Sex, patriotism and Donald Trump cologne: the US adverts that explain the 00s

The final book in Jim Heimann’s survey of a century of US advertising takes us to a decade where Apple sold a new way of living and mermaids hawked Evian. It’s a ‘swan song’, he says – for his series but also the industry as a wholeAs the longtime editor of Taschen’s All-American Ads book series, cultural historian Jim Heimann has helped chronicle the shifting landscape of commercial artistry through each decade of the 20th century. Now, with a final volume dedicated to the 2000s, Heimann has completed what he calls a “swan song” – not just for the series, but for an entire era of advertising. It presents the last moment before social media and the decline of print media transformed the industry for ever.The 2000s were fraught with social, political and cultural disruptions. Chief among them were the September 11 terrorist attacks, which sparked a dramatic wave of national trauma that simultaneously drove the advertising industry to embrace patriotism while seeking escapism. Brands such as Budweiser, with its iconic Clydesdale tribute – which sees a team of horses pulling a beer wagon to New York before bowing their heads towards the Manhattan skyline – channelled unity, while luxury brands offered distraction through aspirational messaging. Continue reading...

Apr 10, 2025 - 08:02

Sex, patriotism and Donald Trump cologne: the US adverts that explain the 00s

The final book in Jim Heimann’s survey of a century of US advertising takes us to a decade where Apple sold a new way of living and mermaids hawked Evian. It’s a ‘swan song’, he says – for his series but also the industry as a whole

As the longtime editor of Taschen’s All-American Ads book series, cultural historian Jim Heimann has helped chronicle the shifting landscape of commercial artistry through each decade of the 20th century. Now, with a final volume dedicated to the 2000s, Heimann has completed what he calls a “swan song” – not just for the series, but for an entire era of advertising. It presents the last moment before social media and the decline of print media transformed the industry for ever.

The 2000s were fraught with social, political and cultural disruptions. Chief among them were the September 11 terrorist attacks, which sparked a dramatic wave of national trauma that simultaneously drove the advertising industry to embrace patriotism while seeking escapism. Brands such as Budweiser, with its iconic Clydesdale tribute – which sees a team of horses pulling a beer wagon to New York before bowing their heads towards the Manhattan skyline – channelled unity, while luxury brands offered distraction through aspirational messaging. Continue reading...