Monday, June 20, 2011

Commercial comeback.

Think back. Back to a time before Tivo. It was the decade Chiat/Day changed advertising with their groundbreaking 1984 Apple commercial. Saving humanity from conformity in a spot officially airing once and barely mentioning Apple.

Then in 1985, I was introduced to the quirky art direction of JWT's Joe Sedelmaier. It was through a VCR game, of all things, featuring a collection of his work. You'd watch a spot and then answer a series of questions. Everyone knows his work for Wendy's and FedEx. However, his Alaska Airlines spots were my favorites. He was famous for making non-actors famous.

Before everything was social, advertising was social. Commercials were famous in the 80s. T-shirts, board games, and mascots. Even with Tivo today, social media is pushing appointment TV and bringing back commercial relevance. I'm hoping this leads to more Super Bowl-worthy campaigns shutting out the apparently endless Progressive Insurance spots. It's time for new thinking in traditional media.

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