Well, technology is a glittering lure, but there's the rare occasion when the public can be engaged on the 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 copyrighter, a Greek named Teddy.
And Teddy told me the most important idea in advertising is new.
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.
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, 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.