I'm not sure if this is a controversial statement, but: I hate nostalgia.
OK maybe "hate" is a strong word, but I do have quite a lot of issues with it.
Namely, nostalgia is an idealistic crutch. It's what we fall back on when we have nothing else to offer, and typically it harkens back to a supposedly better era that was, in fact, probably considerably worse than the present for a lot of people.
All that said, I do think nostalgia can be a powerful tool and can even help us appreciate that things don't change quite as much as we tend to think.
Take, as a great example, Cheerios' reboot of its iconic 1999 holiday ad, in which a grandma uses the cereal to explain to a baby how the family is scattered across the country—but always together in their hearts.
In a sequel 21 years in the making, the original cast are reunited, with the baby now a student at Georgia Tech (in real life). It's very sweet and packs a lot of emotional punch for a 30-second spot.
But it's also the best kind of nostalgia. Yes, it reminds us of an earlier (and, for some, simpler) time. Yet it also shows that a message can have just as much potency in the fully digital era of 2020 as it did in 1999.
Grandma's point, that distance doesn't define connection and love, is perhaps even more true in the era of quarantines than it was 21 years ago. The ad concept was originated by a TikTok user, but the brand was wise to latch onto it and bring it to life.
Nostalgia doesn't have to mean the past was better. What it should mean is that some ideas and values are enduring. And that they mean even more when life gets harder.
What are your examples of nostalgia used by marketers the right way? Let me know at the email below or at @Griner on Twitter.
Wishing you a weekend of warmth, reflection and connection however you can get it,
David Griner
Creative and Innovation Editor, Adweek
[email protected]
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