Let’s be real. Open TikTok or Instagram right now and you’ll see it everywhere: Y2K sparkles, VHS static, fonts that scream “AIM away message” and brands acting like it’s the ‘90s. But why are ads so obsessed with nostalgia? And does this throwback fever work?
Why the past hits differently
For Gen Z (and honestly, Millennials too), nostalgia is about remembering “the good old days” and the vibes that come with it. Most of us were little kids when some of these trends were popular, but we still get excited about butterfly clips, Tamagotchis and those pixelated MySpace layouts.
That’s because nostalgia feels safe, like a hug from a simpler time.
Studies show that familiar visuals or sounds from the past trigger the release of feel-good chemicals in the brain. That emotional hit builds trust and makes us feel so good that we ultimately make a purchase.
In a world that’s moving too fast, nostalgia slows things down — and that’s precisely what makes it such a powerful tool in today’s most memorable campaigns.
- Y2K aesthetic: the early 2000s glow-up
Y2K isn’t just a fashion trend anymore. It’s a full-on cultural moment. Think bomber jackets, low-rise jeans, metallic finishes and those shiny, techy vibes that scream early internet optimism. Brands are blending this playful, colourful era with modern values like sustainability and inclusivity.
Photo by NYLON Manila
Case in point: The resurgence of Y2K styles in fashion is huge, with brands like Adidas dropping collections that remix early 2000s staples with eco-friendly fabrics and gender-fluid designs. This approach taps into Gen Z’s love for personal expression and nostalgia, making old-school cool feel fresh and relevant.
- Retro packaging and product design: classic looks, new life
There’s something about seeing a familiar logo or packaging from your childhood that clicks. Brands are reviving vintage designs, sometimes as limited editions, to spark that warm, fuzzy feeling and create collector hype.
Photo by Akhil Vamshi
Case in point: Pepsi’s limited-edition release of its ‘90s logo and packaging drove significant social buzz and sales. By reviving a recognisable look, Pepsi connected emotionally with both Millennials and Gen Z, who love retro vibes but want modern quality and taste.
- Old movies and TV show references: storytelling that hits home
Ads are increasingly leaning on iconic scenes, characters or aesthetics from beloved movies and TV shows to tell stories that feel personal and nostalgic. It’s less about the reference itself and more about the feeling it brings — tapping into memories that people across ages can recognise and relate to.
Photo by VML
Case in point: Hellmann’s “When Sally Met Hellmann’s” ad recreated the famous diner scene from When Harry Met Sally (1989). Even younger viewers who didn’t grow up with the movie felt the emotional pull, demonstrating how nostalgia can serve as a bridge across ages when done authentically.
Does it work?
Yes. Nostalgia taps into the three most powerful tools in advertising: emotion, trust and memory. But it’s not enough to copy the past. The brands doing it well are remixing it. They’re blending old-school visuals with new-school trends, creating something that feels both familiar and fresh.When used intentionally, nostalgia serves as a strategy. It taps into that little kid inside you who still sees things with wonder, bringing back the warmth, excitement and simple joys that never really left.
Alea Viguella