"The success of the ad campaign helped frame a new social settlement in which a sense of class identity diminished, and the good life was understood more in terms of individual aspiration and consumption."
"Stuart was a gentle man in his mid-20s, already married and hoping to buy a house. He was also, it turned out, a cautious believer in Thatcher's promise of a people's capitalism."
In 1987, a temporary job as an electrician's mate in a steel-drum factory revealed insights into Thatcher's Britain. The Tell Sid ad campaign encouraged ordinary people to invest in privatized British Gas, promoting a belief in people's capitalism. Stuart, a cautious believer in this ideology, represented many who embraced the opportunity for individual financial gain. The campaign's success contributed to a new social settlement, diminishing class identity and emphasizing personal aspiration and consumption as measures of success in society.
Read at www.theguardian.com
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