When people talk about classic British television adverts, one campaign often comes to mind: the Smash Instant Potato advert. First aired in the 1970s, this quirky, robot-filled commercial did more than sell instant mashed potatoes—it revolutionized how products were marketed on UK television.
From its humor to its unforgettable catchphrase, “For mash, get Smash,” this ad campaign not only boosted sales dramatically but also carved a permanent place in pop culture history.
What Was the Smash Instant Potato Advert?
The Smash Instant Potato advert was a UK television commercial created to promote Smash, a brand of instant mashed potato originally introduced by Cadbury and later owned by Premier Foods.
The ad famously featured metallic Martian robots laughing at humans who still peeled and boiled potatoes the “old-fashioned” way instead of using Smash’s instant flakes.
Tagline: “For mash, get Smash.”
The commercial blended humor, futuristic themes, and satire to highlight the convenience of Smash over traditional mashed potatoes.
Key Features of the Smash Advert
- Released: 1974 (UK TV debut)
- Format: 30-second commercial
- Agency: Boase Massimi Pollitt
- Voiceovers: Peter Hawkins (known for voicing the Daleks)
- Visuals: Silver robots observing humans with mockery
- Message: Emphasized ease, speed, and modernity
Why the Smash Advert Was a Marketing Masterpiece
Humor That Connected
The ad’s gentle mockery of humans doing mundane kitchen tasks struck a chord with viewers. It was funny, relatable, and unforgettable.
Strong Brand Recall
The phrase “For mash, get Smash” became a national catchphrase. Even decades later, it remains embedded in UK pop culture.
Innovative Visuals
Using robots and a sci-fi theme was groundbreaking at the time. It differentiated the product in a crowded market of food staples.
Clear Product Benefit
The ad emphasized one key benefit: convenience. The viewer instantly understood why Smash was the smarter choice.
Long-Term Brand Equity
The campaign didn’t just sell instant potatoes—it built a brand identity that has lasted over 40 years.
Impact on Sales and Recognition
The Smash advert skyrocketed sales, positioning the brand as the leader in the instant mash category in the UK. At one point, Smash held 74% of the UK instant mashed potato market.
The campaign won multiple awards, including being voted:
- “The Best TV Ad of All Time” in a 2000 poll conducted by the UK’s Channel 4 and The Sunday Times
- Included in the “100 Greatest TV Ads” list by ITV
Smash Brand Legacy
Today, Smash is owned by Premier Foods and continues to be available in UK supermarkets. Although the original advert is no longer broadcast, its legacy lives on through:
- Pop culture references
- Advertising textbooks
- Marketing case studies
- YouTube reruns and nostalgia blogs
Modern Revival and Branding Lessons
Even in today’s world of influencer marketing and digital ads, the Smash Instant Potato advert offers timeless lessons:
- Simplicity sells.
- Humor builds connection.
- Visual storytelling matters.
- A great slogan can outlive the campaign.
If Smash were to relaunch its campaign today, it could thrive with nostalgic Gen Xers and curious Millennials, especially via social platforms like TikTok and Instagram.
Where to Watch the Smash Advert Today
The original commercials are available online, especially on platforms like:
- YouTube: Search “Smash robots advert” or “For mash get Smash”
- British advertising archives
- Marketing and advertising courses
Conclusion
The Smash Instant Potato advert isn’t just a footnote in advertising history—it’s a masterclass in brand storytelling, emotional engagement, and timeless humor. For any brand trying to stand out in a crowded marketplace, the campaign remains a shining example of how to make a product unforgettable.
In a world full of fleeting content, this 1970s advert proves that brilliant branding stands the test of time.
FAQs
1. What year did the Smash Instant Potato advert first air?
The advert first aired in 1974 in the UK and quickly became a household sensation.
2. Who created the Smash robot adverts?
The campaign was created by Boase Massimi Pollitt, with voiceovers by Peter Hawkins, famous for voicing the Daleks in Doctor Who.
3. Why was the Smash advert so successful?
It used humor, futuristic visuals, and a clear product benefit (convenience) to connect with a wide audience and make the brand memorable.
4. Can you still buy Smash instant mash?
Yes. Smash is still available in UK grocery stores and online, now owned by Premier Foods.
5. Where can I watch the original Smash advert?
You can find the original and remastered versions on YouTube and in British advertising archives.