Several brands have opted for a nostalgic strategy in the production of their advertisements, choosing to film on film rather than using digital formats. Volkswagen, Squarespace, and the religious organization Come Near are some of the companies that have followed this trend. This choice not only seeks to appeal to the audience’s nostalgia but also conveys a handcrafted approach to advertising creation.
Classic Super Bowl
The Volkswagen campaign, created by the creative agency Johannes Leonardo and directed by Leigh Powis, features vibrant colors and a subtle texture that reveals its film production. Rachael Zaluzec, CMO of Volkswagen, noted that the intention was to create an atmosphere “accessible and not overly polished” to convey the meticulousness present in their vehicles. Attention to detail, both in the product and in the advertising, is a central message that brands seek to communicate.
Squarespace, in its twelfth Super Bowl ad, used black and white film to enhance the emotional narrative of its spot featuring Emma Stone. According to Mathieu Zarbatany, creative director of Squarespace, this aesthetic choice heightened the gravity and drama of the story. The work was done by acclaimed director Yorgos Lanthimos, who is known for his focus on traditional filming.
The complexity associated with the use of film also implies a higher commitment in production. Brands like Come Near have highlighted the warmth and humanity of their messages through this format, contrasting with the automated production facilitated by modern technology. As consumers show an increasing appreciation for craftsmanship, this trend can be seen as a response to the impersonal production driven by artificial intelligence.
With more and more brands preparing for the big advertising stage, this shift towards the use of traditional techniques highlights a conscious search for authenticity in the creative process.