Recently, a TikTok user shared a throwback video of a Tab soda commercial from the ’70s, and netizens did not like it very much. Times have changed, and it is expected that some things from the past are not considered appropriate today. Unlike now, most commercials from back in the day were not considerate of women outside a particular body type.
Back then, brands focused their ads—like this vintage Tab one—on making women feel insecure about their bodies if they were not a size six or less, leading them to seek out means to achieve the marketable look. Although concepts have evolved, slim women and abbed-up men still take the lead as the ideal look today.
The commercial was degrading to women
@gregfoster22 #greenscreenvideo #fyp #foryou #foryoupage #fypシ #viral #tiktok #waitforit #whatthehell #ohno #wtf #commercial #soda #tab #funny #funnyvideos #1970s #ohmygod #gregfoster22 ♬ original sound – Greg Foster
The TikToker, who goes by “Greg Foster,” is famous for posting “creepy cringy lyrics” on his TikTok account. Greg shared the throwback Tab video a week ago, and the comment section equally affirmed how he felt about the commercial. “Has anyone seen this Tab commercial from the 1970s?” he asked at the start of the post.
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The ad based the need for Tab on the fact that women should stay slender to keep their partners. A slow melancholy jingle was accompanied by a voiceover encouraging women to keep up a certain size to “be a mind sticker” for men. “Don’t you want to have a good shape? He wants you with a good shape. Shape with Tab,” the song read. Greg gave his real-time shocked reactions while the video played in the background.
“Tab can help you stay in his mind. It is sugar-free and tastes better than any diet cola…you know keeping your shape in shape has its rewards,” the manly voiceover said.
Reactions to the “cringe” ad
TikTok users registered their displeasure about the ad in the comments, with some who recall that era reminiscing on how most ads made them feel. “Now I know why 90% of us who grew up in the 70s are in therapy. LOL,” a user wrote. “I don’t remember the commercial. But I do remember that this was THE diet drink of the 70s when I was a kid. Tab & cigarettes were a popular combo too,” someone else added.
Another user thought that despite the current shift in commercials to be more empathetic, the message of insecurity to women is still yet to change. “Even though the ads aren’t like that today, the message is still the same,” @hilarygilbertcoll wrote. Another commenter, who claimed to have studied similar commercials in college, said it was “sad how much the industry still thinks that’s a good marketing strategy.”