Luvs Deluxe Television Commercial, 1980s
Problem? Have a meeting at 8:30, and your spouse has to be “there” by 8. Have a child. Obviously you either share a car or a car pool or a bus. Sometimes the sitter is late, and, guess what, “more good news,” diapers still leak in the 80s. We propose a thin, more comfortable diaper. Wonder if whether or not they can “dramatically cut” possible leakage “even overnight,” unlike other super-thin diapers. Luvs Deluxe with a new “NIGHT-GUARD SYSTEM,” the newest, best system, is the solution. Let’s mull over this new system you need. We know you’re not stupid, but you’re tired. We’ll use purple graphic instead of pee colored graphic because you’re tired of seeing pee. You’ll be refreshed, and this solution will make everything okay. One less thing to worry about. Everything will be perfect.Translated, Growing Up, Young David, early 1980s
In advertising the new Luvs Deluxe diaper, Luvs approaches potential buyers watching the television commercial standing on the grounds that they know buyers “aren’t stupid,” and they want buyers to know that they know. Information spread even more quickly than the previous decade, and life, especially for young parents, was keeping pace with technological and social advancements that the 1980s brought with it. Movies began busting every block where they were shown in the 80s. At pace with cinema, music, current events, and television of the day, commercials became a bombardment in view like never before. Worldly pressure was opposed to the idea that modern advancements would ease pressures previous generations were granted. Things looked more stressful, but companies tried to assure consumers that their modern surfboards ensured an excellent ride, as stressful as the wave of the future was. The Luvs commercial aims to produce the picture of modern, overloaded drama to anyone with a diapered child, who assumes that they’re intelligent, who is tired, and who is driving to have everything the best the 1980s has to offer; the Luvs commercial hooks viewers who identify with the outside-in presentation of drama and intelligence, presented en media res, as dramatically as a television soap opera or picture of its day. The push to buy lures because we all, sometimes, see things as impossible, like when you have a meeting at 8:30 but your partner has to be “there,” anywhere but here, at 8. I think this commercial would’ve aired afternoons and later nighttimes, nap-time and bedtime for hardworkers. Even if you were the daycare provider, you would’ve been taken by the cinematic and informative ploys of the program, which pecks in pace with the day. The prevalence of drama appreciation rose as information transfer became and continued to become more vivid and quick. This commercial is specifically 80s because people of the era identified with the rush of living in the new, modern day, when people thought in ten or twenty years they would have robots to pick up slack and, maybe, flying cars, in the United States of America. People were still learning to ride the wave of the future.