This study investigates a pattern observed in recent lifestyle advertisements. In the domain of luxury goods a certain type of advertisement has emerged that relies almost exclusively on the evocation of pure sensation. Only in part do the depicted scenes, characters or objects trigger these sensations. Rather, aesthetic features of style – such as depth of field, diffusion, colour or light – enhance the spectator's sensorial response. In the context of the avant-garde of the 1920s, similar strategies were employed. While these avant-garde films combined a modernist hope for utopia with a democratisation of aesthetics and taste for the masses, contemporary lifestyle advertisements tend to be suffused with nostalgia. However, this nostalgia is ahistoric, offering only the most pleasurable aspects of an imaginary experience.