In Defense of Nostalgia: "A Star Is Born" and its Effect on Advertising

They say that remakes are never as good as the originals tell that to Barbra Streisand I dare you after her Oscarworthy performance in the third remake of A Star is Bornamp160 But here we are on our fourth revamp with Lady Gaga stealing the show as the new staramp160 So is the film a testament to the power of nostalgia in storytelling or an indicator that creatives are fresh out of new ideasNPR asks quotWhat is it about this storyamp160 Why has the story of A Star Is Born been told again and again in most of the same broad strokes with Janet Gaynor and Fredric March in 1937 with Judy Garland and James Mason in 1954 with Barbra Streisand and Kris Kristofferson in 1976 and now with Lady Gaga and Bradley Cooper pictured at top in 2018quotTo reprise a role movie story or campaign you39re building on universal themes in the collective consciousnessamp160 I would argue that it is more challenging to tell a story that has been done before in a new way than to start a story from scratchamp160 That is exactly the challenge that advertisers and creative storytellers find themselves facing todayamp160 How do they build on their brands39 values and legacies and make them relevant today so they speak to a modern audienceA Star Is Born illustrates how we can pay homage to the past nod to our successes and remake our brands39 images to speak to the momentamp160 After all how does a brand create legacyamp160 I was reflecting on growing up with Crystal Pepsi and the brand39s choice to bring it back last yearamp160 The drink had a loyal following fetching as much as 8000 on eBay at one timeamp160 In fact if you check out the original 1993 launch advertisement you39ll understand why its fans look back on it with such fondness Crystal Pepsi represents the 3990samp160 From the usage of DOS to Van Halen Crystal Pepsi made a huge splash at its Super Bowl unveilingamp160 Since then we39ve seen the 3980s and 3990s make a huge comeback in television and pop culture at large from shows like Stranger Things to Cardi B and Bruno Mars39 3990s throwback performance at the Grammysamp160 Pepsi capitalized on our collective nostalgia with a throwback campaign to reconnect with its diehard fansBut it39s not just Pepsi that understands the value of a good throwbackamp160 With Nike39s recent Colin Kaepernick campaign the brand went back to its roots with creative that took their trademark branding and combined a social mission with political consciousnessamp160 It39s a message that has captivated audiences for decadesamp160 Take Nike39s 1995 campaign featuring openly gay HIVpositive runner Ric Munoz to bring awareness to the AIDS epidemic or their 2017 equality campaign featuring larger than life outofhome OOH installations with prominent black sports figures from Serena Williams to LeBron JamesNike has consistently made bold statements and been a brand with a social messageamp160 In New York City Nike took their message to a whole new level using the city as their stage through the strategic placement of their OOH campaign with Kaepernick39s image and the words quotBelieve in somethingamp160 Even if it means sacrificing everythingquotamp160 The effectamp160 Making audiences feel transported and as if they were a part of that definitive moment that Kaepernick chose to take a kneeamp160 Each of their missiondriven campaigns remix highlight and use past campaigns as a jumping off point to inspire conversationThe best longlasting brands leverage cultural nostalgia and take the same approach to their creative as the film A Star Is Bornamp160 The approach is winning not even a week after its release the film had netted 68 million over the weekend and is ontrack to being one of the most successful films of the yearBy building your brand and reflecting on the past you ensure that your remake makes room not only for your brand39s second act but for the best act still to comePhoto courtesy of Outfront MediaClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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In Defense of Nostalgia: "A Star Is Born" and its Effect on Advertising

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Carly Zipp

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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In Defense of Nostalgia: "A Star Is Born" and its Effect on Advertising

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Carly Zipp

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