This film is part of Free

Carling Black Label Bike Girl

Men and women enjoy a beer together in this atypical 1970s ad.

Advert 1971 1 mins


A young woman delivering cans of beer to various social events by bicycle – and being leered at en route - isn’t the most progressive premise. Yet this Carling Black Label ad is less guilty of the sexism still dominating British advertising in the 1970s than many other examples. Both men and women are seen enjoying beer, a drink overwhelmingly marketed at men - even today. Brewed in the UK by Bass Charrington, Carling Black Label’s success was fuelled by its availability in cans. The Black Label moniker was later dropped, but remains in use in countries including Canada and South Africa.