The Relevancy Read

Hot takes, early calls and astute observations, carefully curated.

A Sampling

Mad Men advertising and cheap dates.

November 15, 2022

Attention Mad Men enthusiasts! It may be time for a return to traditional advertising.

Remember when commercials were captivating and fun? Recent campaigns by Coperni and Lonely Ghost took us back to the days of impactful advertising and we’re craving more. Coperni’s "Coming Of Age" video evokes 90s nostalgia, featuring adorable toddlers and declaring their bags baby approved; Lonely Ghost recreates an iconic Steve Jobs Apple presentation simply to announce the launch of a new sweatshirt. In a world driven by data and algorithms, advertisements now feel redundant, computerized, and boring. With streaming services like Netflix and Disney+ rolling out ad supported subscriptions, We see opportunity for more traditional engagement. Moving forward, supplementing modern marketing strategies with old-school initiatives may just be the key to standing out. Think: what would Don Draper do?

In a penny-pinching economy, the connotation of "cheap" is changing.

Dating app Plenty Of Fish coins the term “infla-dating” from data indicating cheap dates are more socially acceptable amid rising inflation. Financial pressures also impact the impression of luxury, lessening the luster of name brands and authentic ownership, causing a spike in counterfeit sales. Business of Fashion notes the market of fake and pirated goods has tripled since 2013, up to $3 trillion. TOBE’s sensing an impending PR wobble for luxury, whereby products have become so expensive, yet seemingly ubiquitous, it’s starting to feel foolish and slightly uncool to buy real. Even turkey is on the chopping block. One in five Americans can’t afford a traditional Thanksgiving meal this year, but pizza party alternatives position the glass as half full. Consumers can’t change economic circumstances, so perspectives and attitudes shift instead.

Want to leave a lasting impression? Go analog.

While brands scramble to go viral on social media, we pose the question, why? These days fame is fleeting; the emphasis on attention-grabbing should really be in bond-building. Known for its tastemaker profiles, lifestyle site Semaine just announced Semaine Post, a monthly print newspaper delivered directly to subscribers’ doorsteps. The initiative encourages consumers to reject mindless scrolling and relentless notifications in favor of digesting and reflecting on the content they consume. Ironically, we’re seeing the sentiment resonate on TikTok with artist Kevin Zych inspiring his followers to keep a sketch book on-hand to draw meaningful moments, instead of passively taking photos on smart phones. To be clear: We’re not saying abandon social media strategies altogether, but simply suggesting sprinkling in thoughtful and tangible engagement tactics to stay top-of-mind.

Consumers invest in fanciful handbags like works of art.

From Coperni’s glass handbag to Balenciaga’s play on a bag of Lay’s chips, artistic accessories prove that form can reign over function in the name of fashion. Cult Gaia creates sculptural purses that act like home decor pieces. Louis Vuitton’s Cruise ’23 show debuted metal clutches reinterpreted as miniature versions of the brand’s iconic trunk, while Naomi Gilon creates ceramic handbags with actual spikes. Leandra Medine shows us how we can have it all with her fancy bag and market tote ensemble—a styling cue not to be missed.

Geo-specific alcohols pair perfectly with global consumers’ adventurous approach to cuisine.

Cãna’s cachaça is made exclusively in Brazil from fermented sugar cane, with a specific ABV of 38-48 percent. Bin Bin Sake, attached to the izakaya-style restaurant Rule of Thirds in Brooklyn, offers a curation of whiskeys, shōchū, and natural wines from Japan for the amateur mixologist. Also, note the upticking popularity of Korean beverages like Hana Makgeolli’s artisanal rice wine. Espresso martinis be damned!