{ "media_type": "text", "post_content": "Anybody else tired of brands jumping on cultural memes/events and then thinking they totally crushed it? Example, Mikes Hard Lemonade doing a video with the lawyer who recently went viral for accidentally using a cat filter on his zoom call. Aren’t we beyond these type of gimmicks yet?", "post_id": "602d7c8fd71d3c00209b0ca2", "reply_count": 27, "vote_count": 9, "bowl_id": "5565cfca8b2b9a03009acf57", "bowl_name": "Advertising" }

Anybody else tired of brands jumping on cultural memes/events and then thinking they totally crushed it? Example, Mikes Hard Lemonade doing a video with the lawyer who recently went viral for accidentally using a cat filter on his zoom call. Aren’t we beyond these type of gimmicks yet?

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No. All we do is push clients to be culturally relevant. Why would this be bad??

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@SVP1 we’re in the industry. What we talk about matters least of all.

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Trying to “create the relevance” or cultural moment feels a lot like trying to “make a viral video”. If a brand can join a moment or conversation authentically, then why not? However, being the last brand to jump on a trend that is already fizzling is not a good look.

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I agree the Mike's Hard Lemonade ad lacked all the charm and surprise of the original video.

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I think I’ve seen probably 8 brands now with their own take. Not a single one was worth the effort.

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Think the opposite is true right now. Jumping on cultural moments is a pretty new trend. It’s why Ryan Reynolds has been eating the ad world’s lunch this year. Mikes hard was poorly executed. The Popeyes, Wall Street bets promotion was not.

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advertising is where culture goes to die

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Depends on the execution to me. When “let’s jump in on trend x” is the idea, then it’s usually shit. When it’s used as a springboard for something interesting and brands / agencies can move quickly enough to do something cool I find it more enjoyable.

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Nope

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I think if it's relevant to the brand why the hell not Just pick the right moments

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I don’t really consider it a gimmick, I think it’s fun that agencies and brands are staying culturally relevant.

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But that’s my point. Is it really that relevant? Does it build lasting relevance over time? The approach was all the rave about six years ago. Seems tired and lazy today.

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Well do you think it was a bad call for ocean spray to capitalize on the skate dude? If they tried to create something similar to skate dude it would feel forced an unnatural. Just a few brands can consciously create those moments. Most of the time it happens by accident.

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I question why brands have to respond at all? That original Tik-Tok video did more for the Ocean Spray brand than all of their previous advertising combined. Why not just celebrate your good luck? Instead, brands seem to think they have to capitalise on the moment and usually end up raining on the parade.

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Guy is a creep, too https://reason.com/2021/02/10/zoom-cat-lawyer-rod-ponton-used-federal-agents-to-torment-former-lover-drug-raids-bogus-charges/

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A real tomcat

well, the venn diagram of the idea vs what the client approves in these moments are usually two separate circles.

I loved that ad. I thought it was awesome.

I just don’t see anything creative about it. It’s just timely execution and having a client who’s willing to get down with the moment. Anyone with half a brain who’s aware of these cultural and social moments can thread a joke or idea together.

Yes. For about 10 years now.

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