottle may have been aftershave, but the real product was the joke.

“Brylcreem, a little dab’ll do ya…”

That line was everywhere. The ads promised you didn’t need much, just a small dab, and suddenly you’d look sharp, smooth, and “debonair.” The jingle was credited to Hanley M. Norins of the Young & Rubicam advertising agency.

Of course, the best part was the promise that “the gals’ll all pursue ya” and love running their fingers through your hair. That was peak old-school advertising: use the product, look handsome, and suddenly romance is chasing you down the street.

By the 1960s, the Beatles and the dry, natural hair look started making heavily slicked hair seem old-fashioned, so Brylcreem had to adjust its pitch. But for anyone who grew up hearing that jingle, “a little dab’ll do ya” is still one of those lines that instantly brings back a whole era of bathroom mirrors, combs, crew cuts, and Dad’s medicine cabinet.