Nostalgia and the Chip and Dip
Don Draper, Mad Men:
Well, technology is a glittering lure. But there’s 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 Teddy. And Teddy told me the most important idea in advertising is “new.”N Creates an itch. You simply put your product in there as a kind of… calamine lotion. But he also talked about a deeper bond with the product: nostalgia. It’s delicate… but potent. Teddy 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 a Carousel. It lets us travel the way a child travels. Around and around, and back home again… to a place where we know we are loved.
I just wanted to record that here and then reference Pete Campbell’s Chip and Dip, in order to share this groovy picture of packaging I spotted at Goodwill (the actual Chip and Dip was kind of a disappointment) and this video: