The ‘80s are (still) having a moment in pop culture. Or perhaps, given the time, there’s a deep longing to go back to a more carefree time, when clothes were brighter, hair was bigger and video games were played on massive machines. Ads continue to tap into that heyday, as in a recent spot for LiftMaster that revisited “Ferris Bueller’s Day Off.” And yet another spot, for the California Lottery, takes us back all the way to the days of Pac-Man, in time to celebrate the game’s 40th anniversary.
The new ad from David&Goliath and directed by Radical's Steve Miller sees a crew of ‘80s kids banding together like the Goonies or Elliot, E.T. and the gang. In a familiar montage framework set to Simple Minds’ classic hit “Don’t You Forget About Me,” we see them douse their massive ‘dos with hairspray, slide on fingerless gloves, pop a cassette in the Walkman and jump on their bikes as they head out on a mission. Only this time, they’re all middle-aged.
Their destination? A 7-Eleven-style mini-mart, where Pac-Man Scratchers are now available. “Get your quarters ready,” the end line reads.
“We’re incredibly excited to be launching a campaign that embodies all the fun and optimism we represent as a brand,” said Sharon Allen, deputy director, sales and marketing at California Lottery in a statement. “It’s our way of bringing a smile and some extra entertainment to our players—something we can all use a little more of right now. This product launch will also play an important role in our ongoing mission to generate supplemental funding for California public education.”