I wasn't alive in the 70s, but based on the commercials from that decade I have seen at television archive collections such as The Paley Center for Media in Beverly Hills, it seems like Clairol, JC Penney, Camel/Virginia Slims/etc, Maytag and even Godfrey Cambridge slinging colored Jockey boxers were being pushed hard.
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no embedding... :(
I remember these commercials from my childhood:
Peace,
Big Stacks from Kakalak
Superclassic - quotable
yes. classic das efx line.
THIS!
Multitudeness mountains of mozerella!
But it turns out i only know it from ' Donuts.
Strange how that happens.
Some other classic suds commercials
and the glorious reality: