Tuesday, 21 March 2023

“Ist der neu?” Recycling ads

When you’ve had a top-notch ad campaign back in the past that still unlocks positive brand associations, you can do a lot worse than resurrecting it.

Nostalgia is frequently mentioned in this year’s trend reports as a way to escape to a simpler time, when the world appeared to have a little more stability. At least when viewed through rose-tinted spectacles.

Perwoll, the fabric softener, has done just that. This ad, from Heinat TBWA, is brilliant in so many ways:

    - it’s just right for the target audience - people who remember a glorious pre-internet childhood

    - it’s not simply a recreation - the ad shuffles, twists and turns the original idea and elements in a playful way

    - it’s the perfect blend of the familiar and the surprising

    - it affectionately evokes both the style and the positive bubblegum mood of the 80s in its execution

    - the idea of the whole spot reflects that of the long-running campaign: “is it new?”

I do wonder how much of today’s brand communication might be resurrected in 35 years’ time.

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