Is traditional media and advertising reaching the end of the creative line? In an increasingly cluttered media landscape it seems that nostalgia is being seen as the way to cut through and grasp our remaining collective attention.
Radio has long used the “formative years” approach to appeal to different demographics. This means playing music that was new during the teenage years of the desired audience. The result has been a plethora of classic hits and golden oldies formats.
Now television programmers and advertising agencies are getting in on the act.
This year we have seen the television returns of sci-fi invasion series “V” and the creaking nostalgia-fest “Hey Hey Its Saturday” to slot in alongside the aging series and line-up of ancient stars on the box.
And all of a sudden agencies have decided to go back to the future by digging up old campaigns from yesteryear.
Smith’s Chip have trotted out the lovable Gobbledok from the early 90’s.
Ajax Spray and Wipe have revived the frenzied cleaning career of old soapie star Paula Duncan 22 years after her first spray.
Pantene, clearly cashing in on the Cougar cult, have tapped Rachel Hunter on the shoulder to pimp their shampoo like she did back in 1992.
Is this is a sign that new advertising ideas are struggling to cut it these days? Is nostalgia the last straw for frustrated marketers?
Surely it can’t be long before once again We feel like a Tooheys, or hear John Mellion telling us VB is for a Hard-Earned Thirst and Hoges is resurrected once again to Throw a Shrimp on the Barbie.
It won’t happen overnight…but it will happen.