What Goes Around?
What Goes Around?
10.-20.10.2024
Galerjia Kornjača,
Carigradska broj 9, Belgrade
“Well, technology is a glittering lure. But there’s the rare occasion when the public can be engaged on a level beyond flash… If they have a sentimental bond with the product.
At my first job, I was in-house at a print company with this old pro copywriter, a guy named Cherry.
And Cherry 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. He also talked about a deeper bond with the product: nostalgia. It’s delicate but potent. Cherry 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.
The device you see here isn’t a spaceship, it’s a time machine. It goes backwards, forwards...
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, to a place where we know we are loved.”
After Don Draper in ´Mad Men´,
Season 1,
Episode 13 ´The Wheel´, '
2007
