In the beginning of the 1970s, advertisers' love affair with non-conformity continues to pay off, but change is in the air. Economic crisis, disillusionment, and federal and consumer watchdogs are forcing ad agencies to find new ways to reach customers. See how a decade of mistrust and government crackdowns inspires creative campaigns that will become a part of our national identity. From hilltop singers to heroic oil workers, '70s ad men and women found a way into the hearts of skeptical consumers.