As the enduring editor of Taschen’s All-American Ads series, cultural historian Jim Heimann has meticulously documented the evolving realm of commercial art across the decades of the 20th century. With a concluding volume focused on the 2000s, Heimann refers to this work as his “swan song” – marking not only the end of the series but also an entire advertising epoch. This edition captures the last moment before social media reshaped the advertising landscape and the decline of print media redefined the industry forever.
The 2000s were tumultuous, marked by significant social, political, and cultural upheavals. Notably, the September 11 terrorist attacks ushered in a profound wave of national trauma, prompting the advertising sector to pursue themes of patriotism while simultaneously offering escapism. Brands like Budweiser showcased unity through their poignant Clydesdale tribute ad, which depicted a team of horses pulling a beer wagon to New York and bowing before the Manhattan skyline, while luxury brands used aspirational messaging to provide distraction.
“It was a pivotal time,” Heimann observes. “Unlike the monumental shifts seen from the 30s to the 40s, or from the 40s to the 50s, there weren’t drastic transformations in aspects like fashion or automobiles during the 2000s.” Instead, this decade is characterized by a strong sense of nostalgia, as many advertising campaigns reflected back on past periods of American prosperity.
Innovation in advertising predominantly stemmed from tech giants, who effectively tapped into a wave of economic optimism and recruited top talent in advertising. Among the era’s most influential promotions were Apple’s silhouette iPod ads. Featuring striking visuals of black figures dancing against lively backgrounds, the campaign transcended traditional sales pitches – focusing less on product specifications and prices, and more on promoting a lifestyle. “Their campaigns signify that level of sophistication,” Heimann suggests, aligning this approach with Apple’s legendary 1984 Super Bowl ad directed by Ridley Scott, emphasizing that it was less about print and more about television and video advertising, where it truly made an impact.
Despite advances in technology, certain advertising staples endured, arguably reaching their apex during this time. “One thing that seems to be unchanging is the role of sex,” Heimann notes. “Sex sells, and for the past 40 years, the exploitation of women has been an ongoing strategy.” The book showcases numerous instances of this trend, featuring contentious Calvin Klein ads and bold alcohol promotions like the Skyy Blue vodka ad, where the viewpoint is framed through a woman’s legs toward the product.
Celebrity endorsements took on unprecedented significance, becoming integral to marketing tactics. “Consider who is endorsing perfumes,” Heimann remarks. “David Beckham, Paris Hilton – the list goes on.” This list includes a charismatic, tanned Donald Trump, featured in the book alongside his wife Melania in an ad for Donald Trump the fragrance. The most significant campaigns of this period foreshadowed the emergence of influencer marketing. As traditional media splintered, brands leaned on recognizable faces to penetrate the noise, transforming celebrities from mere endorsers into brand architects whose personal narratives became entwined with the products.
The increasing awareness of environmental issues also brought about curious contradictions in advertising. Initiatives like the Toyota Prius promoted eco-conscious vehicles, whereas Hummer advertisements glorified fuel-inefficient extravagance. “These are the contrasts to note,” Heimann remarks. “On one hand, you have concern for the environment; on the other, you have these massive gas-guzzlers.”
The true relevance of the 2000s in the history of advertising may lie in its role as a turning point heading towards radical transformation. “What is the future of advertising?” Heimann questions. “We can trace its past, and it’s clearly not print anymore… with the rise of online platforms, influencers, and AI, the future is uncertain. We could eventually see a scenario where human input becomes obsolete, and advertising agencies may no longer be necessary. What’s real anymore?”
In addition to celebrated campaigns, the book includes examples of ones that fell flat, such as the puzzling Axe Dry deodorant advertisement, featuring a model with a wine glass in one hand and her other arm draped around a distorted, oddly shaped foot with a “vaguely vaginal hairy armpit face.” “You want to know who approved that ad,” Heimann muses. “Who gave the green light for some of this stuff?!”
For Heimann, this book serves as both a tribute and a farewell to a time when advertising maintained its artistic merit: “It’s disheartening, but the 2000s were the final decade where authentic people crafted authentic campaigns. And for all its flaws and successes, it’s all captured in this book.”
All-American Ads 2000s, published by Taschen, is available now.
You’ve been ad: six noteworthy campaigns
Omega, 2006
James Bond has long been a fixture in upscale advertising, often using a retro-futuristic lens reminiscent of the 60s. This ad debuted alongside Daniel Craig’s portrayal of the legendary spy, aligning with the film’s revival of a rugged, masculine aesthetic following the gadget-oriented era of Pierce Brosnan.
Hummer, 2002
This Hummer advertisement perfectly encapsulates the dichotomy between environmental concerns and masculine ideals. The absurdly large SUVs, popularized in the U.S. by Arnold Schwarzenegger, became a symbol of an era that idolized size, a viewpoint that started to come under cultural scrutiny as the decade progressed.
Conservation International, 2008
During the 2000s, NGOs and governmental entities employed advertising strategies to advocate for a less consumer-driven culture. Conservation International faced critique for collaborating with corporations like BP and Exxon, with Heimann pointing out the need for the industry to repair its public image.
Evian, 2000
The “Evian mermaid” advertisement presented an exceptionally artistic concept that was quite rare for such a mundane product. Its distinctiveness likely influenced a scene in Zoolander (2001), where the lead character portrays a “merman” for a beauty campaign, much to the dismay of friends and family.
SKYY vodka, 2002
Although sexually explicit visuals have been a staple in advertising for ages, the 2000s stood out for its display of hypersexuality, often veering into the absurd. “Flipping through magazines, you encounter sexuality portrayed in bizarre contexts,” Heimann reflects. “There was something in the air that made the stilettos just as prominent as the product itself.”
Earth Day 2009
To promote its ideal of activism, Earth Day created this image for its 2009 event. It was selected as the book’s cover image, symbolizing the surge in environmental awareness during the 2000s.
