The power of nostalgia: The return of the Polaroid

polaroidsThis Christmas, more than 25 years after its launch, the Rubik’s Cube was amongst the best-selling toys. Just imagine the look of disappointment etched on the faces of children all over The UK when they furiously tore open their present under the tree, only to find a Rubik’s cube rather than the booty they asked Santa for in their illegible handwritten note.
“We will get you the pony you asked for next year darling.”
“The Playstation 3 isn’t nearly as fun as this Rubik’s Cube Charlie, honest.”

The more cynical amongst you might think that the Rubik’s cube’s renaissance was merely a consequence of many a parents’ desire to save a few pennies in this turbulent economic climate. Call me naïve, but I happen to believe that the choice of the Rubik’s cube as a stocking filler, was not borne out of financial necessity but instead by nostalgic tendencies that were rekindled by a rather smart marketing effort.

It is said that you often only truly appreciate something when it has gone. I think absence is undoubtedly one of the key catalysts of nostalgia.

When the aisles at Woolworths sat empty and neglected, few consumers took notice, yet as soon as it was announced that Woolies would be disappearing from our high street, the whole nation seemingly went into a period of mourning.

When Wispa bars sat lonely and unloved on the shelves of corner shops and gas stations across the UK, no one blinked an eye, yet when Cadbury made the decision to discontinue the product, chocolate lovers across the country were apparently disconsolate. Most probably hadn’t bought a Wispa bar since the mid 80s, but as soon at is taken out of existence and these same consumers come over all sentimental. Overwhelmed by a campaign on good old Facebook and Youtube to bring Wispa back, Cadbury relented and decided to re-launch the brand…The Publicis print campaign that accompanied the re-launch was a gloriously nostalgic tribute to all things 80s and the days of long-copy. Go here to see it big.

So, to the awesome news that a dose of nostalgia has prompted a nice chap called Florian to bring back Polaroid from the brand graveyard.

I was one of many who was left saddened by Polaroid’s announced they would stop making the iconic film last February. As a kid, there was always something really magical about watching an image slowly develop before my eyes. I couldn’t believe that I might never be able to walk into an Australian themed bar and see recently signed Polaroid pictures of drunk revelers engaging in lewd acts plastering the toilet walls. Dark days.

Now, however, an Austrian artist, businessman and Polaroid obsessive name Florian Kaps has arrived as the savior of Polaroid. He has devised a plan to re-open the currently dormant Polaroid factory in Amsterdam and begin manufacturing film again. Hooray for Florian.

If I gather up some support, do you think that the powers that be will bring back Slush Puppies?


3 responses to “The power of nostalgia: The return of the Polaroid

  1. The demise of Polaroid is analagous of that of Woolies in the UK. Oh how we miss them now, but did we support their business when they were clearly an anachronism? I’m afraid nostalgia ain’t what it used to be. Polaroid is alive and well in the digital age…

  2. Pingback: The end of the book? « Most Contagious

  3. gemma henderson

    who took this photo of the polaroids?
    I’m really curious. I think it’s a beautiful photo and I want to use the artist for my photography assignment, if they’re established ^^

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