We might laugh today at the blunt message of this 1950’s TV commercial. But has the message really changed? Individualism has become more prominent since the 1970’s - but the method is still the same: fear. The fear of being not cool, fear of NOT belonging to the big crowd, fear NOT to doing (buying) the best for your loved ones, fear of being NOT adorable, sexy, smart … whatever.

Since most products hardly differ in quality or features - they have to get their uniqueness either through “cool design” or marketing. For example: most cell phones for €100 have the same features for that prices, but they look very different and are often targeted at different crowds (business user, kids, pussy tech, etc).

And it is still fascinating that we still reacted to finely tuned amounts of fear and associations: “Oh, no this cell phone is made for woman. I am a strong guy, I am not gonna buy this although it’s cheaper and does exactly what I want it to do!”.

*inspired by OliviaB sending me a similar coffee ad*