I can't help but finding a trend in media and advertising lately. Seems that people are looking more to the past now a days, and less to the unforeseeable future of the US in this economy and new administration. There is still optimism in the air because we feel change coming, but it is unavoidable to be wary of the future of our economy. PepsiCo has already aired their throw-back commercial, with the side-by-side mirror images of great things and people from the past and today. Coke has also opened the world to happiness, even to insects!
It is not just branding that is trying to look at everything but whats happening now. The Oscars this Sunday were all about the throw-backs. Beginning with the set, the inspiration was old band stand. The orchestra was thrown on the stage and so were winners of the past. The message was of look has happened, welcome to the community, and THE MUSICAL IS BACK!! This was all through montages of images, clips and songs of the past. However, this distraction of remembering the past did not distract some actors from the present. Hugh mentioned the recession, as a cute segway, and Sean Penn emphasized the message of MILK as an empowerment to rights for LGBTs.
So for your brand, put a smile on!! I'm an optimist and I believe that is what we need.
A spoon full of sugar....
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