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Advertising Strategy: The Space-time Continuum

Groundhog day came and went, and it reminded me about the movie of the same name "Groundhog Day". You know, the one where Bill Murray keeps re-living the same day over and over. The idea of time travel in movies isn't anything new, but it made me think how ever present it is in advertising.

What really got me writing this post was a Pizza Hut commercial. I love pizza, not necessarily Pizza Hut... but after seeing their latest commercial I might ring them up the next time I get a craving. This commercial is a shining example of concise execution, and good creative. I think the icing on the cake is the short confusing musical score (sounded like it was out of an old bat man episode... hey, the grown man actually sounds like Adam West when he says "Well done". Have a look at the actual video so you can see what I'm talking about:

The fountain of youth in advertising

The idea of defying time doesn’t simply stop at funny one off commercials. You'll notice this trend in hair products and face creams the world over. The promise of reversing the effects of time, and restoring a more youthful look. These tend to take a serious note with a lot of technical jargon and branded recipes to intrigue and take ownership of something unique and exciting.

The fountain of youth is a place of myth but we like to believe, just like we hope for time travel, to be real. Imagine what your life would be like. The base of this principal is to uncover the "what ifs" in our life. I'm not saying you have to be a person of deep regret but we all have underlying things we wish we could go back and change. I'd challenge anyone who says they've never wished so.

Uncovering subconscious regrets and insecurities is sometimes a by-product of promoting "new" but the clever marketers will always establish a strategy that offers excitement while making us think "what if".

Going back in time

Here is the beautiful thing about using altered time: It doesn’t matter what product or service you're promoting, we all wish we could go back and make a better decision abut something in our life.

The social media manager supports the campaign even further playing up the space-time continuum.

Q: Paul Phillips @tack_paul: @PizzaHutCanada when and where are you going to post the #investintheinternet commercial?

A: Pizza Hut Canada @PizzaHutCanada: @tack_paul We already did. Or maybe we read this Tweet, and went back in time to do it.

Well done.

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Paul Phillips
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Paul Phillips

Co-founder, Partner and Creative Director at Jackson Wynne @tack_paul