Well, technology is a glittering lure. But there is a rare occasion when the public can be engaged on a level beyond flash – if they have a sentimental bond with the product.
My first job I was in house at a fur company, with this old pro of a copywriter, a Greek, named Teddy. Teddy told me the most important idea in advertising is “new.” It creates an itch. You simply put your product in there as a kind of calamine lotion. He also talked about a deeper bond with a product: nostalgia. It's delicate, but potent.
[starts slide show featuring photos of Draper's family.]
Teddy told me that in Greek, nostalgia literally means the pain from an old wound. It's a twinge in your heart, far more powerful than memory alone. This device isn't a space ship, it's a time machine. It goes backwards, forwards . It takes us to a place where we ache to go again.
It's not called a wheel, it's called a carousel. It lets us travel the way a child travels. Round and a round, and back home again. To a place where we know we are loved.
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