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Nostalgic advertising uses images relevant to past periods in individuals' lives to market products. This study examines the reminiscence bump in a new context: reactions to nostalgic advertising. We examine the positive effect of bump year on emotional response and purchase intent using a 3 (time frame: bump advertisements, non-bump past advertisements, present-focused advertisements) × 2 (age group: Generation X, late-stage baby boomers) between-subject design. Results show that advertisements for a fictional camera brand (i.e., Optimax) that focus on a bump year (i.e., 15–24 years) have more positive emotional responses and stronger purchase intent than advertisements from either a non-bump past year or present-focused advertisements.