Ronald Reagan’s 1984 reelection commercial grabbed the hearts and souls of Americans and never quite let go. Twenty-six years later, if you say “Its morning again in America”, most people will immediately know what you are referring to.
I was only a year old when the commercial was released, and even before YouTube helped to make all things new again, I knew that phrase and commercial.
It’s simple message of renewal and scenes of Americana breathe life into a weary patriotic soul and perhaps makes us yearn for the decade that is becoming a distant memory in more ways than we would like to think of.
Except the fashion. I think we can all agree that that can stay in the past.
We all are waiting for “Morning in America” again, and it isn’t going unnoticed.
Quaker Oats recently released a new marketing campaign called “Be Amazing”. With it, they released a commercial that is almost identical to “Morning in America”… except without the 80’s fashion and statistics.
What mattered though was still there.
The inspiration to go out and be amazing as an individual, and making this country amazing. The music is similar, it sounds like the same man doing the voiceover and the pace is uncanny. If you play the two at the same time, “Morning in America’s” influence on “Be Amazing” in no way can be denied.
A company selling their product using the basis of a commercial originally used to reelect a president nearly 30 years ago at first may seem surprising. However, it makes a huge statement about the current state of our country.
Knowing how to speak to the consumer is essential to marketing a product well. A company has to have their finger on the pulse of society. What is popular, unpopular, reigning sentiments, beliefs and norms all have to be taken into account.
Quaker Oats Company was not going to spend millions in advertising if they didn’t know they had a commercial that was going to speak right to the very wallet of America via their hearts. If this commercial doesn’t speak to the “Tea Party” demographic out there, I don’t know what would. The opening phrase is even “Wake Up, America”.
Madison Avenue is now paying attention to the turning tide back towards conservative principles and that people are longing for the days of less government and more of a future for their families. This commercial would not have been made two years ago.
Two years ago companies were using the image and the brand of Obama to push their products. Pepsi changed their logo to resemble Obama’s logo. Ikea let you arrange the Oval Office on their website. Honest Tea and Jones Soda put his face on limited edition varieties.
I don’t think they realized just how limited that edition would be.
Two years later, and we are now seeing a huge conglomerate trying to gently evoke images and emotions tied to Ronald Reagan, arguably the “Immortal King of Conservatives”.
This means that conservatism is gaining ground. It is becoming popular again. It is selling.
I went out and bought a box of Quaker Instant Oatmeal after seeing the commercial. I couldn’t help myself.
We are winning.
Oatmeal anyone?
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