Mtn Dew’s campaign for the premiere of a “new” episode of Bob Ross’s “The Joy of Painting” comes as brands incorporate nostalgic themes in their advertising. The instructional show ran on public TV stations from 1982 to 1994, and has gained a following among a younger generation of homebound viewers who are looking for tips on how to spend the hours in isolation during the pandemic. The show has been praised as an anecdote to the uncertainties of the health crisis, as Ross provides gentle instructions on how to complete an entire painting in 30 minutes while displaying a generally upbeat and caring approach to life. Listen to the briefing to hear how this campaign combines technology with nostalgia.

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