When talking about the Golden Age of advertising, the line from Andy Bernard in “The Office” rings truer than ever: "I wish there was a way to know you're in the good old days before you've actually left them."

Is the Golden Age of Advertising really behind us, or are we in the midst of something even greater without knowing it? I had this question as I was heading home from work, jammed on the 1 train, and haven’t been able to shake it.

When I first moved from Sydney to New York, I felt like I was stepping onto the stage of advertising history—a place where the sharpest minds turned brands and products into cultural icons.

Am I, too, in an era of greatness? We’ve heard the stories and sat in lectures about the industry’s heyday—the 1960s through to the late 1980s. This was the era of "Think Small," when Volkswagen flipped car advertising on its head, when Coca-Cola’s "Hilltop" taught the world to sing and Australian beer ads were works of art. Back then, did creativity feel a little bigger? Freer? It seemed to have the power to move entire generations.

My friends and I find ourselves replaying those iconic Nike Joga Bonito commercials, letting their energy spark something in us before a game, mimicking the spot like a ritual as we warm up. From just this small interaction, it’s as if we’re collectively craving a bridge between past and present. As if in response, we are seeing Oscar Mayer re-air its bologna jingle ad, McDonald’s bringing back Grimace and Levi’s recreating the launderette from its 1985 501 jeans ad.

Fast-forward to today’s media landscape, and the advertising world is almost unrecognizable. It’s no longer about just crafting the perfect 30-second TV spot, print ad or radio script. Now we’re competing for attention across platforms, from TikTok’s rapid-fire creativity to Instagram’s polished perfection. Algorithms dictate visibility, AI generates concepts and brands race to churn out content that’s here today and gone tomorrow—not to mention hacking their way into culture through collabs.

But perhaps periods aren’t defined by what’s lost but by what’s possible. The spark hasn’t disappeared; it’s just evolved.

Consider the enduring impact of campaigns such as Dove’s “Real Beauty.” It isn’t only about selling soap but also about redefining beauty standards and fostering authenticity. Or Apple’s “Shot on iPhone,” which democratized creativity by turning users into contributors. These campaigns reflect a shift: Advertising is no longer about telling people what to think—it’s about co-creating stories that resonate.

And what about today’s campaigns that will be studied in future lecture halls as classics? Will there be discussions of how Nike helped you find your greatness or how CeraVe created a month-long conspiracy with partner Michael Cera?

Brands such as Patagonia take this even further. It’s transformed its advertising into activism, using its platforms to champion environmental causes. It’s not just about selling jackets; it’s about selling a worldview. This kind of purpose-driven storytelling feels less like advertising and more like a movement. And yet, it raises a question: Are we putting too much pressure on brands to lead cultural change, or is this the new price of relevance?

I’m fascinated by how we engage with brands (my job as a strategist) and how the ones coming after us will. We don’t just consume; we participate. We’ll celebrate a brand that aligns with our values and turn on the ones that don’t. Authenticity isn’t optional—it’s table stakes. The challenge for brands is to meet us where we are, not just by mirroring our values but by inviting us to help shape the narrative.

So, are we living in a new Golden Age of advertising? It’s impossible to say. You didn’t really think I had an answer, did you? Maybe the question itself misses the point. Every era has its constraints, its tools, its cultural moments. What’s important is what we do with them. The past might have been about the line, perfect pitches and the film, but is the future about connection—real, messy, human connection?

I believe the Golden Age isn’t a fixed point in history. It’s an ongoing pursuit. It’s whenever we choose to push boundaries, tell stories that matter and create work that people don’t just experience, but feel.