A December 1985 TV Times magazine advertisement for "New Scotch Extra High Grade Tape", designed for "when you want to watch something again and again and again". The Scotch skeleton TV ads were launched in 1983 when less than a quarter of UK households had a VCR. The skeleton didn't sing in the original ad - he fell off his chair instead! The 1983 ad was set in the year 2021, and the premise was that a Scotch video tape bought in 1983 was still perfectly usable for re-recording in the 21st Century!
In 1985, came the famous "Re-record, not fade away, re-record, not fade away..." slogan. The ads ran for years and were highly popular.
If I remember correctly, Deryck Guyler (Corky the policeman from Sykes and the caretaker from Please Sir!) was the voice of the skeleton.
Great.
The skeleton idea was indicative of the manufacturer's confidence that the Scotch tapes were amazingly durable and could well outlast the buyer. And if every recording wasn't as good as the first, they'd give you a new video cassette. Good, eh?
Video technology had been around for ages, but by the 1980s domestic VCRs had not. In 1980, only 5% of UK households had a video recorder. They were hugely expensive for the average household to buy. Renting was not terribly popular either because, in those financially-stressed times, further commitments were unwelcome in the majority of homes. Also, as most people had never even seen a VCR, there simply wasn't the interest.
And on top of the dosh considerations, there was the confusion over which make to have - Betamax? Video 2000? VHS? My well-off aunt bought a Betamax machine circa 1983, and soon regretted it bitterly. Betamax video tapes were still on sale for several years after VHS won the sales battle, and, determined to get value for money, Auntie used her Betamax machine for taping films and Brookside until it finally conked out!
I recall, when my mother first rented a VCR in 1983, we considered ourselves very posh indeed. In that year, the year of the very first Scotch skeleton ad, nearly 20% of UK households had a VCR. The Steve Wright In The Afternoon Book, published in 1985, the year of the first "Re-record, not fade away" skeleton ad, informs us that the proportion had grown to 25% by that time.
A Scotch skeleton ad from the series' launch year - 1983 - very cleverly set in the 21st Century (then the distant future), with the video cassette featured bought in 1983 and still in use! Amazing to think that under 20% of UK households had VCRs in 1983!
The original 1985 "Re-Record, Not Fade Away" Scotch Skeleton ad.
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