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Old Navy goes Griswold in new Christmas ads November 25, 2012

Posted by rmshepard in Uncategorized.
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The Griswold family from the “National Lampoon’s Vacation” series is still hot. Entertainment Weekly recently brought the family back together for a photo shoot for its “Reunion” issue. Now, Griswold patriarch Chevy Chase and his family is featured in a new series of ads for Old Navy. Continuing its theme of ads featuring iconic characters from movies and shows from the 1980s and 1990s, Old Navy is having the Griswold family reenact some of the most famous scenes from their films, including Clark Griswold’s ceremonial flipping the switch on their home’s Christmas lights.

Discussing Old Navy’s marketing strategy, VP of adult merchandising and licensing Michelle Wlazlo stated, “[The customer] is responding and thanking us for bringing back some of their favorite people. We’re bringing them back in a way that is credible and relevant and fun. We’re not making fun of these people they love so much.” For audiences 25-35, then, Old Navy is reconnecting them with the media they loved in their youth.

To see one of Old Navy’s popular Griswold ads, watch the following video:

Discussion Questions:

1.  Why would Old Navy use entertainment icons from the 1980s and 1990s to advertise their brand? What does this say about their target audience?

2.  Have other companies used a similar strategy? If so, which ads of this type have been the most memorable?

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