Monday, 22 June 2009

Bring Back The Old…

In recent weeks, many of you will have noticed your television screens being adorned with adverts of old…

Remember the Milky Bar Kid who’s strong and tough, and only the best is good enough? Or let me remind you of the 1986 Persil advert with the skinhead who can’t quite comprehend how to wash his white shirt until he spots the Persil box? Not to mention the well renowned Aquafresh cartoon – three in one protection for your family?

If that wasn’t enough, dig way back in your memory – remember the
Milky Way advert where the red car and the blue car had a race….but all they want to do is stuff their face...

The reason for the revival of these old TV adverts? Nostalgia, we are told! With many brands struggling to survive in these credit crunch times, it seems that reverting back to their roots helps to create nostalgic feeling and bring back positive memories amongst us. You have to admit – when the Milky Way advert hits your screen, you somehow manage to remember the words to sing along. But does it really make you want to go and purchase a Milky Way? Let’s be honest, they haven’t left the shelves in the past ten years, so does it take for an old fashioned advert to reappear in order to get you to notice them again in your local shop?

I for one, am slightly sceptical, and wonder if the potential explanation for this resurgence in old advertisements does just come down to the good old credit crunch? Could it be that big brands are desperately trying to increase sales, and just simply cannot afford to invest in a new advert?

With old packaging back on our shelves (Starburst back to Opal Fruits, and Snickers back to Marathon), old bands reforming (Take That, Spandau Ballet and Pet Shop Boys) old fashioned products coming back to life (remember Wispa Gold?!), and even old fashioned clothes now making a comeback, with the new title ‘vintage’, you have to wonder if we have actually moved on in the last 20 years, or are we simply just heading back to the 80’s? They were after all the best years…

Nevertheless, however cynical I may be, it has to be said that whilst many companies may just be cleverly cutting costs to increase sales, it does seem to be working! The amount of national and broadcast publicity surrounding these recent reformations, reinventions and returns really has been immense, hitting the headlines at every possible opportunity! It really does seem like the olden days are the way to go!

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