Why EightiEs?! By Samantha Cook “Tic toc, I want to rock you like the Eighties …” Even the Red Hot Chilli Peppers agree that the Eighties was a great time in history, gifting the world with the likes of Pac-Man, Don’t Worry Be Happy, teased hair (I’m a fan, OK?) and Ghostbusters. Unfortunately, the decade also gave us shoulder pads, Spandex, impossibly big hair (it’s different, OK?) and Indiana Jones. Of course, this is all information that I had to Google when putting together this article, the chief reason being that I didn’t even exist until the late Eighties, so it may be understandable that when Eighties trends started sneaking themselves back into our lives, I didn’t pay much attention. Neon clothes began dominating the club scene, and I just shrugged it off as a colourful expression of youthful exuberance. DJs and certain musical television shows began remixing classic Eighties songs, and I embraced the new versions with open arms. But then Lunch Bar brought back Michael Winslow (Police Academy’s ‘Motor Mouth’), Virgin Active started punting Jane Fonda-inspired exercise classes, leg warmers became the new it-accessory, Riaan Cruywagen and The Hoff hosted the Loerie Awards and it all became too much too handle. When exactly did the advertising industry make a unanimous decision to try and sell us the Eighties? According to Nick Clarivette, Virgin Active’s creative director and the brains behind the brand’s ‘Let’s Get Physical/Retro Aerobics’ campaign, the psychology is simple – it is appealing to a specific age group. “Virgin Active wanted to introduce a fun exercise with really broad appeal. We’ve found that much of our target market has a positive connection to the Eighties,” he explains. “The best campaigns are inspired by culture and that’s what we tried to achieve with retro aerobics. The Eighties are back and we have a chance to enjoy the best bits all over again. When your brand can align with culture, you have the makings of a little bit of magic.” Launched in early October, the campaign plays on this particular generation’s reminiscing for the old-school – simpler, more traditional times and exercise routines that didn’t call for heart-rate monitors, sports science and strength versus cardio nonsense; reminiscing for the days of Jane Fonda and her lycra leotards, and dancing to retro rhythms like Walking on Sunshine. “If you long for those days or wonder what it was like getting physical the traditional aerobics way, Virgin Active has a class for you,” the campaign tells people. 27●JANUARY●2012●COUP