JWT Bangkok Antenna

It is the Mad men period with the lauch of the new episode coming soon, nostalgia seems to have taken the world, and the consecration of ‘the artist’ a black and white silent movie and ‘Hugo’ a story taking place in Paris in the 50′s-60′s taking 5 oscars each confirm this trend.

Before reading all about the mad men mania, you can also go and play on youtube:

With the return of Mad Men’s new season, this week’s Newsweek is dedicated to madmen and the era of the 1960s – the whole magazine has been designed and edited in the same way that it was done in the 60s & brands have released retro ads in the spirit of the 60s – you can see all them here http://adage.com/article/mediaworks/retro-ads-newsweek-s-mad-men-issue/233377/

You’d Be Mad To Miss This Newsweek Issue
When was the last time a TV show directly affected so many different aspects of our lives? Fashion, advertising, beauty….the country – and indeed the world – has gone Mad Men crazy.

The marketing has been controversial at times (the ‘falling man’ advertisement was widely criticized for evoking memories of 911) but you can’t escape the fact that this hugely successful, acclaimed series has captured our hearts and minds.

Even Newsweek has gone a bit Mad this week with an issue completely 1960-fied. In one fine swoop, Newsweek has launched its Mad Men issue and with it has reminded the publishing and the advertising industries about swagger and fun. Every brand advertiser in the issue has produced special adverts fit for the era, giving CMOs a little smile and their agencies creative free-reign to produce something really unique.

It’s turned into a mini Super Bowl, with ABC News, The New York Times and much of the Hollywood, marketing and advertising press like @AdAge writing about it. As well as blogs and Newsweek’s own DailyBeast.com. There’s a real buzz going on. You can vote for the best ads
The sleek Newsweek magazine cover certainly sticks out on the newsstands and crucially also online – not only has Newsweek gone to print in the past but the homepage has also been given a vintage edge – not an easy feat when you consider the internet wasn’t even a word we’d uttered.

http://blogs-images.forbes.com/marketshare/files/2012/03/Screen-shot-2012-03-21-at-2.54.58-PM-300×223.png

So why go to all this trouble? Newsweek editor Tina Brown realizes that to capture attention in print, it has to be a visual feast for the eyes as well as giving us the information we want and expect. And the result is the news, gift-wrapped, in a culturally modern way – it’s like a present from the past.

Tapping into something that’s very in, very hip and very now is a sure-fire way to grab consumers. TV advertising tie-ins can sometimes be weak, but by going the whole hog and devoting the entire issue – rather than just one or two pages – Newsweek will ensure fans go, well…mad….for it.

It wouldn’t even surprise me if they bought extra copies to save in pristine condition as a keepsake.

It’s a shared passion, which Newsweek has cleverly linked into. Why would a serious news magazine even be remotely interested in focusing so strongly on a TV show? Simply because Newsweek was something that households read during the era – it was the magazine of the day.

It’s a natural fit then, the result of which means that both regular subscribers and fans get a nostalgic treat, and sales are undoubtedly strong. Who thought a magazine could be so cool—and culture defining? Wow.

The principles of Movement marketing can be applied even here – shared passion, an idea which links so well with the magazine’s history and very core, and not being about a particular product – it’s more about celebrating the era. Grab a copy. You’d be mad to miss it.