“History does not change, but what we want from it does.”
Voltaire

As art and design-oriented individuals, we are what we see, and what we absorb from the culture that surrounds us. And as we face the constant onslaught of the new and unknown, we look for comfort and reassurance from what we already know: the past. Many of us also manipulate the trends and design ideas of the past, using them in new, unique ways as we create. So much has already been invented, and merely seeks to be reinvented to be “current” again. History does not change, but we certainly manage to make it repeat itself, in many ways.

I have a vivid childhood memory of my fashion-conscious mother decrying the constant changes in “nostalgic” clothing styles and hemlines in the early 1970’s. “Last year, everything was 1950’s, and this year, everything is 1920’s again. It’s so extreme!” Of course, this was ’way back in the mass market era, when big movies influenced big fashion designers, who in turn, dictated hemlines and trends to the masses. In those days, the hefty New York Times Sunday Fashion supplement often arrived in two sections. From 1969 until 1974, designers oscillated from “Bonnie and Clyde”- influenced flapper styles, to “Last Picture Show/American Graffiti” rolled jeans and swirl skirts, then back to “The Great Gatsby” 1920’s-style, preppy, scarf-tied sweaters and long strands of pearls. [Check out the Gatsby cover subtitle…if that’s not a fashion dictate, I’m wearing a raccoon coat in July.]

Top Down gives way to Target Specific
Advertising and marketing continued along this mass marketing path, following “top down” creative dictates of what was “in” or “out” through the 80’s, until the markets fragmented under an onslaught of multiple cable channels, online advertising, etc. The go-go 80’s (big hair, shoulders, punk and glitz) morphed into the nesting 90’s (overstuffed furniture, grunge “comfort” clothes, ever-larger homes and cars) and the 2000’s era return of mid-20th-century clean, contemporary and uncluttered styles – from ads to décor. But change again looms on the horizon…evidently tufted furniture is coming back. Just what every busy person needs: furniture that you have to vacuum, then comb. Yay.

These days, it’s a whole new world. And the rules of retro are completely different. Instead of following general trends, advertisers are applying, then revising, an era to give their campaigns a specific appeal. There’s something for everyone in the world of retro-creative campaigns. And there are worlds of creativity out there for small and mid-size agencies to enter and show just what they can do!

Retro Creative Campaigns
Elizabeth Guffey, in her 2006 book, “Retro: The Culture of Revival” refers to the “lure of yesterday’s tomorrows.” Her phrasing is spot on: with today’s retro advertising takes elements of old ad campaigns, movies, art and music, and rolls them into new, interesting and unique works. They might have a feel akin to “the day after yesterday” 20, or 40 years ago, but they don’t feel like “today”.

A recent campaign for the Toyota Avalon is one example. The tv ads have the look/feel of an off-beat 1960’s airline ad, and even the stiff “still life” poses in some of their print ads hearken back to GM’s early-60’s campaigns. Says Karl Greenburg in MarketingDaily:

“The effort -- via Toyota's long-time AOR, LA-based Saatchi & Saatchi -- uses fonts, voices, styles and sets reminiscent of the time when Frank Sinatra's "Come Fly With Me" was atop the charts. The campaign, "Comfort is Back. Travel Avalon Class," even features '50s- and '60s-era pamphlet art to tout Avalon's cabin size, ride and today's technology.

Following in the wake of the popularity of "Mad Men," the TV ads -- set to songs like "Mr. Sandman" -- evoke early TV and radio ads, and an era when only the elite traveled by plane and trains had first-class cabins.”

In contrast, Absolut’s “Lemondrop” TV ads starring actress Ali Larter mash up the “in your face” style of recent years (high volume, high action), with retro colors and the “scratch ’n splice” B-movie cinematic style (think Quentin Tarantino meets Roger Corman).

And, as always, Pixar has an innovative approach to promotion. In their build-up to the release of “Toy Story 3,” they garnered audience interest by “leaking” fake retro toy ads to YouTube. What a great (and inexpensive) soft sell strategy.

Here’s Fallon’s crazy retro-inspired Cadbury Dairymilk ad. (You might have missed this because it was introduced recently – only in the UK.)

Prada’s Fall 2010 campaign references 60s style, beehive hairdos, and gritty urban chic.

Other retro piggy-backing of recent years includes Chanel tagging Marilyn Monroe for Chanel No. 5 ads; Ford Mustang co-opting Steve McQueen’s “Bullitt” persona; and Harley revisiting WWII-era pinups as a salute to the US Military.

Why Use A Retro-Themed Creative Concept?

• It makes sense for the product or brand.
• It captures a current cultural trend in an engaging way.
• It appeals to the desired audience.
• It creates brand distinction in a category using look-alike marketing.
• Referencing a product/brand history builds trust and emotional connection.
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