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Nostalgia ads
- 1. Lol& Nat’s HappyMonday 17th October 2011
- 2. LETS PLAY AGAME….. “Can you tell what it is yet?”
- 9. “ Nostalgia =A longing to return home” Johannes Hofer, 1688
- 10. Nostalgia used inrecent ads
- 11.
- 15. Not so successfulexamples (in our opinion)
- 18. Create rather thanborrow
- 20. What's the futurefor nostalgia?
Editor's Notes
- #2 Hello, thanks for coming to our talk. To get you in the mood before we kick off we thought we’d play a little game…
- #3 Tell us what tv shows these are.
- #4 Racoons
- #5 Quantum Leap
- #6 Fraggle Rock
- #7 Moomins
- #8 The Wonder Years
- #9 Muppet BabiesWell done you guessed them.
- #10 So the reason for all of that was, we’re doing a talk about the increasing use of nostalgia in advertising.PAUSE.Being nostalgic is great isn’t it. A little wonder down memory lane is a classis pub conversation that never gets boring. What were your favouritetv shows when you were a kid etc. We started wondering, why it was that nostalgia made us feel so warm and fuzzy inside. IT’S REMINDS US OF ATIME WHEN WE FELT SECURE AND SAFE. Nostalgia can make us feel that not so much time has passed between then and now, making us feel young(er) again
- #11 Lol and I noticed how many brands have gone ‘nostalgic’ with their campaigns over the past year. John Lewis, Curries, and Peroni, San Miguel, Stella have all done nostalgic campaigns. And most recently Muller? Why are so many brands looking back or borrowing properties we love from the past rather than looking forward? The most likely explanation is that it’s all linked to the state of the British economy and society’s present circumstances. We’re longing to return to the good old days. In terms of mass marketing though, it’s the oldest trick in the book. Tag onto something nostalgic as a shortcut to appeal to consumers. But the latest Muller ad got us thinking. Is it lazy? Borrowing characters from the past we all love and attaching a brand to it?HERE ARE A FEW EXAMPLE OF WHEN WE THINK IT WORKS, AND WHEN IT DOESN’T…
- #12 The following ads are some we think do nostalgia well
- #13 Rather than being tacked on, the nostalgic property is key in telling the story – and it’s also totally relevant to the product BEING ABOUT GADGETS.
- #14 Everyone’s first thought when writing an ad about fast broadband – but whether you like it or not, this virgin media campaign’s use of nostalgia was relevant to the product!
- #15 Not TV but print now - we just love this – it trades off nostalgia 100 percent, and it’s unabashedly sentimental –and it’s just SOOOOO well written. It is allowed to be nostalgic because it was around in the 80’s, rather than using nostalgia for no real reason.
- #16 The ones where it doesn’t work so well – mainly because they’re just blatantly borrowed interest
- #17 It’s authentically done – but it Just feels a bit tacked on. Not actually intrinsically linked to a product truth – just a bit transparent.Also, they’ve got a great strategy – why did they need to bother borrowing???
- #18 We think it’s a bit of a mess – a bit of a bunfightof nostalgia, thrown inwillynilly. Not sure what’s going on in it - it just reeks of money, not creativity. What have the characters got to do with muller yoghurt?
- #19 As much as we all enjoy a good trip down memory lane in our ads, you have to admit that it’s far more impressive is when people actually originate characters without any borrowed interest at all.(Maybe one day we’ll see ads being nostalgic about the meerkat, the way we are now about smash martians?) We’re already nostalgic about all the wonderful characters created by John Webster (you only have to watch those top 100 ads programmes to see that)
- #20 Since we decided to talk about nostalgia it’s crazy how aware we’ve become of it being absolutely everywhere. Even radio 4 the other morning people where talking about what era they would like to go back to. It was brought on by the film midnight in paris. Midnight in ParisThe main character, played by Owen Wilson, travels back in time to Paris in the 1920s, the era he is obsessed with where he meets Hemingway, the Fitzgeralds, Gertrude Stein, Dali and Man Ray.He meets Picassos model Adriana who is discontented with the 1920s and longs for la Belle Epoque. They travel back in time together and watch the Moulin Rouge. There they meet Toulouse-Lautrec's, Degas and Gauguin who all look nostalgically back at the Renaissance as the true golden age. One of the messages is that every generation, has looked back to a lost golden age.
- #21 Nostalgia certainly seems here to stay for the foreseeable future. Or at least until there is a tangible economic recovery. Then people may feel more confident to experiment and try new products and brands. There’s nothing wrong with using nostalgia if it’s relevant to the product, rather than just jumping on the back of something.And it’s obvious nostalgia sells. But it’ll be interesting to see in a few years, when the economy is hopefully back on track, whether advertisings harks on less about the past. Until then, is there a way to reinvent the use of nostalgia? For example, instead of using characters from the past to teleport us back to the good old days, how about smells that do the same?Maybe nostalgic scratch and sniff print ads will come about?e.g. a suncream smell that took you back in time when you smellled it, reminded you of your childhood holidays of quality time – this could work for Thomson?
- #22 That’s all, we’re just going to play you out with a little trip down memory lane. This is whatLol did to earn her Brownie Guide Collectors badge in 1987.Questions.Show book and play film.And if your taste buds fancy a trip down memory lane help yourself to the cereals in the kitchen