Oldies but Goodies!

The phrase “oldie but goodie” is sometimes used when describing someone older in age, a favorite grandparent, maybe an old horse, or even a piece of equipment or technique. But most typically, “oldie but goodie” is used when referring to music, movies, jokes, things that relate to entertainment.

While most people don’t equate commercials to entertainment, I suggest that the really great commercials are just that; they are entertaining, and this is why they are classified as great.

Recently, GEICO has brought back several classic commercials dating back to 1997. A few include “Woodchuck Chucking Wood”, “Pinocchio”, “Hump-Day”, “The Squirrels”, and my favorite, “Maxwell the Pig”.

Another example of this is the State Farm campaign, “Jake and his Khakis”, and the infamous line, “and what are you wearing, Jake from State Farm?”

So when is it ok to rerun an old ad or ad campaign? The short answer is … when it’s a good ad, or better yet, when it’s a GREAT ad!

Have you written a great ad or two in the past? Both State Farm and GEICO have suggested, and possibly even proven, that it’s ok to pull them out of the old production file and air them again. I would caution though that a little time should pass before you re-air them, a minimum of two years. However, I have also heard more than one great ad, specifically holiday ads that hit the emotional button, re-aired year after year that are still very impactful.

It’s easy to write and produce boring basic ads. However, the ideas for great ads are hard to come up with and even harder to create and produce. When they have run their course, don’t file these great ads away forever. The “Oldies but Goodies” will always be good, and at some point, worth airing again.