Everything Old is New Again | Weekly Report for June 10, 2022
Everything Old is New Again
Remember 2007? I remember most of it, except for the 40th birthday party. (Wooo, that was a wild night). 15 years ago, Internet Explorer was the most popular web browser. Bob Barker hosted The Price is Right. Pirates of the Caribbean: At World’s End grossed almost $1 billion at the box office. Today, our world is seen through Google Chrome, Drew Carey hosts TPIR, and a billion people watched the Johnny Depp trial. Everything old is new again. Except me. I’m the same ol’ Dave you know and love.
The Mere Exposure Effect, also known as the Familiarity Effect, is a psychological phenomenon in which people develop a preference for things they have a history with. We like what we know. And we know what we like. When there’s context to what we’re experiencing, it reduces uncertainty and makes understanding ideas easier. I’ve always said, “Nostalgia can be a powerful brand driver.”
New ideas are rare. They often stem from familiarity redefined. Hollywood does this. In 2007, the top four box office blockbusters were sequels – along with the aforementioned Pirates, Harry Potter and the Order of the Phoenix, Spider-Man 3, and Shrek the Thirdrounded out the top global producing films. Space Jam was a big hit in 1996. Michael Jordan and the iconic Looney Tunes characters were reimagined in 2021 with LeBron James starring alongside more modern animation. The studio saw the potential to reinvent the highest-grossing basketball film of all time. They wanted to appeal to a newer, younger audience but also give Space Jams fans some familiarity. The original was good, but the sequel….ummmm….it was a nice try.
TBWA/Chiat/Day launched Apple’s iPod “Silhouettes” campaign in 2003 featuring black silhouettes moving and grooving to music played from the white devices against monochromatic backgrounds. In 2007, the black silhouettes were reintroduced in dramatic color. TBWA/Media Arts Lab is bringing the silhouettes back in 2022 with a new sound and new product — Harry Styles and AirPods. Why has this spot hit the spot for many? It’s simple. Reimagining the colorful campaign sparked an interest in both audiences for two different reasons: inspiration and familiarity.
There are many different factors that contribute to a consumer’s decision to buy, and familiarity is a key driver. Think about it. Have you ever bought a product or service you’ve never seen or heard of? No. The answer is simply no. Brand awareness is all-important and being recognizable builds trust and increases the likelihood of your brand or product or service being chosen over another. In other words, #BoldBrandsWin.
Account Executive Jeremy Colb and Junior PR Specialist Ava Adenauer spent last Saturday visiting our client Hermitage Roanoke and attending the Hermitage Homecoming — a 50th-anniversary celebration of the television series The Waltons. These two Madison+Main-iacs weren’t the only special guests in attendance, though. The show’s star and 4-time Emmy Award winner, Michael Learned was also there. Jeremy and Ava got an autograph and picture.
DRIVING HOME DONATIONS
To celebrate its 20th anniversary this year, our client Pocahontas Parkway plans to provide a whopping $60,000 in donations to several local nonprofit organizations. Local food banks, community education partners, and local veterans services organizations are among the organizations they intend to help. Check it out for yourself!
Speaking of donations, have you given a few bucks to our friends at Housing Families First? They are at 98% of their Opening Doors For Families capital campaign goal and your contribution, regardless of size, will help them fight the root causes of homelessness in RVA. Give ANYTHING here.
THIS JUST INN
On Wednesday, I made another trip out to Harrisonburg. This time, it was not to see my kids at James Madison University, but rather to check out a really cool spot on Main Street close to the JMU campus. Texas Inn General Manager Rhonda Rankin joined me as we walked through 95 South Main Street, which we are considering as a third location for our iconic restaurant chain. Between hungry Harrisonburgers and drunk Dukes, I think there are plenty of people in the Shenandoah Valley who crave a Cheesy and a bowl. #AllTheWay (What do you think? Would Harrisonburg be a good spot to open up a new Texas Inn? Email me your thoughts here.)
Also on Wednesday, our President & Chief Operating Officer Molly Whitfield and Director of Business & Marketing Leanne Pillow, spent the evening at Rebelle Magazine’s Pop-Up Event. They joined other women leaders and entrepreneurs from Virginia and beyond to listen to the Women in Leadership Panel and Keynote Interview with some of the most innovative leaders in production/advertising. Their big takeaway? “Creativity happens at the edge of chaos.”
On Thursday, a professional photographer visited the Texas Inn to get some shots for an upcoming spring edition of a nationally known magazine. I can’t confirm the details now but stay tuned for updates. I can confirm the photographer and his crew ate Cheesy Westerns — and bought more to go. #AllTheWay
Back in Richmond, Creative Director Art Webb was busy being the life of the party at an event hosted by BES Studios — one of our trusted audio and media production partners. There was a band, great food, and lots of mingling with other creatives. Art even got to take home a snazzy t-shirt. Thanks for repping the team, Art!
IN OTHER NEWS
This morning, I was up bright and early again to give my Weekend Event Update on Richmond’s Morning News. Host Karen Michael has been doing a great job filling in for John Reid, who is traveling through his 91st country this week, Andorra. I also learned through Google that Andorra is in Europe, not South America. #Facts #ReidOnTheRoad
On Friday mornings, we share what we were looking forward to in our daily Production meetings. This week the entire team said the exact same thing – Account Manager Marita Cardenas’s birthday on Saturday! While others may have given her nice b-day cards with witty messages for her birthday, I gave her the best gift of all — the weekend off to celebrate. (Sorry, I forgot to wrap that.) #HBD
Father’s Day Enrichment Activity Holiday Barn Pet Resorts Glen Allen & Midlothian, VA June 15-17 | All Day Holiday Barn Pet Resorts will bring “Dads” and their dogs together for a special three-day Father’s Day celebration. Pups will be working hard to make their “Dad” a very special gift during this special enrichment activity. Space is limited so sign up today!
“Sooner or later, everything old is new again.“— Stephen King