Companies are recruiting “nostalgia Millennial talent” for ads. A United Talent Agency agent told Marketing Brew that in the last six months, demand for Millennial talent has increased because of Gen Z’s interest in early 2000s culture. Yes, to stay relevant with younger audiences, brands have booked campaigns with Millennial heartthrobs. For example, PepsiCo’s Bubly recently partnered with Chad Michael Murray of One Tree Hill on an 85-second spot with a content creator. Meanwhile, Vera Bradley recruited actor Devon Sawa from Casper on a campaign that turned one real woman’s fanfiction from 2002 into a five-minute spot. Last fall, Panera worked with Jared Padalecki and Matt Czuchry on an ad that called back their respective Gilmore Girls characters, Dean and Logan. Brands partnering with these early-2000s crushes are seemingly able to resonate with Millennials and win over Gen Z at the same time. (Marketing Brew)
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