L.L. Bean, in partnership with Day One Agency, decided to take a much-needed detour off the high-production highway and cozy up next to the fireplace.
Their new holiday campaign, “Invited to the Holidays Since 1912,” shows authentic connection through the enduring comfort of flannel. The campaign is built entirely on real moments, utilizing a patchwork of home videos, social UGC, and found footage. From the legendary flannel of Clark Griswold in Christmas Vacation to genuine home videos of families dancing in their L.L. Bean flannel PJs, the work is a celebration of the simpler times and the genuine traditions that span generations as seen in their spot “Holiday Flannel” :30.
Here’s what iSpot’s Creative Assessment platform revealed on actual viewer response to the :30 spot.
The Details:
- The :30 “Holiday Flannel” was highly effective at creating a positive emotional connection, achieving a Likeability score well-above the one-year specialty apparel norm (98th percentile), driven by rare levels of Nostalgic and Wholesome emotion – perfect for the season:
- From matching family pajamas to senior to youth smiles, the visuals were the standout element, with 32% of viewers citing them as the Single Best Thing about this year’s ad (significantly above the one-year specialty apparel norm of 18%), reinforcing the campaign’s appeal in its focus on cozy, aesthetic holiday moments.
- Earning well-above-norm breakthrough, viewers also clearly caught the branding as L.L. Bean unaided recall outpaced benchmark by an impressive +17 pts. This proves the ad’s success as a timely brand reminder.
- The Wholesome message felt personal and timely to viewers (also more impressionable at a higher rate), achieving a Relevance that outpaced the category average — in fact, ranking in the 98th percentile.
- With at- to above-norm appeal across age/gender, “Holiday Flannel” persuaded as well as the average category ad but did not surpass benchmarks in this regard. Perceptions of Information and Change (something new) stalled at normative levels and likely influenced the need/urgency viewers felt to act despite the connective and enjoyable scenes.
- Alternatively, callouts framing a purchase as buying a “tradition” rather than just a “product” might have validated the viewer’s exceptionally strong emotional response while creating a new or more meaningful reason to buy. Highlighting a specific product(s) with more clarity could also be considered. (Such opportunities can be identified for quick editing in pre-testing also).
- From matching family pajamas to senior to youth smiles, the visuals were the standout element, with 32% of viewers citing them as the Single Best Thing about this year’s ad (significantly above the one-year specialty apparel norm of 18%), reinforcing the campaign’s appeal in its focus on cozy, aesthetic holiday moments.
- The overall appeal of the”Holiday Flannel” :30 was evidenced across viewers of most pro and college sports, allowing L.L. Bean flexibility in media placement so as to optimize reach within budget:
- Viewer sentiment on the 2025 holiday spot reveals just how the successful nostalgia hit was developed. The vintage home video aesthetic and old photos resonated and evoked childhood memories and warm family feelings. The “Christmas Vacation” opening with “Sparky” was particularly well-received, leading viewers to appreciate the throwback to “simpler times.”
- The holiday togetherness theme also worked well in conveying warmth as did the tradition-centric messaging L.L. Bean had intended.
- However, a fair portion of viewers couldn’t identify what product was being advertised, with confusion about whether it was clothing, pajamas, photography, or just brand awareness.
- Still, the “invited to the Holidays since 1912” tagline conveyed longevity and reinforced quality and reliability perceptions. Viewers appreciated seeing the brand’s history.
- While not an overly large sentiment, some sensitivity was expressed by viewers without traditional families who felt excluded.
- Viewer sentiment on the 2025 holiday spot reveals just how the successful nostalgia hit was developed. The vintage home video aesthetic and old photos resonated and evoked childhood memories and warm family feelings. The “Christmas Vacation” opening with “Sparky” was particularly well-received, leading viewers to appreciate the throwback to “simpler times.”
Sample comments on “Deli Fresh: Knock Knock” :15
“I like this brand and know that they make quality clothes. I like the nostalgic nature and family holiday scenes. I did not think I could buy pajamas from this brand, but I know that they would be soft, breathable, comfortable, and last a long time, based on items I have purchased from this brand in the past.”
Female 21-35
“I have no idea what it’s promoting? What is L.L .Bean – a clothing company? A Christmas company? Winter gear? Photography? I have no idea! The nostalgic touches were very lovely though.”
Female 21-35
“I never heard of this brand before. The videos in the commercial felt personal, brought some memories in mind as a child during Christmas time and receiving clothing as gifts was cool. I didn’t understand what the product was at first. I assumed it was about plaid shirts.”
Female 36-49
“I liked that it focused on the family aspect of Christmas, instead of just the gift exchange part, although I wasn’t quite sure what product was being advertised. I’m guessing it’s either a clothing or photography company.”
Male 21-35
“Doesn’t really catch my attention. It’s a bunch of slides showing videos with no real talking. You don’t explain the products or anything you show it and it’s honestly better to at least describe some of it.”
Male 21-35
“Very nostalgic starting off with a scene from Christmas Vacation. I loved how they incorporated the movie with ‘Sparky’ stuck in the attic watching old movies with real life. I love their clothes and the idea of matching them for Christmas or Christmas Eve, cards, or an amazing family photo.”
Female 36-49
“I liked the ad, but not sure what they were trying to sell specifically. Unless they were just trying to advertise the brand name, then it is a good commercial with relatable video scenes.”
Male 36-49
“The commercial had a good mix of nostalgia along with more recent trendy moments. It was a good mix of both, showing the company’s heritage and beginnings along with how they are trying to stay acclimated with the times.”
Male 21-35
“I love the nostalgic, relatable, close-knit family feeling of the ad. It’s a beautiful ad, but I am not sure what it is trying to tell me about L.L. Bean. Is it for a new line of pajamas? Unclear to me.”
Female 21-35
“I had absolutely no reaction. It’s just my husband and me and we don’t do any of the activities in the ad, so I was bored. But a family with children, grandparents, parents could definitely relate.”
Female 50+
“I like the ad. Seeing all the old photos and videos of days past during the holidays reminds me of my family and past. I think it reflects well in a L.L. Bean commercial.”
Male 36-49
- iSpot Media Measurement reports a favoring of two :15 cuts on linear over the two weeks ending 11/16/25:
- It is recommended that purchase intent be measured for the shorter forms so as to allow the focus of media dollars against the most persuasive creative.
- When comparing the new :30 “Holiday Flannel” against last year’s “Holidays: Just for You: Puffer Blanket” and “Shop Holiday Gifts,” the data clearly highlights the strategic shift from product-led conversion to emotion-led branding:
- Viewers found the 2025 creative more personally relatable and likeable (and significantly so vs “Just for You”), linked to the emotional appeal to the heart.
- However, the 2024 campaign was far more effective at driving immediate action. “Shop Holiday Gifts” achieved 55% Top 2 Box Intent and “Puffer Blanket” reached 53%, while the 2025 “Holiday Flannel” was significantly lower (41%):
- The lower intent in 2025 correlates with the lack of clear product focus as referenced in the viewer comments above as well as in ratings of the Single Best Thing about each spot.
- L.L. Bean :30 “Holiday Flannel” enjoyed much stronger resonance vs Gap’s long-form holiday (choir) ad this year, but Old Navy’s “Jingle Jammies” were a resounding hit with American viewers:
- Emotional connection is certainly valued by consumers this time of year; however, shopping is also on the mind so a persistent focus on product is best balanced in retail ads.
Ineffective creative, even if delivered to the right audience, results in missed opportunity and performance shortfalls. Great creative delivered poorly also results in failed campaigns.
Schedule a demo to find out how your brand can partner with iSpot to quickly solve both challenges simultaneously, delivering high-performing creative while boosting the effectiveness of planning and in-market execution to achieve—and outperform—campaign objectives.
Creative Agency: The VIA Agency