ABSTRACT
Sequels are a particular form of advertising style where the character/s are held constant and become associated with the brand. Sequels are something of a natural answer to the often over-exaggerated problem of ‘wear-out’. The more successful an old ad is in capturing and holding the mental ground, the longer it remains in people’s minds even after advertising is removed. Modern movie-makers know that it is better to build on something people have already established than to start from scratch each time. One of the most successful sequel campaigns in the USA began in 2000 and was deployed for many years by the insurance company Aflac. An anecdote often related in the ad industry tells of the head of a company complaining to his ad agency that fourteen agency people work on the brand but he never sees any changes. Sequels are the epitome of maintaining a constant style. Absolut vodka had a unique style built entirely within print medium.
