Last weekend I went to see the new Pokemon movie – Detective Pikachu.
I know, I know…
Like Bill Nighy in the role of Howard Clifford, I’m a bit too old for Pokemon.
I didn’t spend the 90s glued to my Gameboy or collecting trading cards that became the scourge of every teacher on break duty.
“You can have them back at the end of the day”.
No, back then I was a 20 something making my way in the world.
Not a little kid obsessed with collecting and battling pocket monsters.
I blame my wife.
Her son was a nipper when Pokemon first got huge.
And after buying all the games, merch and tat.
Pokemon board game anyone?
She became a big fan of the cartoon, watching it each morning before work.
Even today, her Pokemon knowledge is impressive.
As anyone who has witnessed her reciting evolutions will testify.
Charmander, Charmeleon, Charizard…
So, off we went to the cinema.
And do you know what?
An awesome time was had.
No, it wasn’t Citizen Kane.
But, it sure made us laugh out loud.
Ryan Reynolds voicing Pikachu was a hoot and Justice Smith was a charming lead.
Two hours of my life well spent.
As we filed out afterwards, it was interesting to clock the audience, who shared the grins on our faces.
Sure, there were little kids around.
But, mostly, we’d been in the company of Millennials, the original fans keen to indulge in some feel good nostalgia.
The perfect antidote to the stresses they’re facing as they grapple with the adult world.
And this warm, fuzzy feeling is something we can sprinkle on marketing to elicit a feel good response.
Not teaching you to suck eggs, but buying anything is driven by emotion not logic, the heart overruling the head.
The music we listened to, the TV we watched, the toys we played with.
They make us smile when we see them again – a reminder of good times when life was carefree and simple.
Security, comfort and engagement bundled in one easy hit.
If someone made an ad featuring the A-Team, soundtracked by Guns n Roses, I would probably spontaneously combust with sheer joy.
And when brands connect with us on an emotional level, we’re much more likely to act.