CBS is hoping a little old fashioned nostalgia will help draw new viewers to its daytime lineup. The network, home to popular soap operas The Young and the Restless and The Bold and the Beautiful, aims to turn up the heat on daytime television by reviving a once-iconic promo campaign from 1985.
Deadline posted a preview of the new promo Wednesday, which features scenes of modern soap stars getting romantic to The Power Station's 1985 hit "Some Like It Hot." Everything about the promo — from the sound of Robert Palmer's voice to the animated lighting bolts — is evocative of classic and cheesy soap operas of the 1980s.
According to CBS marketing chief Mike Benson, that feeling of nostalgia and campiness is exactly what the network was going for. Benson says network president Kelly Kahl came across the 1985 promo and began "cracking up," prompting Benson to ask, "Why can't we bring that back in some way?"
"Nostalgia is really resonating with audiences today," continued Benson. "People want to go back in a time that they remember when life was different and simpler. When you use music in your marketing, it’s a shortcut to emotional engagement, especially to audiences who remember songs like that."
New episodes of The Young and the Restless and The Bold and the Beautiful air weekdays on CBS.
Kirstie Renae is a writer, blogger, and Austin-based actress with a penchant for binge-watching TV with her dogs. Follow her on Twitter @KirstieRenae.