December292008
"“Well, technology is a glittering lure; but, there is the 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 copywriter, Greek, named Tedi. And Tedi told me the most important idea in advertising is “new.” Creates an itch; you simply put your product in there as a kind of calamine lotion. He also talked about a deeper bond with the product, nostalgia. It’s delicate, but potent.
Tedi 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 spaceship, 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 the wheel; it’s called the carousel. It lets us travel the way a child travels. Round and round and back home again - to a place where we know we are loved.”
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— Jon Hamm as Don Draper in Mad Men
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