> how uncreative this is ... aren't we just redoing that thing from 15 years ago?
People of a certain age are informed by shared cultural touchstones.
Those making ads in these timeframes are ages where they all experienced the Star Wars trash compactor scene as a visceral moment pressed into their psyches:
As a child, the blasters and light sabres are make believe, but the compactor closing in slowly on Luke, Leah, C3PO, that felt real. Kids could feel that big squeeze. It was ... VIVID.
When you start making create visual experiences (ads in particular), it's not uncommon you'll reference such touchstones. You'll get approved by marketing committees because they too have that touchstone in their pasts.
The original scene plots out as an increasing stress, but ends with a relief. Ad creatives often "quote" these if they feel they can match/replay the original emotional beats, here implied looming threat, visceral danger building agonizingly slowly, realization of total destruction, saved by suddenly revealed relief.
Nintendo, LG, and Apple all tried to have their "product placement" land in that surprise moment revealing the pressure relief: a sleight of hand where this moment, this thing, is the MacGuffin associated with the stress vanishing.
Is this uncreative? "Aren't we just redoing Star Wars New Hope?" Sure. But ads that connect to the beats of touchstones inside the viewer do evoke more reaction, and the ads aren't quoting each other, they're quoting the original.
Art often quotes art, the quoting considered both creative and effective.
People of a certain age are informed by shared cultural touchstones.
Those making ads in these timeframes are ages where they all experienced the Star Wars trash compactor scene as a visceral moment pressed into their psyches:
https://www.youtube.com/watch?v=6u3QInIMVME
As a child, the blasters and light sabres are make believe, but the compactor closing in slowly on Luke, Leah, C3PO, that felt real. Kids could feel that big squeeze. It was ... VIVID.
When you start making create visual experiences (ads in particular), it's not uncommon you'll reference such touchstones. You'll get approved by marketing committees because they too have that touchstone in their pasts.
The original scene plots out as an increasing stress, but ends with a relief. Ad creatives often "quote" these if they feel they can match/replay the original emotional beats, here implied looming threat, visceral danger building agonizingly slowly, realization of total destruction, saved by suddenly revealed relief.
Nintendo, LG, and Apple all tried to have their "product placement" land in that surprise moment revealing the pressure relief: a sleight of hand where this moment, this thing, is the MacGuffin associated with the stress vanishing.
Is this uncreative? "Aren't we just redoing Star Wars New Hope?" Sure. But ads that connect to the beats of touchstones inside the viewer do evoke more reaction, and the ads aren't quoting each other, they're quoting the original.
Art often quotes art, the quoting considered both creative and effective.