Reconnect? I’d Rather Not

Posted by Catharine Cody in brand | Marketing | Millennials


After coming home from work yesterday, I did what I do every night: check my Facebook newsfeed to see what all my “friends” were up to.  Among the normal status updates about upcoming shows, ridiculous work hours, and the plethora of complaints my generation makes, something very interesting caught my eye: a link to a new Internet Explorer ad on YouTube.  The ad’s screen shot had the game “Hungry Hungry Hippos” along with the caption: “You Grew up.  So Did We.”  I couldn’t resist.

Before explaining this ad, I think it’s very important to mention that I absolutely abhor Internet Explorer.  It freezes inexplicably, messes with website layouts and is generally less reliable than my browser of choice, Google Chrome.  Internet Explorer is to browsers as New Jersey Transit is to mass transportation.  It’ll kind of work, eventually.

So, you can imagine my surprise when Internet Explorer decided to connect with me, personally, by helping me remember my childhood.  In their new ad, IE reminded us that they were around for generation Y’s most iconic trends: yo-yos, floppy discs, Oregon Trail, Lunchables, fanny packs, wallet chains and tomogatchis.  Besides reminding me of my childhood in the early 90s, this ad was trying to tell people my age that IE grew up with us.  As we learned new things, so did they.  And, now they want us to come back.

The thing is, I really don’t care that Internet Explorer remembers the days when boys sported bowl cuts and girls cared for electronic pets.  Those days are long gone, and remembering them does nothing.  Sure, those days were simpler because we didn’t have deadlines or relationship drama- but that’s because we were young.

I love this ad.  It’s cool to see how far pop culture has come in the past twenty years.  But, why did it take IE this long to realize they needed to change their reputation?  This ad is too little too late.  Yes, yo-yos WERE amazing, but that doesn’t make me switch browsers from Google Chrome to Internet Explorer.


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