Kodak Man 1: ‘So have you figured out a way to work the wheel in? Kodak Man 2: ‘We know it’s hard, because wheels aren’t really seen as exciting technology, even though they are the original’. Don Draper: ‘Well, technology is a glittering lure, but there’s 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 copywriter, Greek, named Teddy. And Teddy told me the most important idea in advertising is ‘new’. Creates an itch. Put your product in there as a kind of calamine lotion. We 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 and forwards. 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. Round and round and back home again. To a place where we know we are loved.’