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‘Holiday timing is a moving target’: Nordstrom aims to cut through the noise with an unexpected campaign

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‘Holiday timing is a moving target’: Nordstrom aims to cut through the noise with an unexpected campaign

The holiday season is typically the most important time of year for retailers. It’s where most of their sales come from, and they often invest in the splashiest creative campaigns to capitalize on it.

But the pool of reference they can draw on can be frustratingly limited. There are only so many variations of candy canes and snowmen one can come up with. That’s why for Nordstrom’s holiday campaign this year, the team decided to swerve. The campaign’s main focus is the iconic musician David Bowie.

Nordstrom has an exclusive partnership with the Bowie estate to create merchandise tied to the deceased singer’s upcoming 80th birthday. Since the birthday is in January, it made sense to combine the two occasions. The result is a campaign featuring two young dancers who surprise their family on Christmas morning with an impromptu dance routine set to Bowie’s “Let’s Dance.” The routine is choreographed by Nina McNeely, who has worked with artists including Doja Cat and films like Gaspar Noé’s “Climax.”

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