Series on the history of British TV commercials looks at the portrayal of men from the 1950s to the 80s and beyond. In the 50s, men were shown as experts and professionals to persuade women and real sporting heroes were used to advertise to men, while it was the businessman and the James Bond action man in the 60s. Men were targeted for personal care products and there were sexist tobacco, beer and lager adverts in the 70s, until New Man emerged in the 80s.