The Nostalgia Bowl
The other day, John Podhoretz, editor-in-chief of Commentary magazine, had an interesting and somewhat hilarious observation on their daily podcast. He mentioned that the ads on the Super Bowl could be summed up in one sentence, something along the lines of: "Driving along in your electric car, trading crypto while drinking your gluten-free hard seltzer." Yes, that is, indeed, a rather astute observation on the overall theme of most of the ads shown during the Super Bowl, but what struck me more than anything was how much the ads and even the Super Bowl halftime show were just awash in nostalgia.
Scrubs, Austin Powers, The Sopranoes, Arnold Schwarzenegger, and Demi Moore all appeared in the ads during the game. And let's not forget the actual halftime, which featured a plethora of hip-hop acts from the late 90s into the early 2000s. And it's not just during the Super Bowl. Think of all the shows and movies that have been brought back in the last few years: Ghostbusters, Scream, Cheaper By The Dozen, The Batman are just a few of the reboots that have been released or will be released, not to mention the countless TV shows including even The Waltons(!!!) which also has a reboot in the works. Let's not forget to include the numerous spinoffs within the Star Wars and the Marvel Universe. So what gives? What's with the seemingly endless fascination with things from the past?
Some would argue that given the unprecedented times we're in (probably the one-millionth time that phrase has been typed in the last two years,) something that harkens back to a more peaceful time is needed. Others, such as NY Times columnist Ross Douthat, would argue that we've run out of ideas due to our overly decadent culture, hence the need to go back to the well. He wrote an entire book on the subject. I'm more partial to think it's somewhere in between. As you'll see below, I don't think there's anything particularly wrong with enjoying seeing beloved characters come back for a visit. However, the dearth of original ideas is a concern, especially for those of us in a creative business.
Tim Heindl, SVP of Research at Lionsgate, talked last week on the podcast about the innate audience attraction to "world-building," a cool term for all the spinoffs we see coming from the Disney machine and others. It definitely can lead to some exciting stories. Still, I worry that if we don't push ourselves to create entirely new characters and worlds, future generations will look back and think our ability to be original ran out somewhere in the early 2000s. We have to start pushing ourselves to be authentic as marketers and creators. The streamers need to take advantage of their copious amounts of cash and apply innovation not just to their business models but also to storytelling. Marketers need to push for original thinking that goes beyond the tried and true of the last decade. It doesn't even have to be that complicated. Look at what Coinbase did with their Superbowl Ad; arguably the most successful ad buy in the entire game. My point is that spinoff and reboots undoubtedly have their place, and nostalgia can be potent, but I don't accept that we're culturally burned out. New stories are waiting to be told; we have to stop being so cautious and embrace the, as Bob Iger would say: "the ride of a lifetime."
Universal Knocks It Out of the Park
Ok, now that I've got the whole "we need new stories" off my chest, I'm now going to praise an oldy but goody: Jurassic Park, more specifically, the trailer for the latest film Jurassic World Dominion. The franchise has been slightly uneven; the last flick wasn't so great, but man, does this next one looks like it's ready to reclaim the magic that made the first one so good. Yes, it helps that Alan Grant, Ellie Sattler, and Ian Malcolm are all back, but this trailer made me want to buy a ticket yesterday. My 8 yr old son also wants to go now too. Again, nostalgia isn't always bad.
Jurassic World Dominion - Official Trailer [HD] - YouTube
Kudos to Universal Creative Advertising for cutting an original trailer and not using a slow-paced version of a fast-paced song with someone mumbling the lyrics.
Pages from the Commonplace Book
We're going to stick with the Stoics for a bit. This week, we've got Seneca:
"He can't serve in the military? Let him seek public office. Must he live in the private sector? Let him be a spokesperson. Is he condemned to silence? Let him aid his fellow citizens by silent public witness. Is it dangerous to enter the forum? Let him display himself, in private homes, at public events and gatherings, as a good associate, faithful friend, and moderate tablemate. Has he lost the duties of a citizen? Let him exercise those of a human being.
Ryan Holiday, the co-author of The Daily Stoic, relates a story told by Lincoln about a gentleman who came to him seeking a post as a foreign minister. When he was turned down for that post, he asked for a more modest position. Again turned down, he asked for a job as a low-level customs officer. Rejected yet again, he finally just asked Lincoln for a pair of old trousers. "Ah, Lincoln laughed, "it is well to be humble."
The story and the quote above highlight the importance of being flexible and determined in all facets of life and career. If you can't do this, try that. If that won't work, try another. We often give up too quickly and accept things as they are rather than pushing for better. Even if you hit the impossible, you always have the chance to paraphrase Ryan Holiday to be a good human being.
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