- Written by Alice Gribbin
Why are we so drawn to the past? What is it about the “good old days” that make us feel better? Maybe we believe that times were simpler back in the day and we didn’t have the problems that we do now. Whatever the reason, nostalgia has become an effective tactic in a marketer’s toolbox, and marketers are taking advantage of it in the business world.
Take for example that State Farm Scooby Doo commercial. Who doesn’t love seeing the team’s Mystery Machine crash and the State Farm agent, Lucy, come to the rescue? Creative director Emily Sander told AdFreak, “Pairing Warner Bros’ Scooby Doo allowed us to demonstrate that heritage of helping a unique way, showing how far it extends - even to the animated, mystery-solving Scooby Doo Gang of friends from 1969.” This strategic move allowed consumers to reminisce about an old cartoon and associate their positive feelings toward State Farm.