Oasis were touring. Pulp released a new album, which went straight to number 1. Jeans were baggy and Friends was continuing to be massive.
You’d be forgiven for waking up one morning and wondering what’s happened – how you’d managed to fall asleep one night and wake up 30 years prior.
The 90s have been creeping back into fashion over the last few years, but the Summer of 2025 felt like it hit its peak. If history is anything to go by, we’ll be seeing the noughties renaissance in the years to come. And it’s all thanks to that lovely little feeling called nostalgia.
But what is it that’s so magical about looking back? And how are people and brands SO good at bottling it up and using it to make something new?
1995 meets 2025
In the world of advertising, this year we’ve seen Hellmans reference When Harry Met Sally, Mountain Dew turn Seal into… a seal, and a London club that won’t allow phones, just good vibes in the moment.
But advertising trends (naturally) reflect what’s happening in society. And there’s a deep-rooted love for the 90s that just keeps rising. The buzz around the Oasis reunion was nothing short of huge, especially considering they hadn’t released any music since 2008. Put that alongside last year’s Brat summer, and its 90s techno roots, and the 90s have commandeered the charts good and proper.
As music often does, it’s correlated with a change in worn fashion, too. Adidas tracksuits, baggy jeans, parkas, eye-wateringly bright rave get-ups – you name it, if it was in 1995, it’s in 2025.
It could be put down to something as simple as binge watching Friends and thinking “I like what Joey’s wearing”, or remembering the records (more likely CDs) that your parents used to play when you were growing up.
Just like every other decade, the 90s had its time, and now, enough has passed that we’re ready to look back on it and remember what made it so special.
Why we love looking back
Nostalgia reminds us of a different time in life. Generally speaking, we’ll look back on moments that we loved. Memories we cherish. Or maybe, just when the world looked different.
For many, it would seem that the world is all getting a bit much. Constant bad news, addiction to technology – many are likely wishing life could be a bit simpler.
The 90s either represented a time when things were golden, or a time their parents had told them about in glowing terms. Cheaper rent, raves, and the rise of Britpop – all before we’d even heard of a Nokia 3310.
It’s not just yearning for the past – it’s science. According to National Geographic, nostalgia can increase our sense of well-being, boost creativity and make us feel more youthful, alert, and optimistic.
The return of Bridget Jones is just one example of a modern film that connects with its original counterparts and appeals to both of those audiences. It also, for those older viewers, shows how their on-screen friends have grown in a way that’s either relatable (or not) to them.
Nostalgia is powerful. When it comes to campaigns, you need to use it wisely.
Use yesterday’s flavours in today’s recipes
Nostalgia often ignores the bad things about the time it references. When referencing the past, you need to be extra conscious about the potential implications of what you’re talking about.
But if you’re careful, you can cook up some fun, quirky and powerful campaigns that combine yesterday’s culture with today’s world.
Here’s a few questions to spark some creative nostalgic thinking:
- What campaigns have been around for a long time – and how have they changed?
- Find an old campaign you loved – what would it look like today?
- What film/song from the 90s still feels relevant today – why is that?
- Think of 5 things you use every week right now that didn’t exist in the 90s (and what would it have looked like if they did)
- What would your favourite 90s character do if they were transported to 2025?
Wanna borrow our time machine?
Ok, we don’t have a time machine. False advertising. But we do have a team that loves coming up with creative campaigns. Part of that juicy creative process is being able to look backwards, forwards and tell stories that deliver impact right now.
Think we might be the Ross to your Rachel? Or your Liam to your Noel (without the bitter breakups)? We’d love to show how we can be there for you and create your very own champagne supernova. Sorry, we’ll stop now.
