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.’

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