Invited to the Holidays Since 1912

This holiday season, L.L.Bean is bringing back the nostalgia with a new campaign from Day One Agency: Invited to the Holidays Since 1912

Built on the stories from L.L.Bean history in flannel, the campaign revisits moments like Clark Griswold’s iconic flannel in Christmas Vacation and home videos of families dancing in flannel PJs - proof that L.L.Bean has long been woven into the fabric of the holidays for over a century.

Day One found inspiration for the campaign by digging into the archives and social UGC to uncover decades of people and traditions that show how L.L.Bean’s flannel has been a holiday staple for generations. Beyond featuring the flannel scenes from Christmas Vacation, the TVC leverages real found footage, such as a parent and child outside with L.L.Bean Flannel and Beanies on, or a mom and her daughter dancing in the kitchen in Flannel.

The result is a campaign that feels as familiar as it looks, evoking warmth, belonging, and the feeling of home.

At a time when brands are looking for ways to be the biggest or most cinematic on the screen to try and break through during the Holidays, Day One Agency and L.L.Bean took the opposite approach, celebrating the brand’s heritage, highlighting some real customers and celebrating their flannel loving community. It’s a reminder that the most meaningful holiday moments aren’t always generated; they’re shared.

"Invited to the Holidays since 1912" will run nationally across TVC/OTT, Social, Digital Display, Radio, and Print. In addition, there will be a pop-up activation in NY through November 30th, bringing the cozy spirit of flannel to life in person.

The holiday campaign is a continuation of L.L.Bean and Day One’s strategic and creative partnership, which kicked off this past January.