Editorial: Nostalgia must be the watchword for Fox's

So the fox and the polar bear are returning to our screens to promote the classic Fox's Glacier Mints.

Rumour has it the TV work will focus on sponsorship idents, but let's hope that Hooper Galton, handling creative, does not fall for the trap of trying to make the fox and bear modern icons. Their reintroduction will be meaningless if the agency doesn't incorporate the characters' tremendous nostalgia value.