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::13.13:: 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. THIS OLD PRO COPY WRITER. A GREEK NAMED TEDDY. AND TEDDY TOLD ME THE MOST IMPORTANT IDEA IN ADVERTISING IS "NEW." IT 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 A PRODUCT. NOSTALGIA. IT'S DELICATE BUT POTENT.
SWITCH IT ON. 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 AND FORWARDS. AND IT 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. AROUND AND AROUND AND BACK HOME AGAIN. A PLACE WHERE WE KNOW WE ARE LOVED.
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