Twinkly’s Holiday Campaign is in its second year running.
In late 2024, Twinkly, the smart LED lighting brand known for its customizable, app-controlled displays, partnered with Chevy Chase for a U.S. holiday campaign. The goal of the partnership was straightforward: elevate Twinkly’s visibility during the peak holiday décor period while showcasing the ease, creativity, and innovation of their lighting products. By pairing Chase’s iconic comedic persona with Twinkly’s technology, the brand aimed to appeal to both long-time fans of classic holiday films and consumers looking for modern decorating solutions .Chevy Chase’s long-standing connection to Christmas culture, especially through National Lampoon’s Christmas Vacation, gives him immediate seasonal relevance. Twinkly used this association to add warmth, familiarity, and recognizable personality to their holiday messaging.
Details of the Campaign
The core of the campaign focused on a 30-second spot that featured Chase interacting with Twinkly’s lights in a humorous and approachable way. This creative direction allowed the brand to highlight key product features such as app control, custom lighting effects, and seamless setup within a festive and familiar context. Instead of relying solely on demonstrations, the campaign embraced a story-driven style. Chase’s presence brought entertainment and personality, making the technology feel more engaging and easy to understand. #TurnOnTheMagic
Twinkly announced the collaboration in October 2024 to allow the campaign to build momentum ahead of the holiday peak. The content was distributed across TV, digital platforms, and social media to ensure wide reach.
On social channels, Twinkly supported the campaign with extended clips, feature highlights, and user-generated inspiration. This kept engagement strong throughout the festive period and helped reinforce Twinkly’s image as both innovative and community-driven.
Looking Ahead to 2025: Renewed Licensing and Continued Appeal
Building on the positive results from the 2024 campaign, Twinkly has relicensed the Chevy Chase Christmas lights clip for the 2025 U.S. holiday season. The decision reflects how strongly the nostalgia element continues to resonate with audiences.
Feedback from the previous campaign suggests that consumers responded well to the blend of recognizable holiday nostalgia and modern lighting technology. Because the content is only viewed once a year, it avoids the fatigue that can come with more frequently used creative. Instead, its seasonal recurrence strengthens its emotional effect.
This approach also benefits long-term brand planning. A nostalgic holiday asset can remain impactful for several years as long as the key demographic still recognises and connects with it. Over time, the cultural impact may shift as the audience familiar with Chase’s classic holiday role ages out. For now, the response remains strong, making the creative both relevant and effective.
Twinkly’s collaboration with Chevy Chase shows how combining nostalgia with innovation can produce highly memorable holiday marketing. By tying their smart lighting technology to a cultural holiday favourite, Twinkly delivered a campaign that was both emotionally engaging and product-focused.
The decision to reuse the licensed content for 2025 highlights the strength of consistent seasonal branding. When nostalgia continues to resonate and the results validate the approach, building on what works can be the most powerful strategy. This case study demonstrates how brands that pair cultural relevance with strong storytelling can elevate their place in the holiday experience.