One of Australia’s biggest stores has re-launched its brand for the first time in a decade.
In its new TV advert, Myer has moved away from its “My Store” brand to a new stance that claims it’s time to “find wonderful.”
The advert sets up for the punchline by questioning where wonderful went.
Remember when we were small and “wonderful was everywhere?” Our dad was the strongest man in the world and we could create magical wonderlands with just a dining table, bedsheet and a torch.
And then we grew up. And our world is now simply “adequate.”
In order “find wonderful” again, the advice from Myer is to go to their stores and spend on perfume, dresses, shoes and handbags.
Granted pretty much every advertising campaign seeks to highlight how inadequate our lives are before providing a pricey solution.
However, buying stuff rarely “brings wonderful back.”
As Daniel Kahneman, the founder of Behavioral Economics says
“People are exposed to many messages that encourage them to believe that a change of weight, scent, hair colour (or coverage), car, clothes, or many other aspects will produce a marked improvement in their happiness. Our research suggests a moral, and a warning: Nothing that you focus on will make as much difference as you think.”
If we really want to bring wonderful back perhaps we should rediscover the simple pleasures in life and practice being grateful for them.
Perhaps we could practice random acts of kindness for strangers.
And perhaps we should turn the TV off so we don’t keep getting bombarded with messages about how bad we’ve got it.
Author: Dan Haesler is a teacher, consultant and speaker at the Mental Health & Wellbeing of Young People seminars. His website is: http://danhaesler.com/ and he tweets at @danhaesler