“This one-off salute to the sales sorceresses tried to kid us that these ads were somehow striking a blow for feminism. As the programme raced through this advertising history - the subject would have perhaps suited a two-parter - you felt that the testimonies for posterity of the earlier trailblazers was overdue.” That was a point made in Mad Women, a documentary celebrating the female pioneers of advertising (and which was far more kindly disposed towards today’s ads). “Few would dispute the idea that, for two or three decades, TV adverts had a golden era, being often better than the programmes they punctuated. It’s well-made, it’s fun, it’s a fine advertisement for their talents.
And those who were there have great stories to tell and great memories to evoke. It is a celebration – and one I don’t think I’ve seen before – of women making inroads into an industry that, despite its vaunted modernity, excluded them from its inception. “This programme isn’t designed to be a deep interrogation of the capitalist machine.
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