“There are few really good ideas that people respond to,” said Cliff Freeman, president of the New York ad agency Cliff Freeman & Partners. “Even if you don’t remember an old ad slogan exactly,” said Ray, “when you hear it again, it can jog your mind in a very powerful way.”īut some ad executives say the reason for this trend is all too clear. “Sometimes it doesn’t matter what you say in ads, just as long as you have the money to say it over and over again,” said Michael Ray, professor of marketing at the Stanford University Graduate School of Business. Instead, they say, the best slogans often are the tried and true-especially when people remember these old campaigns as if they’d just heard them. “It’s the best way to leverage the fact that you’ve been in business for a while,” said Houman Pirdavari, art director at Timex’s Minneapolis ad firm, Fallon McElligott.Īdvertisers who are reusing these slogans insist that the trend is not because of some sort of creativity dearth. And for nostalgia’s sake, the new Timex ads even feature the old recordings of stalwart spokesman Swayze verifying that the watch is, indeed, still ticking. And a new commercial scheduled to be broadcast next month shows a psychic with special powers who is able to bend a key and a fork, but naturally can’t get the Timex to tick its last tock.Īnother new Timex ad that will run next month features an opera singer whose shrill voice breaks every object in the opera hall-except the Timex. One ad, which has been running for months, features Timex watches that are strapped to the bellies of two Sumo wrestlers. So, Timex went back to the future, dusted off its old slogan and added a few funny modern twists. “Keep in mind, we hadn’t used that slogan in our ads for 10 years.” “Just about everyone said, ‘It takes a licking and keeps on ticking,’ ” said Ron Sok, manager of advertising at Timex. In the case of Timex, the company asked 2,000 consumers what they remembered most about the watch maker. And, yes, you are again hearing Campbell’s soup’s “Mmmmm, Good,” and Maxwell House Coffee’s “Good to the last drop.” The familiar “Sometimes you feel like a nut, sometimes you don’t” slogan for Almond Joy and Mounds candy bars is back on TV. “Two mints in one” recently made a commercial return for Certs. An epidemic of nostalgia for the ads that baby boomers were brought up with seems to be sweeping Madison Avenue these days. It revived the slogan and is just one of many advertisers returning to their pasts.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |