Nostalgia Marketing: Squarespace x Sesame Street (2019)
A little over a year ago, Squarespace collaborated with Sesame Workshop to create a short film (as part of their ‘Make it Real’ campaign) called ‘A Cautionary Tale’. This short film featured Oscar the Grouch (one of the main protagonists from Sesame Street) as a reluctant artist struggling with fame after his artwork went viral.
When I first encountered this video (it was an ad on YouTube), I almost hit the skip button until I saw Oscar. Once I spotted him, I stopped to find out what was going on. The next thing I knew, I watched the entire video while smiling throughout. Apparently, I wasn’t the only one who liked this video, because it generated 37 million views (and counting).
Old School Cool
So why was this video so successful? You could easily point to the creative direction (by David Lee) or the writing (by Matt McCarron) that was witty and entertaining. You could also point to the movie direction (by Jim Jenkins) that was artistic and cinematic. All these things were superb and played a part. However, there was also “one more thing” that played a role: nostalgia.
When Sesame Street made its debut in 1969, it did so with little fanfare. Skip ahead to 2021, over 50 years later, and the show has been broadcasted in over 140 countries and translated into 70 languages. It also went on to win 189 Grammy Awards and 11 Emmy Awards for its educational programming and music.
Many of the characters from Sesame Street benefited from this longevity and went on to become household names that transcended into pop-culture. One simply has to look at Big Bird, The Count, Grover, Cookie Monster, Bert & Ernie, and Oscar the Grouch as examples. These iconic characters are now known throughout the world.
There is a lot of nostalgia associated with the history of this show. One can’t buy this sort of old school cool. It’s earned. And when Squarespace featured one of the OGs from Sesame Street, people watched and paid their respect. And this sort of street cred you can’t buy.
Nostalgia is Powerful
When it comes to branding and marketing, nostalgia is a powerful tactic (when used properly). That’s because it can create an instant connection between a brand and the consumer. There’s something welcoming and familiar about things we have a history with, and this brings us comfort.
Keeping Your Audience in Mind
Sesame Street has been around for over 50 years. That’s a big reach. Although the show is educational at heart, it also teaches children that you can be anything you want to be when you grow up. More importantly, it teaches you about imagination and creativity.
Does this sound familiar?
If it does, that’s because Squarespace’s mission is to “empower anyone with a creative idea to succeed.” Their values and personality perfectly align with Sesame Street, which makes this a natural collaboration that feels right.
All of the children who held Sesame Street near and dear have now grown up to enter the workspace. And when you work 9 to 5, your passion can drift away. Well, this short film will remind you, once again, that someone out there will see your potential. And it’s never too late to make your passion real.
Great work, Squarespace.
