ESB ad

"The fledgling Irish state's nation-building activities involved a wide range of organisations that went on to become iconic, from Aer Lingus to Bord na Mona. The ESB (or, to give it its full name, the Electicity Supply Board / Bord Soláthair an Leictreachais) stood for rural electrification and modernisation, harnessing the power of Ireland's rivers - a public utility, part of the public sphere and engaged in public service - a genuine national treasure. That rich history of the ESB is reflected in its advertising. Often in the early years its explicit target audience was the woman in the home, the "Housewife" demographic. There were also its memorable TV commercials, particularly the festive ones with the younger generation of emigrants returning to the family homestead for Christmas, all to a soundtrack by Dusty Springfield. This postcard is one of the more quirky examples from its marketing department. It's for an energy awareness week, and features a woman in a lagging jacket."