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Old Navy taps Griswolds for Christmas ads

(ADAGE) — Old Navy is extending its strategy of tapping popular characters from the 1980s and 1990s in its advertising with a set of holiday spots featuring the Griswolds.

The fictional family from the campy, comedic “National Lampoon’s Vacation” series will reprise its role in five commercials for the retailer. In the first spot, Clark Griswold, played by Chevy Chase, reenacts the famous scene where his family shivers outside while he tries to flip the switch on the Christmas lights on their house.

“We have a strategy this season to be doing it all the way, larger than life. Gifts all the way; Cheer all the way,” said Michelle Wlazlo, global senior VP-adult merchandising and licensing, as well as interim chief marketer. “When we thought about how we would bring Christmas to our audience with the next round of celebrities, there’s no family that’s more all the way than the Griswolds.”