Recycling The Past

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Has watching TV seemed a little nostalgic lately? At a time when the power of a TV spot buy is being unravelled, some advertisers and their ad agencies are dipping into their advertising archives, revisiting classic hits from the 1970s and 1980s with remakes of the originals or simply running the old ones with a few tweaks. Over the past several months, Coca-Cola, Orville Redenbacher and Alka-Seltzer have all brought back decades-old classic spots. But does the trend mean clients are capitalizing on established brand equity, or just out of new ideas? Is focusing on the past really a good idea?

Bayer Corp.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in