A Sentimental Bond with the Product: Joe Biden, the Past and the Future.

by Michael Liss

I’ve been thinking a lot about Joe Biden recently. Joe Biden and nostalgia, Joe Biden and memory. Joe Biden and Mad Men.

There is a wonderful scene to close the first season as Don Draper pitches an ad campaign to two exceptionally nerdy guys from Kodak. The boys from the lab want to talk technology, but a plastic and metal “wheel” is decidedly unsexy. Stumped at first, Don puts in a few of his own 35mm slides and an idea emerges. The lights dim, and images of happy moments with wife and kids, some posed, more not, each appear on the screen, with Don providing narration:

Well, technology is a glittering lure. But, there is the rare occasion when the public can be engaged on a level beyond flash, if they have a sentimental bond with the product. My first job, I was in-house at a fur company, with this old-pro copywriter, a Greek named Teddy. Teddy told me the most important idea in advertising is new. Creates an itch. You simply put your product in there as a kind of calamine lotion. But he also talked about a deeper bond with the product. Nostalgia. It’s delicate, but potent. … Teddy told me that in Greek, ‘nostalgia’ literally means ‘the pain from an old wound.’ It’s a twinge in your heart far more powerful than memory alone. This device isn’t a spaceship, it’s a time machine. It goes backwards, forwards, takes us to a place where we ache to go again. It’s not called the wheel. It’s called the carousel. It lets us travel the way a child travels. Round and around, and back home again, to a place where we know we are loved.

I’ve never had an itch to see Joe Biden as President. I do like him. A lot of Americans of a certain age like him, friendly and familiar and a bit worn, like a favorite old jacket you take out every fall when it gets a little chilly. The country could do a lot worse than elect Joe Biden. He has the temperament and the policy chops: former Chairman of both the Senate Foreign Relations and Judiciary Committees, former Vice-President, former glad-hander, back-slapper, and deal maker. Republicans who mocked him during the Obama Administration were often secretly relieved when the occasionally aloof President would send Joe to work the back-rooms and rope-lines. Joe got it done.  Read more »