Saatchi & Saatchi Argentina takes Shwepps down memory lane in a ‘One Day You’ll Understand’ campaign.
Appealing to Generation X, the ad recalls times when photos took days to be seen, songs were played on “square bits of plastic” (aka cassettes) and dial-up internet made horrible noises, to demonstrate how the quality and enjoyment of Schwepps has withstood the test of time.
Giving humor to the video is the expressions of those from Generation Y, who cannot comprehend a time without today’s modern luxuries.
The step back in time is a unique way to appeal to Generation X, with Saatchi & Saatchi hoping nostalgia with hold greater appeal compared to ad which tried to make the present seem exciting.
In the words of the agency: “We believe that a person in their thirties or forties responds more to the message ‘enjoy life’ rather than the usual advertising messaging of ‘become a millionaire’ in a typical perfume ad.’ Partly because that was the spirit of their time, and partly because they know by now that that yacht isn’t going to happen.”