Gucci's Holiday Ad Gets Endearingly Retro About 2020's Missing Tradition: the Office Party
Set long before Covid-19, the spot might actually make you miss getting festive with coworkers
Gucci's retro themed ad is an ode to office parties. Gucci
By Sara Spary
Gucci has gone full workplace nostalgia for its 2020 holiday campaign—in a year when very few people are likely to have an office Christmas party and might even be yearning for those taken-for-granted water cooler chats.
Whereas once you might have dreaded the hangover of a mid-week office party, chances are you'll be looking back at those awkward festive moments with rose-tinted glasses this year.
Gucci has tapped into that longing with a "retro vibe" holiday spot set in the 1990s (though the style of the apparel does appear to nod to the 1970s, as some have noted on social media).
Conceived by creative director Alessandro Michele, shot by photographer Mark Peckmezian and directed by Akinola Davies Jr., the ad is set to the track "Only You" by Yazooit and shows a cast of characters, dressed in Gucci, aimlessly tapping on their keyboards and clock-watching until their Christmas party begins.
The office—replete with gigantic computers and a photocopier—transforms into a dance floor and bar as the Christmas party gets into swing.
Sara Spary
@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.