Sequels are a particular form of advertising style where the character/s are held constant and become associated with the brand. Sequels are something of a natural answer to the often over-exaggerated problem of 'wear-out'.1
Why is it that every new campaign for a brand has to be a total change? If your ad or campaign is worn out, it usually means people are bored with it or irritated by it. If you develop an entirely new ad that bears little if any relationship to the old one, then out goes another baby complete with the bath water!
Why change everything when your ad wears out? All too often, we seem driven to come up with an entirely new ad concept. The message may be the same but the new execution is a total departure from the old. We may have just spent a year and $30 million to break through the clutter—to build a strong awareness of the ad in people's minds. It has been a hard, competitive and expensive exercise but we have succeeded in taking the high ground. The ad campaign now dominates the category in share of mind. Then suddenly, for some reason, someone decides to change the ad. The focus is now on unleashing some other, entirely different type of ad execution. Why do so many advertisers make it hard for themselves by being intent on doing it all over again from scratch?
Think of a new ad as having to 'wear in'. Like a new shoe, it may take a little time. The better the quality of the shoe the less time it should take to wear in. Some ads wear in very quickly. A great creative execution can capture the mental ground very quickly with a minimum of media weight. Other ads are of lesser creative quality and require more time and media weight to wear in. Unfortunately there are very few great creative executions.