When things aren’t going to plan, it’s the past we often turn to for reassurance; a fact that has meant in times of uncertainty, nostalgia in marketing and product branding often comes to the fore.

In the midst of this flurry of nostalgia, Samsung’s latest campaign from BMB reminds us that ‘Retro isn’t always cool’, especially when it comes to technology. The campaign is to encourage people to upgrade to SSD to enjoy their streaming, gaming and other technological undertakings at a faster, and therefore easier, pace.

From the Large Drive to Slowding Time to the Boot-Up Slowdown, we see different ways in which technology is letting people down, with ironic undertones. The ad is steeped in nostalgic references, from the mustard brown tones of Nancy and Hank’s office to Kayden’s ancient computer and Space Invader-like game, to Hank and Kayden’s final showdown to see whose HDD is the speediest. Even the music has a synthy resonance of the sepia-toned 80s.

Founded in South Korea in 1969, Samsung is one of the most valuable technology brands in the world. Ultimately, what the brand wants people to recognise is that time is finite, and so you’d be wise to upgrade your technology to allow you to use that time more effectively. In short, even today’s overwhelmed consumers don’t take comfort from slow loading speeds.

While many a technology brand relies on simply dazzling consumers with the newest, shiniest, glossiest pieces of equipment, by taking a playful look at the technology of the past, Samsung is showing us how the world used to look and reminding us that we need not always live in the past. After all, retro isn’t always cool.