Technology is a glittering lure. But there is the rare occasion when the public can be engaged on a level beyond flash, if they have a sentimental bond with the product. My first job, I was in house at a fur company with this old pro copywriter, Greek, named Teddy.And Teddy told me the most important idea in advertising was ‘new.’ Creates an itch. You simply put your product in there as a kind of calamine lotion. But he also talked about a deeper bond with the product: nostalgia. It’s delicate, but potent. Teddy told me that in Greek nostalgia literally means ‘the pain from an old wound. It’s a twinge in your heart, far more powerful than memory alone. This device isn’t a space ship. It’s a time machine. It goes backwards, forwards. Takes us to a place where we ache to go again. It’s not called ‘The Wheel.’ It’s called ‘The Carousel. It lets us travel the way a child travels. Around and around and back home again to a place where we know we are loved.
The Wheel, Mad Men (2007). Matthew Wiener