Don Draper’s Presentation for Kodak
“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. This old pro copy writer. A Greek named Teddy. And Teddy told me the most important idea in advertising is “new.” It creates an itch. You simply put your product in there as a kind of calamine lotion. But he also talked about a deeper bond to a product. Nostalgia. It’s delicate but potent. Switch it on.
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 spaceship, it’s a time machine.
It goes backwards and forwards.
And it 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.
A place where we know we are loved.”