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Branding: Why is Skeletor getting so much work these days?

By Steve Smith

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Here’s a fun story from AdAge about some beloved cartoon characters from the 80’s making a comeback in ad campaigns for cars, insurance and other things their fans, now all grown up, might be in the market for.

"He-Man and the Masters of the Universe" hit the airwaves in the U.S. in September 1983 and only lasted about two years. But switch on the TV (or check your device) and you'll find the show's characters still gainfully employed—not in reruns, but in advertising. The MOTU crew appears in the latest "Great Answers" Geico ad from The Martin Agency, while in the U.K. He-Man and Skeletor engage in a little "Dirty Dancing" for price-comparison site Moneysupermarket.com. And not too long ago, Skeletor left Castle Grayskull to troll Honda's Twitter and Instagram feeds.

Jason Sperling, RPA’s senior VP and Chief of Creative Development, who recruited classic toys to star in the Honda campaign, offers a serious – and frankly somewhat disheartening – reason why advertisers are having all this fun. He says, “I don’t know about you, but I personally would want to be back in 1980 as opposed to 2017. I would give anything to be back there watching He-Man on my couch. The power is in the departure, the association of all the wonderful feelings you had. I wonder if there’s an increase in that because it’s an awful time to be in the world right now.”

Read the whole story here.


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