It’s been interesting to see an emerging trend in which a number of major advertisers have started re-using old TV commercials. For some time now, the conventional wisdom has said that the only way to attract the attention of today’s consumer is with the fresh, new and different. So what’s going on here?
In fact, increasing numbers of advertisers have realized that running one ad over and over and over – particularly within a tightly targeted media buy – isn’t going to win them a place in the hearts of their consumers. In fact, it’s been widely recognized that running a LOT of different ads, as long as they all tell a consistent brand story and use a consistent set of brand cues, is a much better way to engage and persuade. But production dollars don’t grow on trees. Hence, the re-emergence of older ads. What’s terrific about this solution is that it can work on several different levels, going beyond simply providing a way to expand the pool size without expanding the production budget.
Specifically, we all – yes, even Millennials and Gen Z consumers – are drawn to the familiar. Sure, new and different is exciting, but it’s also fun to be re-introduced to, or reminded of, a fond memory from another time, even if that time was just last year. With few exceptions, ads that resonated favorably last year, or even a few years ago, will engage that same consumer again when re-launched. In fact, a re-introduced ad requires less wear-in, and thus is likely to resonate even more quickly and possibly more strongly than in its first airing.
But there are a couple of important caveats. First, if your ad wasn’t a winner the first time, it’s not going to do any better upon re-introduction. The most successfully revived ads are those that were the most successful in their original airing. And second, don’t revive an old ad if you’ve changed the basic brand story, or if your campaign has been significantly altered since you first used the ads. Of course, some ads will feel outdated on the basis of changing social mores, but generally it’s only the really old ads that feel like they’re from another time and are inappropriate for today’s consumer. Generally last year’s ad, or even an ad from four or five years ago won’t feel dated to the consumer who hasn’t seen it for a while.
So go ahead and dive back into those historical reels and see what you find there. Re-introducing older ads, assuming they were ads that resonated strongly in the first place, provides that little flash of recognition and familiarity that can engage and delight the consumer with very little work on your part. And what could be better than that?
Jeri Smith President / CEO
