In the memorable commercials of our childhood, the common link is creativity and the legendary director, Sas István.
Hurka-Gyurka
Children and adults are happily munching on piles of blood and liver sausages on the table. The clothes and furniture evoke the late seventies, accompanied by a catchy jingle. No, this is not the Big Feast trailer, nor is it the butchers' paradise, just a sausage advertisement from the eighties. Who thought about cholesterol, calories, or obesity back then? Nevertheless, it is still a favorite for many today, including the writer of these lines.
I won't give this up, this is pig's head cheese!
Aesop's ancient fable gains new meaning in this short animated advertisement, where, unlike the ancient original, the fox fails to coax the cheese from the crow's beak. With today's eyes, the visual world of the advertisement is astonishingly simple, but its concept is timeless, competing with the messages of Ogilvy and Gossage.
It still works today because, as viewers, we instinctively identify with the crow, who smartly solves the problem and does not fall for the fox's sweet-talking manner. The main line has also advanced to true legend status, now part of pop culture and everyday expressions.
The creator, István Sas, chose this title for his autobiographical inspired book as well. Bonus: the musical background fits any action film of the era, from Bullitt to James Bond to The Angel.
Skála Kópé
The advertising historical impact of Skála Kópé is undeniable. The star of mascot advertising defined Hungarian, and I dare say, the entire Central European advertising mindset for decades. This advertisement could also be a precursor to the series of Hungarian sports mascot design attempts. The concept remains viable to this day, as evidenced by Alza Manó.
The Skála Kópé was a customizable motif that spanned multiple campaigns. It was suitable for emotional branding (“My heart is for the customers”), USP communication („...but I get along well when I go in”), and it also held its ground during Christmas campaigns or even during the football World Cup (Mexico ’86). The unwavering popularity of the charming little advertising figure is well indicated by the fact that in the spring of 2022, a new outdoor mini statue depicting Skála Kópé appeared in Nyugati Square, in front of the former Skála Metró (a favorite of many of us, the work of Mihály Kolodko).
We want Traubi
The Traubi advertisement is an iconic Sas advertisement. The technical execution can be mocked, not outstanding by the standards of the time. However, the slogan and the music are again first-class, as evidenced by the fact that it stepped out of the confines of advertising and the slogan „We want Traubi” became part of pop culture – it went viral.
The characteristic of Sas is clarity. All of its advertisements are, in today's terms, „immediately graspable,” leaving no doubt about what product is being advertised and what benefits it has for consumers. Let’s not forget that the advertisements shown on the only national television channel reached the masses, and it was an important consideration that anyone could understand them.
As a counterexample, let’s look at the Müszi advertisement, which was imitated by a country, but no one understood what it was trying to convey. Spoiler: the basic idea came from the company's deputy director, meaning that even in the eighties, it didn't really work if the client brainstormed instead of the creative team...
About István Sas
Anyone who lived in the eighties and loved the advertisements of that time is likely a fan of István Sas, even if they didn't know it. His name is associated with more than 2,000 (!!!) commercials. This is already an incredible achievement in terms of quantity. But numerous awards, including more than half a dozen Cannes awards, attest to his performance.
However, there are those who treat his work with criticism instead of loving nostalgia, pointing out that his advertisements seem outdated and „as simple as a wooden stick” by today's standards. In his advertisements, there seemingly is no target audience, and the brand and product advantages are hard to identify.
Before we judge hastily, let’s immerse ourselves for a moment in the spirit of the era, taking an economic detour to understand the true role and nature of socialist advertisements.
What was the secret of success?
The target audience of Western advertisements is clear. They are aimed at potential consumers who, thanks to the well-targeted message and attractive presentation, storm the stores and purchase the advertised product. Competitors are in the same situation; they also advertise and compete for consumer loyalty. So what happens if the consumer buys the advertised product but is disappointed with its quality? They turn to the competition.
Although in our country in the 1970s and 1980s we could no longer speak of a shortage economy like that of the Soviet Union, the abundance and variety of Western goods also eluded us. Basic consumer goods were available, but often only one type, and there was frequently no opportunity for premiumization or different versions. The Red October Clothing Factory, Réka living room furniture, and Sport chocolate bars are still fond memories for many, but it is a fact that at that time there were not really any alternatives.
In the case of a quality complaint or a taste disappointment, the consumer had no option to switch to another product because such a thing did not exist in the supply. Based on this, however, the question may arise: then why was there a need to advertise?
The answer is provided by the socialist planned economy. The economy was in 100% state ownership. It was centrally determined what and how much should be produced. Prices were regulated by authorities (we remember that every product's packaging had printed on it how much it cost?) and the annual budget of the factories was approved.
The purpose of advertisements was not only to influence consumers but also to sway decision-makers – state and party officials, bureaucrats. Through convincing consumers, they indirectly sought to exert pressure on them to grant permission for larger volume production in the following year (and of course, budget). These aspects should also be considered regarding the advertisements of the ’70s and ’80s.
And what made an advertisement successful in the ’80s? For example, the fact that it kept TV viewers in front of the screen, became a topic of conversation, turned into a meme, and children happily hummed it and were disappointed if their favorite advertisement did not appear in the programming. It should also not be forgotten that at that time, much less know-how was available for making an advertisement – not to mention the lack of budget and technological possibilities. Therefore, the creators drew from what was most obvious: which was nothing other than creativity.
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Featured photo: Photo: Facebook – Kolodko Art
We have previously discussed István Sas's work on the marketing secrets blog. You can find our earlier articles here:
