An essential journey into the advertising of the nineties: a visual compendium that brings together the campaigns, advertisements, and marketing strategies that defined an entire generation. All-American Ads of the '90s reviews with irony and nostalgia how brands managed to sell everything from handheld consoles like the Game Boy to albums by bands like Boyz II Men, including luxury perfumes and futuristic automobiles.

The work captures the contrast of a decade marked by mass consumption and major milestones of pop culture. In a single volume coexist social controversies, such as the Los Angeles riots or the Columbine tragedy, alongside the rise of the digital age, the influence of Silicon Valley, and the scandals of Bill Clinton’s presidency. All framed by bold advertising, where nudity, sex, and humor became tools to sell practically everything.

The 90s were also the golden age of iconic toys: water guns Super Soakers, PlayStation consoles, and immortal characters like Super Mario, Sonic, or the cars from Gran Turismo. High-end fashion brands like Gucci, Prada, Louis Vuitton, and Hermès cemented their status as symbols of desire, while the automotive industry revived classics like the Volkswagen Beetle and experimented with models like the Ford Probe or the Hummer.

With six thematic chapters dedicated to food, fashion, entertainment, automobiles, and more, this book gathers the best of American marketing from the nineties. A tribute designed both for those who feel nostalgia for tazos, Beanie Babies, the early seasons of The Simpsons, or the Harry Potter books, as well as for professionals and curious readers seeking to understand the evolution of modern advertising.

About the authors

• Steven Heller, an international reference in graphic design, was for more than three decades the art director of the New York Times. Author of over 120 books, he is co-chair of the “MFA Designer as Author” program at the School of Visual Arts.
• Jim Heimann, executive editor of TASCHEN America, is a cultural anthropologist and historian specializing in pop culture, architecture, and the history of Los Angeles and Hollywood. Among his titles are Surfing, California Crazy, and the All-American Ads series.