“Technology is a glittering lure, but there’s the rare occasion where the public can be engaged in a level beyond flash… if they have a sentimental bond with the product. My first job, I was in-house at a fur company with this old pro copywriter, 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. He 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 spaceship, 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 – around and around, and back home again, to a place where we know we are loved.”
– Jon Hamm as Don Draper
Mad Men, “The Wheel”
