This holiday season, L.L.Bean is bringing back a century of warmth and nostalgia with its new campaign from Day One Agency, “Invited to the Holidays Since 1912.”
Built on stories stitched into the brand’s long history with flannel, the campaign revisits iconic pop culture and family moments — from Clark Griswold’s beloved flannel in Christmas Vacation to home videos of families dancing in flannel pajamas. Each scene underscores how L.L.Bean has been woven into the fabric of holiday traditions for generations.
Day One Agency unearthed inspiration from the brand’s archives and user-generated content, spotlighting real families and authentic moments that showcase flannel as a timeless symbol of comfort, togetherness, and belonging. Alongside nods to Christmas Vacation, the TVC features found footage — like parents and kids bundled in L.L.Bean flannel outdoors or a mother and daughter dancing in the kitchen — creating a campaign that feels as genuine as it looks.
At a time when many brands aim to go bigger and flashier during the holidays, L.L.Bean and Day One took a quieter, more heartfelt approach: celebrating heritage, real customers, and the enduring flannel-loving community. The result is a reminder that the most meaningful holiday memories aren’t manufactured — they’re shared.
“Holiday advertising often tries to outdo itself with bigger productions and louder moments. We went the other way: less flash, more human,” said Jamie Falkowski, Chief Creative Officer at Day One Agency. “This campaign has been in the making for decades, through family photos, films, and traditions. It’s a celebration of those real moments that connect us, generation after generation.”
“L.L.Bean has always been part of life’s everyday moments, but the holidays hold a special kind of magic,” added Nick Wilkoff, CMO at L.L.Bean. “Invited to the Holidays Since 1912 celebrates that timeless connection and the role flannel plays in it. It’s more than a fabric for us; it’s a thread that runs through generations of gatherings, traditions, and memories.”
The campaign will run nationally across TVC/OTT, social, digital display, radio, and print. To bring the cozy spirit to life, a pop-up activation will open in New York through November 30, offering fans an immersive flannel-filled experience.
“Invited to the Holidays Since 1912” continues L.L.Bean and Day One Agency’s strategic and creative partnership, which began in January 2025.
