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Nostalgic Marketing Millennials

“Wonder Woman” just dominated screen ratings, the Nintendo NES Classic Edition is sold out and Atari just announced a new hardware system. You’re not mistaken if you think I’m talking about the late 70s or early 80s. However, I’m actually talking about right now. It seems as though the past keeps weaving into the future through nostalgic marketing, and for good reason too.

Companies ranging from tech to film are harnessing nostalgic marketing in their products and campaigns. Why is nostalgic marketing such a hit? One reason is that many people love being reminded of the good old days before responsibilities: childhood. With limitless impersonal marketing today, creating an emotional connection in marketing leaves a lasting impression.

Discover how some of our favorite brands are tapping into their millennial demographics with nostalgic marketing.

Atari

Atari, the preferred retro game maker of the 70s, has revived itself from the bankruptcy graveyard and announced a new hardware called Atari Box. Other than utilizing PC technology, not much else is known about the console. What we do know, however, is that the hardware will probably fly off the shelves.

Nokia

Nostalgic Marketing and Nokia

Remember your friend’s trusty Nokia that was sturdier than a brick? Nokia sure seems to, as well as the rest of the United Kingdom. Nokia recently relaunched its 3310 model and sold out online within the first week. The phone boasts an impressive 22 hours of talk time or month-long battery-life on standby. The best part? The cult-classic game Snake comes pre-loaded.

Nintendo

Before “Pokemon Go” and the Switch, Nintendo was facing a sales slump that was easy to see from a mile away. The Wii U’s expected sales in its first fiscal year were only one third of what the company expected. While Nintendo started to look like a sinking ship, it rebooted its NES with a nostalgic marketing campaign that garnered millions of views. If you’ve tried to get your hand on an NES, you know how difficult it is. I’m talking standing in line at Best Buy for hours after tracking shipments difficult. Now that the company has stopped producing one of the greatest consoles of all time? Almost impossible.

Netflix

Nostalgic Marketing and Netflix

If you weren’t hiding under a rock this past Halloween, you know that Eleven from Stranger Things was the costume of the year. “Stranger Things’” subtle nod to 80s pop-culture phenomenon’s such as “Alien” and “ET” was an instant hit. In a more obvious note, Netflix brought back a “Full House” remake as well as “Gilmore Girls.” While Netflix doesn’t share ratings information, it’s safe to assume millennials binged both shows. I know I sure did.

Here at Penna Powers, we’re no strangers to nostalgia. Nerf Gun fights are a regular occurrence in the office. The Underground (the name of our creative/development team)—I’m looking at you Thor—can’t stop talking about the “Godzilla” remake. We know firsthand the effect of nostalgic marketing and aren’t afraid to utilize it. Appeal to something that millennials already love and you’re almost guaranteed to create an emotional connection—or at least tap into their social media base.

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In a world where technology is so prevalent, working a 9 to 5 job can become hard to maintain. With access to work at your fingertips you put yourself in a role that means working an “always on” job without even realizing it. When you are always available you face the challenge of following a healthy work-life balance because instead of dividing your time evenly between the two, you give all your attention to work only.

Another factor that causes an unhealthy work-life balance is the fear of job loss, which can make you feel the need to work longer hours. Harvard Business School found that 94% of working professionals reported working more than 50 hours per week and nearly half said they worked more than 65 hours per week.

Maintaining a healthy work-life balance is important for your mental and physical health. Focusing on things other than work such as family, friends and extracurricular activities not only keeps you active but keeps you sane as well. Too much stress and focus on a never-ending work day can hurt relationships, health and overall happiness.

Here are 5 tips to help you get on track to maintaining a healthy work-life balance:

  1. Add downtime into your schedule

When you are planning your week, add in time for friends, family and activities that allow you to relax, enjoy yourself and recharge before the next work day. If you don’t schedule out down time your free time will likely get filled with whatever you feel like needs to be done in that moment, such as things like work or catching up on emails. Making sure you have scheduled downtime will help you remember to actually take some time for yourself.

  1. Take a break

You may not be able to take a break every day, depending on how busy your day is. However, you should at least take thirty minutes to an hour for lunch each day. Taking a lunch that forces you to focus on something other than work, reboot and come back full and ready to work again. It also gives you the “break” you need each day. Make sure when taking your lunch break you are getting away from your desk. Even if you brought lunch from home eat in the break room or even go outside if the weather is nice.

  1. Unplug

Technology has probably helped your life in several ways from working, to communicating and especially accessibility. The problem is that the work day never seems to end. If you have a hard time putting your phone down and focusing on things other than work when you’re supposed to be off, then consider unplugging. A lot of work problems that come up after work hours can’t be solved until the next day anyway. So instead of stressing about them all night, turn your phone/computer off and deal with it the next day.

Schedule weekend plans and vacations

Believe it or not, you company wants you to use your PTO. That’s why they give it to you because they understand that everyone needs a break sometimes. Often times, companies have a “use it or lose it” policy associated with PTO too, so why wouldn’t you use your days? There is also a reason you’re given days off. Even if you don’t have weekends off per say, you do have days off that you consider your weekend. Plan something for at least a few hours on your day off to get you out of your normal weekday routine.

  1. Make time for family

Your relationships with your family and friends are the best source of happiness. If you become a workaholic and allow it to damage your personal relationships, you will not be happy in your work or home life. Some days you will have to work overtime and that’s understandable, you just want to avoid letting it become an everyday thing that will ultimately cause you to be unhappy. Making personal relationships a priority will actually improve your productivity and efficiency will at work.

Bottom line, start small and build from there. Don’t try to change every bad habit all in one day, it won’t work. Pick one thing to start with, work on it until you’re where you want to be and then move onto something else. Small successes, less stress and a happier mentality will encourage you to keep improving.

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There are pros and cons to everything in life, but one of the most talked about is technology. Most likely because technology is constantly evolving, and in doing so it consumes us more and more. Every new advancement intrigues us just a little bit more, which can be seen as good or bad depending on the way you look at it.

No matter what your feelings are regarding technology, it’s easy to agree that it would be hard to live without if it suddenly disappeared. We rely on technology so much now-a-days for communication, work, education, dating, staying in touch, shopping and much more. So what does that say about us? It isn’t completely a bad thing, but it isn’t necessarily a good thing either. So here’s the good, bad and the ugly of technology and what it says about us.

Good:

Without a doubt, technology is definitely good for us in numerous ways. The use of computers and smartphones allows us to communicate with anyone, anywhere in the world, in seconds. Not to mention the fact that we don’t have to use paper maps anymore. You can type an address right into your phone and directions of how to get there immediately pop up right at your fingertips. If you don’t have time to run to the bank or the post office to pay a bill, no problem. Online banking allows you to pay bills, transfer money and even deposit checks now. Technology even provides education for people with the ability to complete college via online courses. The ability to find out family history and research ancestors is also a great resource technology allows us to use.

Using technology to teach others and spread positivity through acts such as, blogging, sharing quotes, motivational videos and more is also a great way to use technology. Pinterest and Facebook both provide inspiring and educational videos and photos for a number of things. A couple of the most popular and favorite ones are cooking and exercising videos and photos. However, you can find just about anything from home improvement projects, DIY projects, event planning, ‘how to’, fashion and much more online.

Bad:

According to CNN, Americans devote 10 hours a day to screen time. The more that technology evolves, the more addicted and reliant we become. While technology can be healthy and useful, we need to remember to use it in moderation. When is becomes valued as a necessity is when it becomes a problem. In today’s world, we hate to be bored. However, if you have a phone or a computer, you don’t have to worry about that, and that’s the problem. Any time we feel bored, what’s the first thing we do? Pull out our phone or computer and find something online to pass time. Instead of sitting in silence with our own thoughts or talking to someone next to us, we find more comfort in our devices. The things that draw us to our screen are anything from games, to social media, apps and even emails. There is always something new to see or learn online, whether that be a photo, video, article or something else, we don’t have to worry about missing out with our constant access to technology.

Ugly:

Although there are multiple ways that technology is good for us, there is also an ugly side to it. The truth is that not everyone who uses technology, uses it for the rights reasons. For example, instead of using the internet to learn, people use it to view or research inappropriate content. The fact that you can find anything on the internet, can be a good and a bad thing. When it comes to the bad things, people need to remember that just because it is available doesn’t mean you need to look at it or read about it. In addition to viewing inappropriate content, technology can also be used to threaten or bully others. With everyone using social media, it makes it almost impossible not to find someone online and reach out to them. While this can be a great way to stay in touch, not everyone uses it for that reason, causing the Internet to be a scary place for those who have been victims of bullying.

Technology has played a big role in our lives, and as it continues to evolve, it will only become more popular. So, it is your responsibility to stay up-to-date with technology and use it only for good. Technology is not the problem, how we use it is. The way we choose to use it and how often determines if it’s good or bad, and helpful or harmful.

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Being tied down to your desk all day, rather than on your feet and active is obviously a problem for your health. In fact, siting all day long is one of the worst things you can do to your body. Dr. James Levine, an Endocrinologist at the Mayo Clinic who has researched the impacts of sitting, describes sitting as the “new smoking.” Spending more than 6 hours a day sitting increases blood pressure and puts you in danger for diabetes, obesity and depression. On average, Americans sit anywhere from 7-9 hours per day. Unfortunately, even if you exercise regularly, that doesn’t outweigh the dangers associated with sitting.

After working all day, it’s hard to find time, or even want to find time, to exercise. When you get home from work, you are tired and might not be in the mood to go burn calories at the gym. Not to mention, many people have other priorities to attend to before and after work, therefore exercise often isn’t even an option for them. So, what should you do? Simple, adopt new practices and habits while sitting at your desk to maintain your health. Here are 10 options to get you started on a healthy and active work routine:

  1. Take an hourly walk

Whether that be to the drinking fountain, a co-worker’s office, the restroom or even just a lap around the building, try to make it a habit to get up and move every hour.

  1. Stretch

If you can’t take a walk, there is always the option to stretch. Stand up, move your legs and stretch.

  1. Count your steps

Consider investing in a wearable step device to track your steps and remind you to get up and move.

  1. Forget your phone and email

Try to walk over to a co-worker’s office and talk instead of emailing or calling them. This will get you up and moving and likely get your question answered faster too.

  1. Set alarms

When you get busy working, you tend to forget to move. Use your phone, your computer, or your smart watch to set alarms that remind you to get up and move.

  1. Choose healthy snacks

Instead of eating candy bars, chips and whatever else comes in the nearest vending machine, try healthy alternatives instead.

  1. Drink a lot of water

Bring a reusable water bottle with you to work and try to drink one full bottle before lunch and one full bottle before you leave.

  1. Say no to sweet treats

No matter how many tempting sweet treats are being offered at the office, always say no. If you really want a snack, try eating fruit or nuts instead.

  1. Skip eating out

Try making larger healthy meals at home so you can take leftovers to work with you. That way you won’t be tempted to eat out if you already have a meal planned.

  1. Swap out your chair for an exercise ball chair

This might sound crazy, but it can really help. Exercise ball chairs improve your posture, strengthen your core and even burn calories.

Adding simple exercises to your daily routine at work doesn’t have to be hard. Once you are used to the change in your routine, it will become the new normal. You will feel better throughout the day and even burn additional calories you wouldn’t normally burn. So don’t wait, get moving!

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“Moonlight” winning the Oscar for best picture this year got us thinking about what movies were the best at telling the stories that live within advertising. After popping up a batch of popcorn (with extra butter, of course) and breaking out the M&Ms, we cast our votes for the following categories.

Best channeling of a target market—Going beyond Scarborough data and other secondary research, Mel Gibson embarked on a journey of primary research to best market a new product to women. For dedication and the best attempt to getting into the personae of the target market (and learning much more than he anticipated), the winner is “What Women Want.

Best ‘giving it your all’ in a creative presentation—Creative types often read lines and show story board of what ad is going to look like, but Tom Hanks and his team went the extra mile getting into costume, breaking out props and acting out their concept of A Trip to Grandma’s to win a major airline account for their Chicago agency. “Nothing in Common gets our nod for best presentation of a creative concept. Note: We couldn’t find clip of this scene online, but it’s worth the watch to check out the full movie.

Best creative lines a client would never approve ­– Deadlines and long hours leads an overworked AE, Dudley Moore, to lose all filters and begin delivering campaigns with the honest sell including “Buy Volvo. They’re boxy but they’re good” and “United, Most of our passengers get there alive.” This is a favorite because these truth is funnier than fiction and everyone who has worked in an agency knows lines like these are part of every brainstorm, Though, much to our chagrin, never see the light of day. For entertainment value, humor, truth “Crazy People wins the golden statue.

Best look at what keeps us up at night —Beyond brainstorms and creative briefs, this movie pulls back the curtain on a real look into the creative minds and methods behind the ads we love. Before the ‘big idea’ see what goes into developing a strategy, the stressors of channeling creativity today and worrying about where it’s coming from tomorrow, and the role advertising and PR has played and plays in our lives today. For best portrayal of the 60 hour work week, the Oscar goes to the documentary “Art & Copy”.

It’s been too long since we’ve had an ode to all that is advertising on the silver screen. Here’s hoping for a new release in the coming year. In the meantime, what can’t miss ad movies would you add to the list?

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Cash Erica Marley at Penna Powers, how bow dah? Erica is a recent graduate from BYU Idaho, and joined the team as a Social Change Coordinator in December. When she isn’t hard at work on the Utah Cancer Control Program, she spends most of her time outdoors: mountain biking, rock climbing, and playing water sports. Although she has yet to sing for us, one of her favorite memories was making the finals for a regional NATS singing competition. She is inspired by the quote: “If you can’t teach me to fly, teach me to sing.” -J.M. Barrie

We like that Kelsey. That is a nice Kelsey. As a recent graduate from the University of Utah (go Utes!), Kelsey Hess brought her journalism background to her role as Social Media Content Coordinator. When she isn’t planning her dream trip to Bora Bora or jamming out at country concerts, you can find her in the ‘Girl’s Corner’ of Penna Powers, speed-writing for a number of clients. Once, when she was losing in Wendover, a fortune cookie told her: “The bad times are behind you.” And we agree! Welcome to the team, Kelsey.

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One of the most difficult aspects of advertising can be trying to communicate a simple idea. Lucky for us, the language of love is universally understood. Powered by such a strong motivation, this means that Valentine’s Day is the perfect set up for clever and endearing advertisements. Here are our top ten favorite Valentine’s Day ads from the last 10 years.

1. Deadpool – True Love Never Dies

Just before last Valentine’s Day, Deadpool hit theaters. While Deadpool is actually a highly explicit, R-rated, 4th-wall-breaking comedy disguised as a superhero movie, it featured many prominent Valentine’s Day promotions that might have confused some potential moviegoers into thinking it was a Rom-Com. You never can trust advertisers, can you?

deadpool-valentines-day-01-e1452669351883

2. Durex – Happy Father’s Day

This ad doesn’t hold anything back when it proclaims, in perfect tongue-and-cheek, that other brands simply don’t offer the same protection as Durex.
happy-fathers-day-durex

3. Carphone Warehouse – Why Spend More?

Carphone Warehouse is a British mobile phone retailer who offers quick comparisons on phone prices, so you can get the most bang for your buck. In fact, they’re so affordable that they can even save you money on flowers for Valentine’s Day.

1-creative-valentine-ads4. HelpAge India – The Elderly Need Our Love Too

HelpAge India is non-profit dedicated to showing some respect to those who came before us. This clever ad reminds us that love isn’t just meant for the young.

17-creative-valentine-ads

5. McDonald’s – The Proposal

McDonald’s might not be your first choice for a romantic dinner with your special someone, but honestly, it’d probably make for a more memorable Valentine’s Day. Kudos to McDonald’s for trying.

mcdonalds

6. Anthon Berg – The Love Experiment

Anthon Berg reminds us in this online video that telling those we care about that we care is good for our own health and happiness. And what better way to say it than with Anthon Berg chocolate (and some kind words of course)?

7. BMW – Motorbike Lovers

There’s definitely something romantic about riding off into the sunset on a motorcycle. I think this ad captures that feeling, don’t you?

bmw-valentines-day-message-valentines-day-small-53473

8. Wilkinson – Smooth Valentine’s Day

Wilkinson Sword is a British company that offers precision shaving instruments. This creative outdoor execution shows that they believe a smooth shave is paramount to a smooth Valentine’s Day.

9. Hovis Bread – Valentine’s Day

Hovis Bread is the third British company to make the list. I don’t know if it’s the incredible food photography or just the simplicity of this ad, but I truly would kill for some toast right now.

hovis-valentine

10. Google – Love in Paris

Okay, technically this isn’t a Valentine’s Day ad, but when it comes to advertisements that make you feel the love, this commercial is one of the best.

 


Thanks for checking out our list of top ten Valentine’s Day ads over the last 10 years. Let us know which ad was your favorite in the comments below, or tell us if we missed an obvious winner.

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Whether you were cheering for the Falcons or the Patriots in the Super Bowl, no doubt you also paid attention to the ads. They often end up being more entertaining than the game. And if you watched in Utah and were paying attention to the ads, right before the start of the 4th quarter, you may have seen the winner of the Zero Fatalities video contest proudly introducing his safety message to Utah audiences.

When it comes to creating a Super Bowl ad, handing over the reigns isn’t usually a good tactic – well unless you’re Doritos and can offer over $1M as a cash prize and the National Super Bowl airtime.

But unlike Doritos, Zero Fatalities wasn’t focused on receiving a professional quality ad with their “Zero Bowl Teen Video Contest.” Instead, the focus was on the process the contest provided. By providing the Super Bowl ad as the trophy, Zero Fatalities motivated teens to talk to teens, in advocacy for safe driving behaviors. And if you’re in the business of behavior change, what better advocacy could you have for safe teen driving than peer to peer?

The “Zero Bowl Teen Video Contest” began in November, and the submission deadline was January 6. Zero Fatalities received over 70 video submissions. A panel of judges selected our 5 finalists, including the winning video. All finalists were aired on the day of the Super Bowl, with the winning video being aired during the Super Bowl in the Utah market.

As you’ll see in the finalist ads, like many of the video submissions, a lot of thought and planning went into these safe driving messages. So enjoy watching from #5 to the winning spot:

5th Place – Fayth Melton, Herriman High School

Fayth’s entry probably had the highest production value. Working with Unified Police, SWAT and her local school enforcement officer, her video shows the traumatic consequences of distracted driving. She includes a dramatic arc that starts with an innocent text from her mother to a visit no law enforcement officer wants to make.

4th Place – Isaac Bowen, Corner Canyon High School

Isaac’s spot was the most cinematic, including beautiful views of the western shore of Utah Lake. His creativity is on full display as he transitions from a teen driver out on a drive to his younger brother knocking a toy car off the table as he answers the vibrating phone.

3rd Place – Kyle Ransom, Logan High School

Kyle’s spot is easily the funniest of the finalists. Wouldn’t everyone drive differently if Grandma was riding shotgun? Interestingly, Kyle’s real grandmother is not in the spot. He asked his neighbor to play the role. She nailed it.

2nd Place – Amy Miller, Lone Peak High School

Amy’s video is an outstanding achievement. Well-crafted, well-written and hauntingly shot, Amy educates her viewers on the dangers that not buckling up can pose to not only the unbuckled passenger, but also to others in the car who may be hit by a human projectile. Be sure to stay for the darkly humorous and sober ending as the body bag delivers one last plea to the viewer.

1st Place – Sterling Jones, St. George

Sterling’s message shows the power of peers to influence driving habits, especially when it comes to teens. Despite Mom and Dad’s best efforts, they might get tuned out. But if your best friend is telling you to buckle up, how can you say no? Sterling made great use of music, a GoPro camera, rooftop locations and had the best closing tagline. You’re ready for the advertising business, Sterling!

Utah teens are very talented and creative. It was extremely difficult to narrow down the entries, so visit the Zero Fatalities YouTube channel to see some noteworthy honorable mentions. And leave your comments below, we’d love your thoughts on this campaign.

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For the first time ever, a Super Bowl went into overtime, and for the fifth time, the New England Patriots took home the championship. The Patriots win over the Falcons was nothing short of exciting, but what about the ads? Besides the “Big Game” itself, Super Bowl commercials have long since brought viewers to the TV, for the long-running tradition of picking the “Best” and “Worst.” So, we decided to ask our staffers what ads they thought were the best. Here’s our top 5:

84 LumberAlthough this commercial was deemed too controversial to show in its entirety, the 90-second teaser stood out in our minds. Featuring the journey of a mother and daughter who are leaving their country with hopes of a better life in the US, 84 Lumber capitalizes on the “land of opportunity.” 

Airbnb: The ad titled “We Accept” shows a collection of faces of different nationalities and the words “We believe no matter who you are, where you’re from, who you love or who you worship, we all belong. The world is more beautiful the more you accept.” The goal of the ad was to promote a message of diversity and acceptance, and was also used as an announcement that the company intends to provide short-term housing for 100,000 refugees, disaster survivors and other displaced people for the next five years.

Mr. Clean: Mr. Clean’s “Cleaner of Your Dreams” ad caused quite a stir this year. The ad features a revamped Mr. Clean, younger and “sexier” than his original character. Many viewers were entertained and found the ad to be funny, while others found it to be disturbing. It ends with the words “You gotta love man who cleans” on the screen.

Audi: Audi’s ad is narrated by a father who is worried about her daughter being valued less than men “despite her education, her drive, her skills, her intelligence…” The ad ends with the words “Audi of America is committed to equal pay for equal work.” Although it did receive some praise from viewers, others criticized Audi for even running the ad while lacking women in leadership positions.

Skittles: With “Romance in the Rainbow,” Skittles decided to focus on humor with a classic scene of teenage romance: throwing pebbles (or in this case, Skittles) at the window. Little does he know, the girl, along with her family, a cop, a burglar and even a random beaver, are all in her room catching mouthfuls of skittles. Skittles never fails to create ads that are as sweet as they are completely off the wall.

Super Bowl advertisements can make or break a company’s brand based on the outcome after they air. Companies spend millions of dollars on their ads with the same goal in mind as the players: that once the game is over, will people still be talking about them? If a company can create an ad that makes the “Best” lists after the Super Bowl is over and continue to create an ongoing impression, they essentially win too. Which Super Bowl ads were your favorites? Let us know in the comments!

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In a fragmented media world with no M.A.S.H. or Cheers finale to be found, the Super Bowl has become our national TV holiday. It wasn’t until 2010 when the Super Bowl’s audience finally surpassed that legendary M.A.S.H. finale (106 million viewers back in 1983). Now, it’s unlikely any other program will ever be able to challenge it as the most watched.

Besides being an overhyped contest between two NFL football teams, the Super Bowl is the only program that inspires viewers to say they often enjoy the ads just as much, if not more than, the game. There is a ton of pressure for each advertiser to entertain, innovate and perhaps, sell something.

So we’re shining the spotlight on some brands who will be going beyond the 30-second spot this year. Here’s what we’re looking forward to:

Snickers – The Mars brand will be airing the first LIVE Super Bowl spot. We don’t know much, but we do know it will be Western-themed and star Adam Driver (or at least his cardboard cut-out). Snickers has been teasing it on TV, Facebook and YouTube:

Hyundai – The Korean car brand is teaming up with NFL legends and director, Peter Berg (Patriots Day, Deepwater Horizon) to shoot its 90-second commercial in real time during the Super Bowl. Apparently, they’re going to mix in some actual game footage, as well as shots from service men and women enjoying the game. The spot will air right after the final whistle blows. Can’t wait to see how they pull this off.

84 Lumber – While some brands use their Super Bowl spot to generally increase public opinion of the company, this supply materials brand will be the first Super Bowl advertiser to run a pure recruitment message. The company will be launching a massive hiring spree, and is perfectly fine spending $5 million to do it. Its first try at a spot was rejected by Fox, who evidently thought it too political, with its images of walls and ladders.

T-Mobile – Every Super Bowl has to have a celebrity redemption story. This year’s prize goes to T-Mobile using the much maligned Justin Bieber as it’s MC for the history of the Touchdown Dance. Will you Beliebe?

Zero Fatalities – In the spirit of the Doritos “Crash the Super Bowl” campaign, UDOT’s Zero Fatalities traffic safety education program will be showcasing the winner of its #ZeroBowl contest. Teens all across the state submitted their best 30-second spot focused on a safe driving message. Look for this spot at the end of the third quarter. We are super impressed with the talent on display. While we can’t show you the winning spot  yet, here’s one of the finalists:

So sit back, grab a snack and enjoy the ads, er, the game!

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