The office Christmas party isn’t normally the highlight of people’s holiday schedules, but in the pandemic context, anything pre-COVID-19 is worthy of nostalgia. Gucci’s holiday ad empathises with our longing for the past, putting a retro twist on the ‘good old days’.

The novel coronavirus that began sweeping the globe in early 2020 has made it difficult – and sometimes impossible – to engage in time-honored holiday traditions with loved ones. With no return to normal in sight, how will Americans adapt their celebratory habits for the short- and long-term?

The iconic Wassup! Bud ad of the 1990s may not have seemed to be promoting kindness and solidarity when it first aired, but the brand has updated its campaign to do just that. Responding to the COVID-19 pandemic, the edited version of the ad encourages people to combat loneliness during lockdown by checking in on their friends.

The pandemic has forced people to reassess every aspect of their lives – including how they celebrate holidays. With the potential of further job losses and lockdowns, how can brands help Britons get in the festive spirit? From digital dinners to festive unboxing, the devil will be in the details.