Typing on this sleek Macbook Pro
laptop makes me realize how far technology has come in such a short amount of
time. Just two years ago I had an HP laptop that was considerably heavy and
slower. Before that I shared a desktop HP computer with my family. Yet before
the times of computers, my parents said they used the reliable old fashioned
typewriters. My mom explained that using her typewriter was a pain since you
couldn’t make any errors, but she did favor how simple it was in comparison to
the evolving technology we encounter today. Looking at my generation though, we
devour the fast-paced technology and indulge in the luxuries of our beloved
Apple laptops. Therefore, my group and I were stumped on how we would bring the
simple typewriter back to engage poor college students who love technology.
Basing our campaign and ad on the
aspect that we are advertising to poor college students, we decided to promote
the fact that having a typewriter would not have the need for electricity
(unlike a laptop or desktop computer) and therefore contribute to lower
electricity bill, plus a go green action! Along with this positive aspect, the
original typewriter would be available in an assortment of colors ranging from
neon colors to pastels to catch the eye of our retro customers. We also wanted
to promote the typewriter as a product that would collaborate well with a retro
individual who is looking to stand out from the crowd of Macs.
One of our ideas for a campaign
commercial was to have a coffee shop full of people on their laptops and
phones. Then, out of nowhere, you hear this click clack of the typewriter and
the camera zooms in on a retro-dressed young adult typing on his bright blue
typewriter. He’s happily typing away while everyone else stops what they are
doing and goggle at this
old-fashioned
contraption. He smiles to himself as the words, ‘Give Classic a Chance,’ are
typed on the paper using the typewriter.
Another commercial idea we had that
would really expose the benefit of having a typewriter that uses absolutely no
energy was first the camera panning the landscape of city lights in New York
City. Zeroing in on a business building with all of its workers typing away on
their laptops. Suddenly, the electricity goes out on the whole city and the
workers are shocked with this power outage and how it has stopped their pace in
work. Everyone is flabbergasted and all is quiet until a slow and steady beat
escalates in the city. This is the sound of the young retro individuals tapping
away on their typewriters around the city. The shot then switches to everyone
in the city standing in lines buying their new typewriters while the original
typewriters owners run around the city posting the motto: Give Classic a
Chance.
Our last idea of promoting the
typewriter was to bring to light that a typewriter can keep all the information
you type on it confidential. Unlike how on a laptop or computer there is
internet access, email and screenshots, the typewriter is your personal diary
that will keep your secrets safe. The short advertisement idea we had for this
was to have a high school girl typing away her feelings on her laptop diary. As
she walks away from her laptop to take a break, an mischievously looking peer
goes on her laptop and leaks the girl’s feelings and thoughts to the entire
student body. Devastated by this embarrassing tragedy, the girl is walking by
an old shop and comes upon this dusty typewriter. This ends with the girl
carelessly typing away on her typewriter after having learned her lesson of the
power of technology and the solution found in the old origins of the
typewriter.
Here is a commercial advertising for
the typewriter back in the 50s. Incorporating this 50s vibe with typewriter
would help showcase how classic is traditionally a good choice for anyone.
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