Few TV adverts have had the lasting impact of the Smash advert — a legendary British commercial from the 1970s that remains one of the most beloved and memorable ads of all time. Featuring giggling Martian robots and a clever critique of human habits, the Smash advert didn’t just sell instant mashed potatoes — it changed the way companies approached advertising humor.
In this guide, we’ll take you through the history of the Smash advert, why it was so iconic, and how it continues to influence advertising today.
What Was the Smash Advert?
The Smash advert was a television commercial promoting Smash instant mashed potatoes, produced by Cadbury-Schweppes (later Premier Foods). The ad first aired in the early 1970s and quickly became famous for its humorous and futuristic portrayal of aliens mocking humans.
Key Idea:Martian-like robots laughed hysterically at humans who still peeled, boiled, and mashed real potatoes instead of using convenient Smash powder.
The punchline?
“For mash, get Smash!”
This simple yet brilliant line — combined with the hilarious laughter of the robots — cemented the advert’s place in British advertising history.
The Story Behind the Smash Advert
Created by:
- Agency: Boase Massimi Pollitt (BMP)
Main Features:
- Stop-motion animated robots
- Futuristic, metallic design
- A satirical take on human cooking methods
- Iconic robotic laughter that became instantly recognizable
The Smash Martians became cultural icons, even appearing on merchandise, posters, and other media over the years.
Awards and Recognition
The Smash advert won numerous awards and accolades, including:
- Voted Britain’s Favourite TV Advert in 2000 by Channel 4 and The Sunday Times
- Named in the Top 10 Greatest Ads of All Time in various UK polls
- Praised for revolutionizing humor in advertising and embedding brand catchphrases into popular culture
It wasn’t just about promoting a product — it created emotional resonance and memorable brand association, which many ads strive for even today.
Why Was the Smash Advert So Successful?
FactorImpactHumorMade the message entertaining and memorableRelatabilityHighlighted real frustrations with cookingSimplicityClear, concise messaging with no confusionCreativityFuturistic robots captured the imaginationCatchphrase Power”For mash, get Smash” became unforgettableThe combination of humor, character-driven storytelling, and product benefit presentation made it a blueprint for future successful ads.
The Legacy of the Smash Advert
Even decades later, the Smash Martians are often referenced in:
- Documentaries on advertising history
- Nostalgia TV shows
- University marketing and advertising courses
- Pop culture references
Smash as a brand saw enormous sales growth during and after the campaign, demonstrating the power of creative advertising on consumer behavior.
Conclusion
The Smash advert isn’t just a relic of the past — it’s a masterclass in branding, humor, and emotional connection. Its memorable characters, timeless humor, and clever messaging made it one of the most successful and beloved adverts in British history.
Whether you’re a fan of vintage ads, marketing history, or simply love a good laugh, the Smash advert remains a shining example of how great storytelling can transform a simple product into a cultural phenomenon.
So next time you’re peeling potatoes the old-fashioned way, just remember:
“For mash, get Smash!”
FAQs
1. What was the Smash advert?
The Smash advert was a famous 1970s UK television commercial featuring Martian robots laughing at humans who made mashed potatoes the hard way.
2. Who created the Smash advert?
The advert was created by the advertising agency Boase Massimi Pollitt (BMP) and is celebrated for its creativity and humor.
3. What was the slogan in the Smash advert?
The famous slogan was “For mash, get Smash,” encouraging consumers to choose instant mashed potatoes over traditional cooking methods.
4. Why is the Smash advert considered iconic?
It used humor, relatability, and memorable characters to create emotional resonance, boosting brand loyalty and embedding itself into British pop culture.
5. Can you still buy Smash instant mashed potatoes today?
Yes! Smash instant mash is still available in UK supermarkets and continues to be a popular choice for quick and easy mashed potatoes.