Nordstrom ignites gifting spirit with ‘Oh, What Fun!’

October 27, 2025

An integrated streaming and social media effort rolls out alongside interactive "Oh, What Fun House" experiences at Nordstrom’s flagships in New York City and Seattle this season. Image courtesy of Nordstrom

By Amirah Keaton

U.S. department store chain Nordstrom is unveiling a new holiday campaign.

“Oh, What Fun!” stars Golden Globe-winning actor Kyle MacLachlan as “The Gift Expert,” featuring comedian Atsuko Okatsuka, actor and writer Caleb Hearon and patternmaker and podcast host Recho Omondi. The integrated streaming and social media effort rolls out alongside interactive "Oh, What Fun House" experiences at Nordstrom’s flagships in New York City and Seattle, dedicated in-store gift shops and an AI-powered, personalized recommendation engine, among other attractions coming to customers this winter.

“Oh, What Fun!”
Using the power of playful storytelling to break through a crowded retail landscape, Nordstrom is laser-focused on supporting gift finders this season.

A series of satirical videos documents interactions between Mr. MacLachlan and members of a star-studded cast, wherein “The Gift Expert” works to meet the respective demands of his clients as they search for the perfect presents for loved ones.

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In one clip, Ms. Omondi is encouraged to grab a pair of noise-cancelling Beats Over-Ear headphones for her fiancé.

Amid another, Mr. Hearon engages Mr. MacLachlan on behalf of his young niece, who seeks something “beautiful and soft, but also sporty,” per the handwritten note the comedian passes over; a Jellycat Bunny Stuffed Animal and Barbie Dream Camper Playset subsequently are unearthed and gift-wrapped.

Brand transformation consultancy Invisible Dynamics helped develop “Oh, What Fun!”

Balancing humor and relatability, the creative highlights the wide-ranging product categories available for purchase during gifting season at Nordstrom. The campaign supports a multi-pronged retail strategy, one that combines physical and digital touchpoints.

Omnichannel approach
Experiential interpretations of the “Oh, What Fun!” campaign will reach two Nordstrom flagships next month.

The "Oh, What Fun House" installations involve Seattle's store, which reimagines its heritage Santa Lane tradition, while its New York home (see story) debuts The Gift Shop at The Corner, a two-level concept incorporating custom packaging services, personalization capabilities and photography opportunities.

In-store, Nordstrom has created dedicated gifting areas displaying 1,000 products per location. Exclusive beauty collections, accessories, children’s merchandise, cashmere, loungewear, home goods and more await shoppers, who will be guided through the assortments by trained staff.

Nordstrom's holiday campaign creative features comedian Atsuko Okatsuka. Image courtesy of Nordstrom

Meanwhile, Santa stations offering complimentary photo sessions for cardholders through a Shutterfly collaboration are going live at every Nordstrom, a first for the retailer.

An emphasis on in-store activities – 1,500 total events nationwide, from family breakfasts to beauty services, are launching – positions the banner as a destination rather than simply a transaction point.

Digitally, Nordstrom offers more than 110,000 listings complemented by an AI-powered recommendation engine branded as “Gift Expert in Training.” The tool analyzes browsing patterns to surface relevant products.

A 100-page holiday catalog showcases 800-plus “must-haves” organized by recipient, “from kids to adults, pet parents to new parents, best friends to work besties and more,” carrying the retailer’s theme forward.

Several luxury retailers have shifted their holiday messaging from aspirational displays to direct calls to action lately, pushing gifting protocols in new campaigns (see story).

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Nordstrom ignites gifting spirit with ‘Oh, What Fun!’

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