The biggest moments in the last 75 years of advertising history.

The rich history of advertising has been filled with watershed moments. Ad Age has been counting down the 75 biggest moments in the last 75 years in the weekly newspaper since January. A recap appears at left. The 15 biggest moments as determined by the editors of Ad Age are:

15 Marbles in the soup and corrective advertising

In 1968, a creative team at BBDO, New York, slips some marbles into a bowl of Campbell's vegetable soup to keep the vegetables from sinking to the bottom. This seemingly innocent effort sparks a Federal Trade Commission probe and becomes the basis for the FTC's efforts to eliminate false ads with a practice that allows it to demand "corrective advertising" from an advertiser that has made a false claim. Although Campbell Soup Co. agrees to pull the advertising (despite arguments that without the marbles the soup appeared as if it had less vegetables than it actually did), a group of law students calling themselves Students Opposed to Unfair Practices (SOUP) complain that would not rectify the false impressions consumers were given by the ads. The group suggests Campbell run ads that correct that impression.

While the FTC does file a lawsuit against Campbell that drags on until 1972, the initial complaint is eventually dropped without requiring Campbell to run corrective advertising. It's also later learned that the complaint was brought up by archrival H.J. Heinz Co. Despite the warning to others inherent in the case, a variety of other marketers have been called to task. In 1990, for example, Volvo Cars of North America is embroiled in a similar snafu regarding the use of rigged cars in a supposed true re-enactment in a series of "monster truck" ads.

14 National Advertising Review Council

With the establishment of the National Advertising Review Council in 1971, the industry wakes up to a simple rule: There's only one person who pays as much attention to your ad messages as you do, and that's your competitor. On this premise rests the breakthrough that makes real industry self-regulation possible.

A system of codes and volunteerism isn't working. By 1969, cigarette advertisers have become a special embarrassment. In March, Advertising Age accuses the tobacco industry of provoking a series of "legal disasters" for the entire ad industry, and asserts, "It is time [the tail] stopped trying to wag the dog."

In the spring of 1970 the American Association of Advertising Agencies, American Advertising Federation and Association of National Advertisers approach their ancient antagonist, the Council of Better Business Bureaus. In 1971, they become equal partners in the National Advertising Review Council. Part cop, part conscience, the NARC oversees a National Advertising Division to investigate complaints against advertisers. A National Advertising Review Board hears appeals. It opens for business in November 1971 and tackles its first case the next May. The goal: consider each case on its merits, typically involving narrow issues of truth and accuracy. A Children's Advertising Review Unit is created in 1974.

After a brief flurry of activity, consumer challenges decline. It's the advertisers that become the fiercest watchdogs-not over themselves, of course, but their competitors. The logic is elemental and enduring. The NARC works because it's tough enough to satisfy consumer advocates, business-minded enough to respect advertising's role in the marketing process and effective enough to keep the Federal Trade Commission off the industry's back.

13 First Japanese car sold in U.S.

Toyota Motor Corp., today the largest Japanese carmaker in the U.S. market, stumbles in fall 1957 with its debut in the States. The automaker's first imported car to the U.S., the Toyopet Crown, is popular in its home market. But Americans shun the tanklike, four-door sedan. Toyopet's 105 horsepower and top speed of 50 mph also fail to sate the American need for speed. Toyota …