From: Jordan Bochanis <jordan_bochanis@brzoom.com>
Date: Tue, 8 Jan 2002 06:22:22
To: Tim Manners <editor@reveries.com>
Subject: 2002: Groundhog Year!
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Ah, the start of the New Year. A perfect opportunity to look back and reflect on the year that's past. Unless, of course, you happen to be in a business where your clients look to you to be more future-thinking. Since many brands need to have their marketing acts together a year in advance, it's up to us conceptual-types to be part Darren Stephens, part Criswell.
That said, I have seen the future and it looks, well, a lot like the past, actually. In the year 2002, the "2" stands for the fact that, chances are, it's the second time you've seen it. Just take a look at the feature films slated for 2002. It seems as if the Hollywood studios have found not just one, but two (fittingly), ways to bring a sense of deja vu to theaters across America.
There's the sequel: X Men 2, Men in Black 2, Spy Kids 2, Stuart Little 2, Star Wars Episode:2, Harry Potter 2, Lord of the Rings 2, Dirty Dancing 2 -- even Peter Pan 2!
And then there's the "second time around" feature for 2002. This includes remaking a past feature film (Rollerball); live-action remakes of classic animated features (Pinocchio, Year Without Santa Claus); feature films based on TV fare past and present (I Spy, Scooby Doo, Powerpuff Girls, Star Trek: Nemesis); or just a good 'ol re-release, enhanced somehow (E.T.: The Extra Terrestrial, Beauty and The Beast -- an IMAX version). Whew!
But this sense of cultural familiarity isn't being foisted on us by studio moguls only. The automobile industry has looked into its own conceptual rear-view mirror to bring us its version of the future. As new car models are being unveiled at giant, generic convention centers everywhere during the beginning of 2002, what do we see? The middle of the last century!
As new car models are being unveiled at giant, generic convention centers everywhere during the beginning of 2002, what do we see? The middle of the last century!
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Continuing a trend that started just a couple of years back, car makers are throwing the vintage-looking levers of their gear shifters into high gear.
There are new cars that have styling elements reminiscent of vintage cars (Chrysler's P.T. Cruiser, Ford's Forty Nine concept car); new cars based on long gone models (Ford's Thunderbird, Chevy's Bel Air concept car): and even new cars that look almost exactly like the original (BMW's Mini Cooper, Ford's GT40 concept car). Ford has even gone as far as to group their new/old cars into a "Living Legends" lineup.
So what's at the root of this retro-looking future? Some people say that it's the times we live in.
Like comfort food, during economic uncertainty and war, people turn to the things that feel safe and familiar. Witness the recent ratings rise of TV Land. Even prime time big-network TV recently aired an I Love Lucy special. But wait a minute, didn't we elect George Bush: The Sequel while things were still good?
As I sit home and watch 45-year-old Leave It To Beaver episodes on my High-Definition TV (that Eddie Haskell is not to be trusted!), I can’t help but wonder what happens to the consumerism of future generations when we have effectively mined every element in our cultural yesterday to create its tomorrow?
Is there a 2007 Chevy Bel Air in your future?
Jordan Bochanis is Concept Director of Bochanis, Rogan, Zoom, a marketing services agency with offices in Connecticut and Louisiana. He may be reached via email at jordan_bochanis@brzoom.com
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