During Challenging Times, People Often Turn to Nostalgia for Comfort
Our infinite desire for simpler times can give nostalgia-based campaigns an edge for advertisers.
So, how can you use nostalgia to create a stronger connection between your brand and consumers? First, let’s define what it is. Nostalgia-based advertising aims to evoke a positive feeling in consumers by referencing ideas, songs, and themes from past eras. Above all, nostalgia-based themes should feel authentic to your brand and image. Otherwise, it could be perceived as forced or out of touch. Here are a few standout recent examples.
Adult Swim Bumps
One of the strongest examples in recent years is the Adult Swim trend. The Cartoon Network’s late-night adult-focused programming, Adult Swim features short clips called “bumps” or “bumpers” between programming and commercial breaks.
Recently thousands of people on the Internet have found unique ways to recreate these late-night bumps featuring the Adult Swim logo. Cartoon Network viewers did much of the work for them, finding the trend to be refreshing in comparison to the flood of current events that bombarded them on social media.
These videos not only boosted the brand’s image, they also captivated their audience so naturally that no one even batted an eye at the inherent advertising within the trend.
Adult Swim TikToks
@the.mcfarlands always knew the #adultswim trend would make a comeback 🥹 #as #dad #dan ♬ Running Away - VANO 3000 & BADBADNOTGOOD & Samuel T. Herring
Adult Swim's Response to The Trend
Motorola Razr
There’s a reason why flip phones and digital cameras are making their way back into people’s hands. With a growing dislike of technologies that allow us to access the world with the swipe of a finger, there is a renewed want for retro tech.
Brands have only just begun to respond to this demand with the launch of foldable smartphones such as the Samsung Galaxy Z Flip that recreate that classic feel. Their campaign “aims to remind millennials of the fondness they have for the decade of their childhood” with the modern twist on the flip phone.
Gap
Another brand that has refined its approach to nostalgic advertising is Gap. They are trying to revive their image by returning to their roots. The CEO hopes to place them back in the conversation by bringing back their well-loved dancing ads from the ‘90s. These commercials focused on selling clothes while striving to shape popular culture.
Their new campaign featuring music from Jungle and choreography led by rising star Tyla is a nod to their campaigns from the ‘90s while also being forward-looking. Gap is not sticking strictly to the tone of their old ads but also bringing in a fresh feel that suits their modern image.
Gap ‘Linen Moves’ Ad
Rekindling warm, cherished memories through a bit of nostalgic advertising can be a solid tactic for brands. If you’re aiming to create lasting impressions, we don’t bite. Let’s talk
