Wendy’s was one of the first brands to stand out on social media with whip-smart, irreverent takes on trending news. You didn’t expect it from the chain that often promoted salads and burgers, but the disruption in social media use spawned years of edgy brand humor. This reached saturation with Duolingo’s live birth TikTok video (not linked here, if you haven’t seen it … don’t?) and that was it—no broad consumer brand will ever be that edgy again. All other remarks and attempts at humor just seem stale in comparison.
It’s important to understand that everything has its tipping point. You must keep evolving and pushing the envelope to make an impact.
Legends never die
Think back to when you began working in the creative industries. Did you think, “Wow, I hope one day my work is fleeting”? Hell no.
There is a big difference between trends and cultural relevance, and they should not be conflated. A trend is a moment, cultural relevance lives on. (Cue the “Heroes and Legends” speech from The Sandlot.) We know the importance of brands having a consistent voice and identity, and not immediately chasing the shiny object of viral fame—i.e., posting #girlboss for Queen Elizabeth II’s death—but to truly forego copycat syndrome, you have to innovate.
Liquid Death does this with thoughtful celebrity partnerships that match its branding—what’s more literally “liquid death” than Tony Hawk’s blood? McDonald’s has also done this well with its collaborations with artists like Travis Scott, J Balvin, BTS and Mariah Carey. It’s a natural extension of the brand that has frequently done entertainment partnerships in the past while pushing the envelope with international talent.
Shoehorning celebrities
Last year, people bemoaned the use of celebrities in every Super Bowl spot. Flash and spectacle mean nothing if there’s no creativity behind it.
If a client ever insisted on using a celebrity in a spot, I’d probably go outside for a quick scream session and maybe consider fleeing the country. If it really was unavoidable despite my passport, I’d ask: “What is the most outlandish way to do it? How can we push through? Do they have to be in the spot or can we just use their voice?”
During the 2022 Super Bowl, Hellmann’s ran a spot with Jerod Mayo (get it?!) tackling Pete Davidson. The next year, Pete appeared again alongside Jon Hamm and Brie Larson. In the former, Pete Davidson is a surprise cameo at the end who ends up being tackled as he is “very hittable;” in the latter, Pete returns to eat a ham and brie (get it?!) panini. This is the difference between decent celebrity usage and good celebrity usage. I have to imagine someone said, “Pete Davidson is hot right now, let’s get him for a spot,” and someone wisely responded, “Ok, but can we throw him to the ground?”
