And we’re back!

Still kicking. AI has not completely taken over this newsletter yet.

Before we jump in further…

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Deep(ish) Millennial Thought of the Week

When I was younger and before TikTok (which still hasn’t restored my account since I accidentally deleted it), I discovered classic songs from the 60s, 70s, and early 80s from commercials on TV. Many times, these weren’t the recorded versions of the songs you’d find on albums, as I would later find out when reciting the lyrics on long family car rides, only to be corrected quickly. These were BRAND versions of these songs.

What’s a “brand version” of a song? Well, let’s start with an example.

In this recent commercial from Downy, our Millennial protagonist finds herself ready to throw out a smelly vintage Backstreet Boys t-shirt, presumably acquired DECADES AGO either at one of their concerts or at one of the million mall stores catering to 90s boy band mania.

Protagonist: “I gotta get rid of this.”

Backstreet Boys: “🎶 Tell me why… 🎶”

Protagonist: “Cause it stinks.”

Backstreet Boys: “🎶 Tell me why… 🎶”

Protagonist: “I don’t know I’ve washed it so many times.”

Backstreet Boys: “🎶 Tell me why… 🎶 ”

Protagonist: “No, you tell me why I can’t get rid of this odor.”

Backstreet Boys: “🎶 I never want to hear you say… Have you tried new Downy Rise & Refresh? 🎶”

I’m not here to go and label the Backstreet Boys as modern day corporate sellouts. I’d do the same if I was once famous, too, and it’s not exactly like we held boy bands to high standards ever. What’s most jarring to me about this commercial?

I am now old enough to hear pop music I grew up with remixed into commercial ads.

It’s a strange realization that provides mixed feelings. On one hand, this marketing tactic taps into my positive feelings connected with that era of my life. On the other, it’s a sobering reminder that rock stars age, too, just like us. (Well maybe not now, with AI and all…)

Those thoughts aside, there’s no denying that nostalgia is a powerful motivator to drive a purchase, especially in a post-pandemic, heavy news cycle era. More specifically, repurposing older popular songs is a strategy that connects with us Millennials, as outlined here by Colin Stutz in Billboard’s “How Hit Songs in Commercials Might Be Making You Shop More.” Our attention spans, emotional connections, and memory of a commercial can increase as high as 20 percent when we watch a commercial with a familiar popular song in it.

After some heavy thought on the subject this week, we’ve come to the conclusion that the branded takeover of classics of our youth can actually be good for us. Why? In addition to these spots summoning up feelings of good times from earlier in our lives, they open up conversations with other generations who also get this jingle stuck in their head for the next 24-38 hours. In a world where we struggle to relate cross-generationally, we think this is a good thing.

Now, there are times where some of these commercials can be cringe. Like this one. And maybe this one, too, although we kind of dig it the more it gets stuck in our head. But overall, we welcome these remixes into the world because they encourage connection with nostalgia. And that is our drug of choice here at Curb Your Millennialism.

THE VERDICT: It’s okay for you to enjoy the Backstreet Boys selling you laundry detergent. Your move next, NSYNC.

Less Deep(ish) Millennial Stuff of the Week

• APPLE EXCITES/SCARES US ALL. Apple announced this week technology we only dreamt of as kids. With a hefty starting price tag of $3499, it will be interesting to see if Vision Pro, its new VR headset, changes the world as we know it. I can’t wait to wear it on first dates. (The Verge)

• NASA SAYS TO STOP BEING MEAN TO UFO ENTHUSIASTS. Living up to their billing as the focal point of the theme of my Bar Mitzvah, aliens once again were in the headlines last week. According to a briefing from NASA, we might find them if we stop bullying those who search for UFOs. (CNBC)

• MILLENNIALS CONTINUE TO VOTE. It’s because we’re scared though. (The New York Times)

• DUCK YEAH! In addition to Vision Pro, Apple also announced that AI will be able to help you curse when you want to. (BBC)

Millennial Commercial Spotlight

As an impressionable youth in the 80s and 90s, I was exposed to many commercials, which probably drove me into a career in Marketing. One of you wrote in that you liked this new feature added last week, so this week we are bringing it back.

Coming off the heels of Apple’s Vision Pro announcement, we here at Curb Your Millennialism wanted to revisit our first introduction to consumer VR marketing pushes through a look back at the 1995 launch commercial for the Nintendo Virtual Boy. You can view it in its shocking entirety here.

For those unfamiliar with the failed console, Business Insider has you covered here. In short, selling a product as VR that was actually only rendering games in 3D while simultaneously making kids sick when they played it was probably not a formula for success.

Having a commercial that scares the living daylights out of you while not showing actual gameplay probably was also a bad way to kick things off. There’s really not too many things to add to this one - the dystopian VR hellscape presented within the commercial is enough to send you running from it. Check out how the Nintendo Virtual Boy intended to possess you for yourself.

Apple Vision Pro, you’re up next.

Millennial Album Spotlight

After sitting on the Curb Your Millennialism porch, we decided it’s time to share more on the music we love with our official “Still Rocks” stamp of approval for the best music of the greatest generation.

This week in honor of the band’s latest release, But Here We Are, we pay homage to 1997’s The Colour and The Shape by the Foo Fighters.

This is the part where I normally direct you to read Pitchfork’s review for an expert analysis, but they gave this highly significant album from our own upbringing a “5.8” and we’re beside ourselves. Despite this nonsense, after two and a half decades, it still slaps.

From the soft spoken ballad “Doll” bleeding into the pop-power supersonic journey that is “Monkey Wrench,” former Nirvana drummer and everyone’s now beloved frontman Dave Grohl managed to take 50 minutes and 14 seconds and stretch them into years and years of repeated listens with tracks filled with post-grunge era angst and throwback nods to classic 70s stadium rock.

By now everyone knows “Everlong” and “My Hero” (sidenote: could this moment with the song as the backdrop be any more 90s???) but the true standouts for us are the lesser-known kick-in-your-door-worthy “Hey, Johnny Park!” and the more melodic “Walking After You.”

We’ll sadly never get a new album with tragically departed drummer Taylor Hawkins on it, but we can thankfully marvel at his breakout performance on this fourteen song nostalgic blast from the best decade of music.

Rock on. 🤘

That’s all for this episode…

Before I go, a little about me:

I’ve been in omnichannel marketing, business development, sales and operations for startups and big brands alike for over 15 years now. If you’d like to talk with me about consulting, find me on LinkedIn or Twitter or reply to this email. Or you can get creative, I know you have it in you!

Thanks for tuning in. Until next time, get get your laundry done.