Eircom relaunch a back to the future move?

So Eircom has spent €16 million on a new name, the biggest Irish brand relaunch in two decades. It’s chief executive Richard Moate is quoted as saying, “It’s about the future, not the past.”

Why then do the new TV ads, with the soundtrack, Fionnghuala, remind me of the ads that enticed over half a million ordinary Irish people, most who had never bought shares in their lives before, to buy shares in Eircom in 1999?

I’m sure many people had nightmares featuring the music of Dúlamán, whose music played in those best forgotten ads.

Is this a case of back to the future in rewind?

Tommy Roddy

Lower Salthill

Galway