Thank you for embracing a perfect slice of 80s kitsch with your recent ad from the States, inspired by A-ha. As a child of the 80s, the visual reminder (I’ve heard the song countless times on the radio since the 80s, but not seen the video) makes me smile:
In general, “commentators” seem to be be a bit down on retro stuff, with the latest wave of 80s nostalgia getting it in the neck from many quarters…
But I never understand why…
People – i.e. real people out there in the real world, not those that sit at laptops dreaming up articles and news “features” – love a bit of nostalgia.
It makes us feel good to reflect on the past and reignite those positive feelings and memories.
So why knock it?
I suppose that it could be argued that nostalgia and all things retro lack dynamism, modernity and a sense of progression.
But there’s loads of that going on. All around us. All the time.
Why not just enjoy both?
Anyway, thanks to you VW, and thanks also to The Why Factor, my current favourite podcast from BBC World Service – the edition on Nostalgia is well worth a listen…
Thank you for combining both “consumer truths” and “creativity” into the same, utterly brilliant, communications idea.
I challenge readers not to watch through to the very end of this YouTube compilation of your “Get rid of cable and upgrade to DIRECTV” campaign:
Thank you for starting with a consumer truth – “When you pay too much for cable…” – but then immediately switching into creative mode – “…you start to throw things”.
The majority of people would probably be slightly peeved, rather than actually throw things, at a high cable bill, however they can empathise with the possibility that they might throw something. It’s a very clever conceit, especially as it builds and crescendos towards disaster.
And thank you for continuing in this vein throughout each of the ads – the flip-flopping between the truths and consequential leaps of logic is not only arresting (what’s going to happen next?) but also highly amusing.
I’ve no idea how effective this campaign has been for you (awards don’t count by the way – you’ve actually got to shift more units for it to have been properly effective) but thanks for giving me a right laugh over here in Blighty.
Thank you for finally demonstrating why you might be useful to me. I mean actually useful.
And thank you for giving me a good laugh too…whilst showing us the power of story-telling within an ad.
Up until now, my sentiments towards you have been perfectly summed up by a simple infographic I stumbled upon on one of my favourite blogs: ilovecharts
(Sadly I don’t have the link to the original blog so thank you to whomsoever created this clever little chart.)
But now that I have a more than passing interest in eCommerce (thesnoozery), and now that I’ve seen your new ad dramatising your potential benefits (or rather the risks of not using you – or someone like you), I’m beginning to think that the time spent with update requests and restarting might be time well spent.