Beyond Planned Obsolescense

New commercials suggest instant obsolescence to accelerate buying cycle. They're amusing, but do they signal a new marketing strategy?

Judging from a couple of 2008 television commercials, some marketers can no longer wait for natural or even planned obsolescence to take its product toll anymore.

When George Romney, the head of American Motors, complained of "planned obsolescence" in the automobile industry way back in the 20th Century, consumers nodded knowingly.

Planned obsolescence was a recognized marketing strategy, carried out by design engineers, to accelerate the buying cycle. Automobiles had to be replaced by new models every year. Parts and materials in appliances had to be timed for periodic replacement. Otherwise, they would last forever, like refrigerators sometimes do.

But recent commercials show how to handle such marketing obstacles.

One TV spot has a family pushing a huge boulder off a cliff onto a car below, smashing the vehicle into instant obsolescence, much to the satisfaction of the family.

Another commercial depicts a beautiful lady imagining herself pushing one of her appliances off a cliff, again to instant obsolescence. She smiles. In another scene she catapults the old appliance into space. She smiles, beautifully.

In both commercials, the idea is to get rid of old, but apparently still functional, products so that the consumer can justify purchasing sparkling new ones with better gadgets and gizmos.

The TV spots may signal the beginning of a new era in marketing, something akin to a preimminent strike in international relations. If the darned thing won’t die, kill it. Then buy a new one.

They could suggest giving the car or appliance to a needy family or organization. But that wouldn’t be amusing at all.