Throwback marketing: Daft Punk stays in the 70s

Los Angeles – Daft Punk had one of the biggest hits of 2013 with its 70s-tinged party anthem, Get Lucky, and now it is banking on the retro vibe to sell merchandise.

In its online shop each item of clothing has its own ad, seemingly ripped from a 1972 issue of Playboy. The styling is perfect in its nostalgia and studied sexism, with buxom women and handsome men wearing the Get Lucky shirt, surrounded with clever copywriting – for ads back then were almost as much about the words as the visuals. Disco and Star Wars are just some of the references used in the faux advertisements.

It is a smart way to remind people of the song that was in their heads all last summer and to continue on the Sepia-stalgia theme that Daft Punk projected for its last album.