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Back to developments
Soft Cell was the one hit wonder band of the 80’s with “Tainted Love.” Great tune.
Soft Sell is the advertising strategy of ad agencies and retailers this holiday season.
How did the industry decide on this strategy? They asked and answered the following question:
Q: During hard economic times, when do people go against their gut feeling and throw caution to the wind as it pertains to spending?
A: When it comes to emotions, nostalgia and family.
If you don’t agree… you haven’t been to a child’s birthday party in the last three years. It's ridiculous what people will spend.
The advertising theme a year ago for the holidays was “indulge.” Remember the Lexus and Harley Davidson ads?
This year the industry is tugging at heartstrings and wallets.
Sears is going with the memory of a wish book.
Wal-Mart is lighting our way.
A couple of years ago County Market asked Media Development to produce an image soft-sell holiday ad that captured the essence of holiday memories. It was one of our first projects with County Market. They wanted an ad that had nothing to do with the store and everything to do with families enjoying each other and the season. It was mid December and we had unusual warm weather in Quincy. So I was forced to dive into some archived footage.
It might very well be my favorite ad that we have ever produced. It’s my family.
Tainted love? No way.