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There isn't any advertising and marketing award show with any real level of relevancy. So, we decided to make our own. Welcome to Can Tigers. In this show, myself and my esteemed colleagues Lucas and Ashwin, we're going to walk through the categories that should matter to you as a marketer. Everything from the best pop-ups to packaging to the most irrelevant ad campaigns to brand merchandise. We're going to show you all the examples of what we feel the best in the category is and actually get

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into some tactics so you can learn why this actually matters for you as a marketer and why you should care as a consumer. Let's lock in. First, let me introduce the group that we are with and we will get right into it. Lucas, want to give them some background? I'm Lucas. I'm the co-founder and CEO of Dark Room. We're a growth agency based here in New York City. And yeah, what kind of clients do you guys serve? I don't want He's He's not biging himself up enough, you know. Oh, yeah. Yeah. Yeah. No,

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we're uh we're we're well esteemed. We're we're we're happy to massive. Yeah. Yeah. Yeah. Brick town. He's we're getting this money is what he said. It's funny. No, we represent big clients in consumer. A lot of which we'll talk about today. Clients like Burton, Saw, Lollipop. So, uh that's us. You got to give him the sauce. We're giving the sauce. We're talking about the sauce. Saw is actually one of our submissions. So, we might win a lion. We might win a

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tiger. We'll get the full answer. Yeah. Yo. Yeah. If you if you sweep across the board. Yeah. Yeah. That's what I'm hoping for. Uh and I'm Ashwin. I'm Brenda Luring consultant. I had an agency called Forge where we help launch early stage CPG brands. I also run and operate brands myself. Perfect. And then I am Orin at ORM meets world. Uh fondly known by the community as the internet's creative director for better or for worse. Uh and then a longtime marketer of all kinds of disciplines. So we are

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we're actually here we are physically in can we are in the south of France. Uh that's why they make you wear these outfits as soon as you get off the plane in Nice. It just kind of is what it is. Uh but we're happy to lean into it. Let's get into our first category. Best popup shop from a brand this year. First, we're starting with the Bodega by Ramova. Who put this on here? Who wants to break this one down? I put this down here. First of all, I'm just a huge fan of the identity. I think that's actually

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the major shot of this, but it hearkens back to the old classic New York City bodega. This was put up at WSA in New York, which is something interesting. All right, let's uh let's pop into the next we have the Capitol Forest. I put this one on here. They basically put a pop-up in the middle of the forest in Japan, which is about as capal as you possibly could. K leans into the brand identity. You have to hike into the forest of Japan to actually access a pop-up. You're not waiting in a line in

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the city. I thought that was a particularly clever approach. Then next we have the Ordinary Egg Cafe. Ashton, you want to break this one down? Yeah. Amidst our rising cost of egg crisis, The Ordinary comes in Ordinary makeup skincare brand. Uh they did a popup where they sold eggs for $3.95. This made a lot of waves on social because people are like why is it a skincare brand telling us that why is a skincare brand selling us eggs at this price? How can they solve this existential crisis that the big Kroger can cannot uh I also

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think it's worth noting they got a lot of attention for that because they are like a noted vegan brand and of course they're getting an egg and this is the kind of stuff online that uh gets people fired up. Diving into this next one, we also have this Lacost cafe uh on here, which I particularly enjoyed from an identity perspective where they were saying everything from they have a croissant sliders to they have fully developed Lacost cakes with their alligator/ crocodile. I don't want to

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get it wrong and offend any of the French to martinis with their little uh pieces in there as well. But just a very uh aesthetically branded look for a brand that while in the mid- tier continues to try to approach its marketing from a luxury perspective. I think you're good there. By the way, I think this entire uh YouTube video is gonna offend the French, but we're working with it. Just wait till they see where we got our wine from later on. Uh all right, Pure Sport. I'll take You

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want to take a stab? Yeah. So, so we Pure Sport, an electrolyte brand uh based in the UK that had a popup during a race where they had a faux gas station um filling up people's drinks. And I think this is a really nice example of using a different kind of form factor and leaning into like the cleverness and wit of like gassing you up for your run. Yeah. And this is a so there's a couple things that are at play here that I particularly like. One is what you mentioned that like chaos packaging like

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idea of like let's present something in another form. But B, if you have a bunch of people on a race and you're trying to do something like this, like how do you make these things as sharable online as possible? And I think the more stand out you have like the electrolyte gas station, the more likely it is for consumers to actually do it. Merit dryfingers. This is this is one of uh this is one of mine. So merit a skincare brand was releasing a new product called the uniform and they really leaned into

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it in everything they did but one of the main items and they are like a more professional skincare brand. They target a little bit older. They come across with a really a refined approach and they had a whole dry cleaning popup in New York. They also did a Brooks Brothers collab inside of it, which is like a fun twist that you may not be expecting from a cosmetic brand. And just had a really refined everything from the tote bags to the branded uh the uniform slips for the actual dry cleaning and then offering instore

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embroidery and giving people something to take when they actually go to an experience like this. This is well known. Most these are in New York City, too. It's like, yeah, New York's the place to pop up. The hub. Well, the next just to contrast that, Gentle Monster Bratz took it to like an absolute another level. I actually went to the LA version of this pop-up, but they did uh LA, Korea, Shenzhen, I believe one other all at the same time, and they put this massive brat stalls into this whole like

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very selfie friendly installation. Uh they had like an AI, you walk up, you take a photo, and they made like AI selfies of these like gentle monster brats like while you were there. And it was like influencer central at that popup on Melrose. I went to a constant line of creatives. I was actually a woman came up to me there who knew me from the content and was like this is exactly where I'd expect you to be and I was like oh great this is so Gentle Monster is also known for doing a lot of like oversized act like pop like he had

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everything being extra at all times. Yeah exactly they I made a joke when I made the video that like they must be like a moneyaundering operations. I don't know how you're selling enough $600 sunglasses to cover the sheer production value that they put into these incredible storefronts. But I know they are a very popular brand. Putting this in like their marketing budget is sure and they're just riding off that marketing budget is 90% margin margin on luxury IRA. I will say at the pop-up

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amazing place to go take pictures, but then they had a whole segment where you could like pick up the sunglasses. Was not a lot of sunglass buying happening at say pop-up, but you do get a free breast doll. All right. And this last one, Human Made. You want to dive into this one? Yeah. So, Human Race, they they pumped up during Milan Fashion Week. This is Fel's uh new skincare business didn't make it into worse celebrity brands. So we're doing something right here, but I think yeah,

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not yet. We'll see how uh next year goes. But yeah, quickation in like 3 days. I think gorgeous art direction. Um I really appreciated the installation. I think like skin care kind of like needs a little bit of a twist in this way, but I think like they kind of are leaning into design. I don't think you're buying human race for the efficacy or the product quality, but yeah, I wonder who exactly is buying human race and how many of them are there, but it is a gorgeous popup. I would So now look at

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the format that we're doing for this. We're going to show you all these examples, have our little anecdotes like we do and then we are going to try to come to a consensus as a group on which one of these was the best for the year. So curious what you guys think, where we leaning. Honestly, I think just from all of the submissions, merit dry cleaners is very very strong for me. I think my only critique there would be the Brooks Brothers collab. Feel like they could have been a little bit more tasteful.

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Brooks Brothers just changed hands so many different times, but uh that was that was that was number one. Damn. Damn. Shout out Brooks Brothers have had the decline. Maybe we'll put them on our list of brands that should come back. Ashton, what are you feeling? You know, I'm going Ordinary X because I think they tap into the cultural narrative. They tap into a painoint that like New Yorkers were were facing. And I think Ordinary's brand itself is why are we always paying the middleman these like

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inflated fees? And so they bring that idea to the eggs and they're like, "Well, hey, we could actually make this cheaper." Yeah. I also like that it was The Ordinary saying this, brands get to a certain point off the efficacy of the science brands like The Ordinary did. Like Sarah Vee was in the same scenario earlier, too, where it's like you that only gets you so far and you have to develop a personality and that's hard when you are a ingredients based brand or a science-based brand to be like,

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"Oh, we're fun now." So them coming out working with Mischief on something like this and having a cultural moment as a brand that you would never expect to do that. Then they've continued. I believe their next popup was they put all this money in like a window and it was like here's how much money we saved by not doing celebrity marketing. Yeah. Uh so I appreciate that they've become this now extended tongue-in-cheek brand. Um so yeah, I'm going to go uh I'm going to

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agree my my my ranking would be the ordinary number one and then I would also have the merit as the honorary mention. I think we'll highlight two thoughts. Any uh I I think that's that's well done. All right. Ordinary. I hadn't seen that before when you when you put it on. And to your point, New York apparently the place to pop up. Uh although I do have some love for the copy tall forest. If you guys saw any oddball Tulsa Kansas City pop-ups that we are missing by being coastal elites,

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please drop them in the comments. We'll go on. That was an easy consensus. I'm going to force some arguments on some of these other ones just for the culture. All right. So then next up, probably the most important category in 2025. This is most desirable brand merch. And so kicking that off with the Air France Jacmus. You actually quoted this out, right? Airlines obviously are known for having their kind of like custom merge custom toiletries kits in first class in business class business class. Uh so

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Jacqumu partnering with Air France to do their La Premiere pajamos which almost got me to take La Premiere here but it wasn't worth the 27,000. Yes. So La Premiere is not just their business class. You have to be and not just their first class. Only some planes have La Premiere which the New York Tenise flight did have but but did have. So it's only slightly out of budget. 27. Yeah. Three or two. Where we at? I wanted Salesforce. I'm saying where we at? I I'm going to be honest though. I

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think if you're flying loper, you don't see this merch. I think it's they did this for the marketing. And so that I feel like is a dinging point where I actually appreciate this collab. I think it's very natural for air friends to do it. I like the idea of elevated uh versions of this because I flew I think it was Lufthansza and they had like some very my wife was like, "Hey, I'm gonna keep this of like whatever they had as the kit." And I was like, "Oh, that's

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says something to the quality of it." But I think she was also very excited about the the Jacmoose level of it. I think it's a nice for the luxury consumer to do something like this. But the lack of availability kind of makes it purely a stunt. Yeah, I think airlines need to play in this space because it's very experiential, especially if you're spending this amount of money to fly. You talk about airlines a lot, but like Emirates does this so well. Um, and they're known for

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their luxury experiences when flying, but when you get a collab with Jacqu, it's just like it's it's not different. I've only been Emirates business class one time and I must admit it was a function. It was a party. It was [ __ ] lit. Yeah. The other I don't even remember because like the bar was yaking. It was just the two floor. You take a shower. It was a time I did not take the shower. We got It was like It was like stewartes were letting loose. It was unexpected. Top floor day through

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20. Ah, big shout out to Dubai. So, moving on to Apple has new merch. Well, this is an interesting I don't know if this actually qualifies in that best category. I like So, Apple put nostalgic merch out there. I was there at the release of this. I actually bought this black uh Apple shirt down below. Um, but Apple leading into people wanting to have a feeling, but I feel like this could have been better if this was the full re-release of that one catalog that gets published on aggregator accounts

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once every year. Just give us the 1990 set. Yeah. Just don't try to recreate it. Relaunch, you know, relaunch the iPhone 1. That's that's what that's what people want. Well, did you see also coming up now apparently the uh iPod patent is going away. You'll be able to produce the iPod, the original. Well, maybe we get all that. That's That'll be some That's something we bring back. Uh yeah, iced out iPod. Anyway, moving on to Tony's Chocolone Martini. Want to give us some Tony's Chalonly. Tony's

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Chocolone. Yeah. God, I mess this up every time. Yeah, we do. Tony, what we doing? Espresso martinis are having a cultural moment. So, Tony Chonly chocolate brand uh they are having an absolute moment this past year. So, they dropped a chocolate martini uh which is great. It's one of those things kind of spectacle. Works well for social. Captures your attention. leans into this. And this is another one I didn't like because of the availability. This is only available um on the London popup

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for like the first 10 customers who went to the London bar for because the collab with Kalúa, I believe. Whereas like just make this widely available. This is a super viral item that like I I immediately looked at this. I was like, I'm going to buy this and I will make a video with this much like how we're going to tap into some celebrity products here a bit later. Uh but it was unavailable. So minus points for availability from Tony's Chocolate Only. Hines Grills. I put this one on here. I

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absolutely love this campaign. They uh if you've ever tried to tear into a ketchup packet and had to use your teeth, you understand. And then I think it was Hines Brazil. They made little branded mustard ketchup uh mayonnaise little tooth gems or not tooth gem, but a tooth cover, little single grill pieces for this, which is a very This is a thing that's in the culture at the moment. A lot of people are doing it. A lot of brands have it. I thought this was a is again a very affordable, very

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fun, very savvy little item to drop. I'm surprised you're not rare one of these are. I feel like you're a couple videos away from just, you know, if if you open a ketchup packet in France, they actually just they just take you on the spot. Yeah. And then last, the McDonald's candles, which I'm putting on here shortly because it's just a oddball play from a major brand, which we rarely see, but basically they have six candles smelling like buns, ketchup, pickle, cheese, onions, and beef, which actually

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sounds terrible when you say it out loud. Any any other honorable mentions? Any merch here that uh you guys pick up any brand merch this year? You guys buy any branded? I' I've I've gotten some merch, but I feel like these are these are very dialed. Like these are specific like it's almost like a category that's adjacent to the core product of the business. Pizza had some great merch Pizza Hut. They brought back their retro nostalgic merch sweatuit with the old like Pizza Hut look. I was trying to

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picture you just bumping around my pool. Yeah, those Yeah. That's your flight outfit. Not exactly the job. But what we feeling on the brand the branded Mercer? Well, there's a there's a lot going on. I think for almost like star power differentiation. and Hines Grills for me is just it's different. Haven't seen anything like that. But then for me, I'm just I love aviation. Air France like just Jacqu Mu hooking it up with some some great merch. That for me is number one. I think Air France Jacqumu because

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it's one that is actually that you actually want to purchase and wear and you would keep, you know, if you flew La Premiere and took it versus the Hines grills. I think it's works is great for spectacle on social. It gets shared. You're not a big cook. They were single purchasing the grill. Um, yeah. And I I gota admit I don't really like any of this. I uh I we looked at a lot of brand merch. We looked at a lot of every kind of on here. Every brand's like we have cool merch now. We do X and Y and

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besides the Vermont stuff which obviously I I'm involved. I really don't think there's anything coming into that level. So I'm just going to abstain from the category. I agree with you like these are they feel like tier 2 in a way. There should be honorable mention on the Vermont merch because multiple people has asked me where I got that bag from and I was like, believe it or not, a niche software company you probably be. Oh yeah. Or we'll hear from soon just announced the series. Yeah. And we

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do the merch. Well, the merch is already in production. So I'm just saying for you dropped yet. The series once they saw what we had cooking for that. Uh I want to know what the attribution is seriously on on that merch driving sales. Well, everyone assumes when you actually do custom merch like that, everyone's like, "Oh, it's so expensive." It's like, you know, it's still the cost. When you buy a hundred of a thing, it's still a fraction of the cost of what? Yeah. And then people who

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buy from merch companies like well, we produce those leather bags, the ones he's talking about, which is like a, you know, you'd be buying for hundreds of dollars, but like that costs less than a branded polo from like these company. I think people don't understand the scale when you actually produce things yourself. So, I I I think there's an important point here because you said, "Hey, we looked through all of this merch, but actually this is what stands out and it's not even that great." And

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then I think about we've been invited to a ton of events. We get these boxes that spit our boxes of merch and it's immediately just throw it in the trash. So it's like they're wasting time and money on it, but it's like he just hired one or two people to actually design something thoughtful and you could be like Salesforce. I'm like do this right and make really cool stuff. And you'll see when we do for round two the bag we're doing for the second round of there which costs about 27 bucks. Uh

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that's just absolutely gorgeous. And it's like that's the standard you can have. Like if you're trying to spend $30 $50 a person, like you can really knock it out of the park, but someone has to really care and that person is me. Anyway, strangest celebrity brand. This is less of what's good and more just a state of the culture and where we're at. But I want to start um with something we're all really passionate about, which is the Mega Markle jam. And it's big in

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France. You had it this They do. They really brought the jam out. Boenberry. Yeah. Boenberry raspberry. You're a noted Mega Markle fan. What's What's your take on as ever? Absolutely love Megan. So be Megan Markle launched a announced that she'd launch a brand last year called American Riviera Orchard which is a absolute mouthful bonathan. Her husband uh noted residents of Santa Barbara uh launched this brand. There was a bunch of noise about it. Uh she released no products under and then this

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year rebranded to As ever which is her home and cooking brand. Uh, I love the rebrand. Like the pre-launch rebrand is just always just a [ __ ] they get demolished enough in the com heads are like I got to change today. So now she has a brand called as ever and their first product is a jam seemingly from Z. Well, and sold out. So we got raspberry spread and keepsake packaging sold out. We have herbal lemon ginger tea sold out. Flower sprinkles sold out and the shortbread cookie mix with flower sprinkles also sold out. C, the question

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is how many did they have on head? Are they was this a thousand unit drop? for the No, I actually think that they sell a shocking amount of units. I think they probably do better than thought. I went to buy the jam just again purely for content purposes. Yeah, it's either if it's if it's sold, it's either heavily discounted or sold out. It's hard to tell. I think I think I think this moved. You think it moved? Yeah, I will love Megan Markle. Rolling down the list to Cloud, the protein popcorn. Ash, I

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know you're also a noted Kardashian brand supporter. You want to give a little breakdown? As a protein guy, he's a popcorn guy. Big Kardashian. Good stuff. I love it all. So, herofluff. So, we were talking about what the boardroom meeting looks like for the arrival of of protein popcorn if plowed and it is these things. Kardashian big tame I have 300 million followers. What's our next 19th product of the year? Well, there is uh protein is a rising macro trend. Uh it's just in the cory gout category.

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It's number one products on Amazon. Uh what is a form factor that we could put it in that's popular that hasn't been exploited as of yet? Popcorn. We we know Chloe loves popcorn. How do we know that? We know the girls love pop where Skip Pop is Grace. Lesser Evil is great. Exactly. That's how it went down. I I I completely agree with you. Agents pushed this on. There was some celebrity collab and uh from what we hear this brand's doing well. Yeah, I heard it was I heard through the grave actually is doing

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pretty well, but that is could be CPG people are just like pathological buyers. I mean thing is well you look at the P&L. So our our final category won't be where best. Yes, we have P&L reviews on on CPG. I do want to call out popcorn. Uh the first the original oddball celebrity popcorn was the Jonas Brothers with Rob's backstage popcorn. I got sent this in a PR pack and it was shockingly good. I'm not going to lie. Like the flavors were excellent. Uh I really, you know, as you get older, you

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begin to feel way more of a kinship with the Jonas Brothers. Uh you as men. Let's move on to uh Ashra. This is one of your all-time favorite brands uh to talk about, not to consume. You want to give us a little breakdown of happy coffee? Robert Downey Jr. launched a coffee brand with a guy who was known for method and EOS uh soap toothpaste as one is they launched a coffee brand that it's it's packaging is a white cube so pulls all the right design cues for a coffee brand uh has happy written

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vertically on it and it just looks like this looks like possibly a lotion in there looks possible they they launched ready to drink already prescription pills they have launched ready to drink. Yeah, the ready to drink looks more like a real brand. So, I think the real thing that we highlighted on this, I'm trying to find the right photo, is the the packaging, which they now seem to be avoiding pretty heavily online is just doesn't make any sense. Not in like a chaos packaging. Let's stand out in the

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shelf way. Just on a Oh, I would never expect that to be coffee, so I'm just going to move by it in the coffee aisle way. Yes. Yeah. Form factor packaging incredibly important. Moving on to uh to the last one in this category. This one's near and dear to our heart. I heard about this wine through a meta ad. So their funnel is obviously incredibly dialed. I am the luxury consumer consumer of this. Big fan of Napa grapes here. So we have straight from the Yao Ming family estate, the Yaoing family

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tribe. And uh what really started to get me where I converted was the homepage image of Yao tasting then laughing. And I mean I'm excited to try this. It was 60% off. So I knew this thing wasn't going to last for a long time. Didn't get the uh the port wine. No, that that port also hidden. No, the Yaoing the chop is 418. I'll see the be the hero video though. That's Yeah, that's that's that's that hero shot. Just just Yao just Yao looks so happy here in a way he never looked happy on the court for the

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Rockets. And I that's where I feel when someone really finds their passion. You can feel it in the product and the branding. And we're actually we're cracking open the Yaoing family wines. It is like 10:30 a.m. the whole bubble. We are in France though, so you know, anything good. This is how the French live. You always wonder. You're like, "Why are these European brands so unproductive? Why can't they get to a level of success?" And you basically discover that you're

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here for 20 minutes. You see exactly why it's happening. Orin told me last night never drinks, but he will drink for a quality glass of red. And so I think he's got to do the honors with the tasting. Let's see if Yao hits the standard. What kind of uh What are we working with here? Factory notes are we getting here? Chory. It's Yao and Brew. Like is that Houston red? That is actually delightful. Yeah, I'm sure he put his heart and soul into this. I'm sure this is something he he

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he loves, but uh just worked with the wrong digital team as opposed to running the triangle. Yeah. How would you improve the funnel? Really well with the outwing line as a Oklahoma a CBD sig. Are we going to start ripping sig too? Absolutely. How would you fix the funnel? I mean you mentioned that was it wasn't quite up to par. Yeah. I mean honestly when you discount so heavy I think Oh, that was the move. It was like a it was like a price play. No, I don't think it's a price play but I think

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they're just having trouble. You know, direct to consumer wine is difficult. I think they're just having trouble it. 40 save 40% Juno special. When you see this, you're you're just like, "Okay, this is on its last legs. No pun intended." Gentlemen, cheers. Ken Tigers. The first annual Ken Tigers. I know I said it was delightful. It's it's a to be honest. I'm here for it. It's a D. Yeah. Really? Yeah. It's tough drinking now, but it's certainly not an

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A. No, we do it for the novelty. I'm in for a case. I'm here for it. Well, you do. The Florida fan special. I haven't gotten a post-purchase email yet, but I'll be into the port. Damn, you haven't gotten the post purchase and then how this is what 4 days into the sales cycle. Yeah, we got them sign. All right. And so just it gives I to I told you we'd be doing tactical advice during this like this is so literally if you get this wine this delivered to you. You assume you're cracking the first few

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days. You got to be hitting with a post-purchase email upselling the family. Have you tried the dessert port? Here's some of the background. Here's the notes and why yao feels like the right pairings. Just go with a gorgenola fresh salad. A little bit of Caesar in there. Maybe some fruit that would go perfectly with it if you're hosting. That's the kind of content that be gets a premium brand for sure. I agree. And also like clearly Yao is invested in this. He loves it. What do we feel like

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is the strangest celebrity. This isn't the best celebrity. This is the strangest one that we see here. I feel like the Mega Marco jam is so obvious and I feel like almost as a good brand. I can't have it win. It's fine. It's normal. Yeah. I'm I'm a Yao guy through and through. So I you guys already know how how I'm leaning on this one. I'm going to have to go with you. Y was unexpectedly strange. I don't know if it's cuz I'm a bit tipsy at this point or what. Do we just do the whole glass

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like in celebration of the other uh figures? So the winner Yao I don't know if we'll mention with Robert Downey Jr. is that when he launched he was like the thing my wife knows about me is she can't talk to me unless I drank my coffee and it's like that is the most Pinterest live laugh love kind of side. It's like that's not a defined trait of someone right so that that's no reason yeah that made me want to just leave a a coffee shop. Okay. And this is why, so this is the difference between

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celebrities and creators and influencers. The celebrities are truly just uninteresting people because they like, you know, they have some great acting skill or whatever. To get influence of a certain size, you least likely have to be dramatic or weird in some way that would like allow you to do this better. Yes. All right, moving on to the uh next category. Another personal favorite, the most outofouch campaign. Um, and we're going to kick off with the Open AI Joan introducing IO announcement. Want to give a breakdown

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of what's happening here? Yeah, there's basically OpenAI just acquired uh Johnny Ives company, you know, historic legendary Apple designer uh called IO. I think the transaction was valued, you know, at 2% of OpenAI's stock. So like six billion billion dollars. Anyways, they released this ad campaign. It's almost describing their bromance. All you need to really know is, you know, you just need to look at this landing page and just look at the expression. And I had this playing on the screen

00:24:55 - 00:25:45

share. So yeah, it's basically just Nine minutes of Johnny and Sam just describing how much in nine minutes bold. This was tough to watch for me. What What made it tough to watch? It was extremely It was so tough to watch. I I couldn't even When we were re-watching it for this, I was in physical pain watching it. So, I I feel you. What was tough? The first time I watched this, I was like, "Okay, I'm going to let this play out because maybe there's something incredible to uh to to see here." But

00:25:21 - 00:26:06

they actually don't even showcase the product. Yeah. My guy's just wandering our streets of San Francisco. Do do you think they knew it was tough to watch and it just leaned into the mean? I think they are very lost in their own egos in a way that like they don't like because these in a way we we couldn't even cooperate. Yeah. Yeah. These guys are so biged up all the time when they're in any room and rightfully so because the rooms that they are in, they are making the decisions. They are

00:25:43 - 00:26:38

completely regarded without any commentary that their decisions are the right decisions. And they do realize that while we know these people and we celebrate these people, no one actually cares to watch them watch around San Francisco or talk about each other. They speak at the most SFcoded language which is to take an extra step before saying the simplest phrase to make it sound profound. And it's just it's it's mindblowing to watch. Just you couldn't even do it. Even as you were trying to

00:26:11 - 00:26:50

do that example, you couldn't hold the word long enough to make it. Yeah. As two people do try to condense as much information as possible in the shortest amount of time and speak very quickly often. It is it was a nightmare trying to watch that. I haven't watched the whole thing, so I actually don't know how out of touch it was. You're like, I don't even know what they were talking about. But it is something when you're with any level. Uh I get this comment on YouTube videos a lot where it's like,

00:26:30 - 00:27:16

hey, you're talking too fast. You got to slow down. It's like, man, I when you're at when you're with a certain type of people or in like a certain group, it's like everyone is ripping as fast as they can because most of those people think faster than they can talk. And so you just end up in that world. These people are certainly in that world. So them have this like scripted sit down like and then it's just uh it's just particularly notable. But all right. Yeah. Moving on to uh the Jazoir

00:26:52 - 00:27:54

campaign. Uh legendarily out of touch. Let's just replay this just just for the moment just to remind ourselves what we experienced uh late last year. Wow. This was 29 weeks ago. Yeah. Not even top comment. Who the [ __ ] was in charge of this project on IG? Is this a car brand or a makeup brand doing redesign? Hate hate hate your new branding. I mean comments really. So, so let let's read the uh one of the top comments in my feed because I think we all have different comments is from this guy Tony

00:27:23 - 00:28:26

King who has um a branding agency called King and Partners which does a lot of like lux branding and like the hotel hospitality space. He is also a noted very big car guy and has been like was a Jaguar bet. So his commentary is this has to be a candidate for the worst repositioning and rebranding of the decade. A brilliant strategy. Go weird, colorful, and cringy woke when your potential new buyer is looking for analog and nostalgia. You had that and just threw it all away. Damn, I can't couldn't say it better myself. Yeah,

00:27:55 - 00:28:50

100%. Yeah. Who's your that that's a great top comment. I have Mickey Romero over here. I got I got Pete Davidson. Shout out my boy. I don't think we need to beat a dead horse on this one. It's uh truly horrific. Uh one of the worst of all time. So, moving on to the Coca-Cola Christmas AI ad. Ashman, you want to give a little breakdown of what's happening here? So over the holidays, Coca-Cola, so AI obviously has has been hot and getting really hot. They started the video. It says created

00:28:23 - 00:29:36

by real magic AI and it's a 30- secondond spot that is fully AI generated. And at the end of the video, they say like Coca-Cola real magic. And I think what is so out of touch here is multi-billion trillion dollar company that has that is selling like sugar water whose whole brain narrative has been about like magic and happiness and capturing these moments. love that that they are now using this this technology that like most people in the space are like, "Hey, it's like it's bad. It's taking our jobs. It's not

00:29:00 - 00:29:57

magic. Like you're not supporting anyone or here's a moose. Hey, we're going to call it real magic." And I think when people see that, like, hey, you're calling it real magic when it's like not magic and you also have hundreds of millions of dollars to go hire animators and actual creators to like do this stuff. So, which of these ads was the worst? I'm gonna go Jaguar. I think I'm going to go as well because it was the most out of touch. I think it it probably would have got better reception

00:29:28 - 00:30:26

maybe in 2019 2020 like the ordinary. I think Heroes Rebels it was 2025. The campaign mattered the most to this business. It was like an inflation point and they [ __ ] it up so badly. So, the opportunity cost was just so so high. So, and I'm and I'm gonna honorable mention Open AI. What are we doing here? Okay, so now we're gonna move on to the best traditional ad campaign. This is an interesting one to talk about because traditional ads are in such a weak standpoint. Like we were running through

00:29:57 - 00:30:37

what's in the actual can lions, not our bootleg can tigers of like what the ad submissions are. We haven't even seen the majority of them. Lucas is by far the most tapped in on like what actual ads are happening and you'd seen like half campaign wise. It's like who who's watching full-fledged TV campaigns these days? Yes. Well, and here's the thing. One thing I like to call out whenever anyone's like trying to justify their TV spend, it's like TV is useful for if

00:30:17 - 00:30:58

you're a new brand trying to break in a new category as part of like an overall moment, great. But if you are a larger brand, you're trying to continue your TV strategy, it's like all everyone does whenever you're forced to watch your streaming Netflix or Amazon ad now or you're on the TV is they just pick up their phone. As soon as that ad is on, the phone is being picked up. And when you're dealing with that behavior versus the behavior of we all used to sit here and watch the old TV narrative of like

00:30:37 - 00:31:13

the whole thing I just think yeah it's it's we we we struggled to put this list together but that's a brands are trying because I do feel like there is a moment where brands break through. So we're look at Aura Ring as the first campaign here but even with Poppy even with a few of these when you're like hey we are taking we are taking a jump and we're going to start working on streaming or we're going to buy Linear Remnant and then we're going to work our way up and

00:30:56 - 00:31:41

we're going to begin to reach a larger demographic through advertising. There is TV room for that. I do feel like it does help push you mainstream. Uh we did TV at a company I was with previously where we did movie theater ads and we did TV like as a supporting to a big box retail launch to support key markets. I still like there's room there. But then at a mass campaign level, nothing has like cultural resonance anymore. But I'm going start with Aura Ring. Uh you enjoyed this campaign. You want to give

00:31:18 - 00:32:10

us a little breakdown? You know what? I just actually I just watched this. You place this in there. Yeah. First time I saw it and like you know I I wear Whoop. I would definitely think like I'm in market for Aura. I'm like in the target demo uh in terms of like health and wellness. I thought this was really well done. They have like all these vintage like motifs like kind of the Wes Anderson symmetry like you know single shot and the theme is give us the finger which is kind of very traditional ad

00:31:43 - 00:32:34

agency like tongue and cheek for a ring but I feel like actually done pretty well. I I I agree like whenever I see someone wearing an or ring I'm always like it just looks a little bit off like just like a non-traditional ring. They make it cool, you know, that's what they're trying to do with it. They make it cool. It It's like this ownable like line for the campaign. It has this like double entandra a little bit where it's just like obviously because you wear it on your finger. But then I think there's

00:32:08 - 00:32:56

also this thing of like give like give aging the finger like where this thing that's promoting like health and wellness and longevity. And so it's like don't don't just like take getting older for what it is like actually like fight back against it a little bit. Um, so I think it's like clever on it's it's not like too in its own head about being clever though. It translates between mediums is I think the thing I appreciate most about it where it's like it looks really good on the billboard.

00:32:33 - 00:33:25

We saw a lot of out of home as this campaign and it made sense more as a TV for a brand is trying to like take it a step up. Uh, so next we're going to go into um one of you as FaceTime me crying after he saw this for the first time. You want to give this one a breakdown? The Gemini Super Bowl ad. So Gemini had a uh had a Super Bowl ad where they have this guy who has uh he's probably in his 50s. He's been out of the workforce for a couple years and he's been talking to he's been uh uh looking for a new job

00:32:59 - 00:34:03

and he's having this conversation with Gemini about how to frame his resume and what he's done being out the job post and uh this ad really pissed off Foreman because he was like no one would ever do this. But I think Gemini I could I think this is how low the bar is for AI that the first time that you can actually humanize it to present a reasonable use case for this it's not that unreason and and Google is very good at humanizing technology in their ads with emotion. They are very very good at that and they

00:33:31 - 00:34:18

ran a Super Bowl ad campaign. I'm like that's great. It tells the story of what it is. It shows you how intelligent the device is where it's like I'm not talking to an Alexa. I'm talking to something that's like reflecting on the nuances of my speech and giving me like a thoughtful responses. And so I think it didn't list off features, but it's like it was a really just like nice narrative. And well, and my core problem with this is this not what Gemini does and it's not what actually like is the

00:33:54 - 00:34:44

experience with the Gemini. Yeah. Yeah. Like well you're not talking to Gemini about your dream job. Gemini is excellent. I use Gemini for deep research frequently. is a useful tool for finding things in s all these other but I it's not like you couldn't go replicate that experience that they were having inside this ad right away and you had this really emotional presence for a thing that you then couldn't do seemed very weird to me that's interesting is that true is that true you did go try to

00:34:19 - 00:35:17

have a conversation with Gemini about your finding your dream job if I pull it up Gemini in public I don't even where can you use voice function with Gemini it's like yeah on your Android Samsung S6, you know, whatever. Uh, so Street Easy, who had who had that one? I'll follow it up. So, Street Easy is a campaign uh as a as someone who lives in New York and had lived in New York for some time and am now in the position where we have this conversation often of do we leave New York um have a daughter.

00:34:48 - 00:35:41

They are running a great out of home like subway campaign where it's don't become former New Yorker. And so they have these ads like we said New Yorker nowhere then we chose nowhere. And it's just kind of like demonizing the suburbs in like a a a a fun kind of way. Uh there's not woodgrass in New York City, but it's definitely greener. You know, a Brooklyn dad outside of Brooklyn is just a dad. And I think this is like it is. It's like the first Oh, you see so many subway ads. It's like the first one

00:35:15 - 00:36:13

where I'm like, "Oh, they like got the language." The street easys got ham in New York warrant a New York specific campaign at this velocity. Yes. Okay. Without a doubt. 100%. They are just a new a a New York based real estate app. Yeah. I'm not super familiar with South. Listen, I asked you yesterday. I was like, uh, and you enjoy like raising your kids in New York and you're absolutely 100%. Yeah, I thought it was or not. Was that because of this ad kid? He's a Brooklyn dad. Yeah, that's the

00:35:44 - 00:36:43

I'm like selling our house in the suburb. So, this this is well done. This is cute. Next up, we got [ __ ] Well, I think we So, we were talking about this. we were struggling to put together some some some full-fledged campaigns and I think what we started to realize was like this year we really started to see the advent of like hero advertisements debut on X and yeah tech debut on X yeah as being like a big format and like being able to generate tens of millions of impressions. Um so I think clue did

00:36:13 - 00:37:04

this really well and then we also have friend as the next submission who who did this really well. So yeah, hit the clue one first. So, Cluey did this um they did this like great produced video. They have like a amazing like story that Yeah. So, Cluey is an app that is based on lies. That's a good way to summarize. Yes. It's the cheating app. I have it right here. Yeah. So, in in Fury, it's this app that like listens to your conversations and then like prompts you with information that you can use to

00:36:39 - 00:37:34

like reply in real time. And so, they make this uh very controversial ad. They probably get like 20 million views on uh on ads and he's lying during dating throughout this entire ad. Yes. But the the founder of Cluey has this like story of how he used a similar product to like gain a uh Yeah. He got all these jobs at fang companies basically. Yeah. Netflix and so on and people like this is so unethical and about the state of their recruiting process in the world of AI like things need to change and so he's

00:37:07 - 00:38:01

been taking this kind of like rebellious approach to things. He builds this product, raises money as a result. But going back to this point of like ad campaigns, right? Like Kui is not doing an ad campaign. It's these like assets that are just like perpetually like going viral, getting a lot of traction. Um and it like their platform is X and they're built like ad spots on X. Yes. Exactly. They're this is a pure ad spot. Yeah. Yes. But and but then used as X organically to move that. That's the

00:37:34 - 00:38:22

same. Well, here on Friend and we can talk about them together because Friend did the exact same thing where they're like, "We debuted this ad. We're going to, you know, X is the biggest point. Went super viral and it was uh very controversial in the same way that Chloe was and this is now a launch strategy." Well, yeah. I think the go to market for these businesses are like it's all centered around X and organic content, founder content, employee content. And for friends, for instance, they bought

00:37:57 - 00:38:46

that domain for Yeah. It's another It's an X strategy. I'm going to go viral with X because I spent millions. It's always on a domain. So, I mean, instead of buying ad space and pushing it for impression share, you're instead creating virality by buying other types of assets and then marketing them on X. And then you have a hero spot that runs and it just gets traction. And what's interesting to me about this is that like these brands, these new brands with basically tween founders like the friend

00:38:22 - 00:39:12

founders like Ari's like 21 or Abby is like 21 23 the guy is like 19. And they are saying, "Hey, we with whoever we hire for not I mean they're spending these are six figure ad spots, not seven figure ad spots, if even with the cluey stuff even." Yeah. Is are we're going to be better than every single ad agency debuting at Ken right now in terms of how we are going to penetrate the culture. None of the big mainstream spots have the cultural resonance of a single one of these two that are here in

00:38:47 - 00:39:42

terms of their organic impressions. I feel like that says a lot about the state of culture. Also, I mean, listen, neither of these spots are going to be talked about at CAN. No. No. which is crazy. Goes. Yeah, that's why we're covering it here. You I got dist Manhattan Mini Storage up next. Oh, wow. This is one of my all-time favorites. I think Ashington appreciate this one, too. So, you guys have really got to do I guess I'm New York bias, man. It's true. It's here. Man, I hadn't when

00:39:15 - 00:40:00

you're when you're on the Westside Highway and you're kind of or FDR and you're driving and you see some of these billboards like you don't feel like you're in the old world. I just a everyone talking about storage as he made up. No, I mean storage is a big thing. You don't get a lot of space in in New York. So, I think these guys had a big opportunity. So, Oh, damn. This is an anti-Trump hat. You guys are really going to take it in this direction in this economy. There's Biden there, too.

00:39:37 - 00:40:34

Biden. Okay, fair enough. That's Biden. They they are um so so I think what they are they're a great example of think about any other like storage um out like storage ad you've ever seen. Nug. You you maybe seen like I can't even name another storage company like outside of Manhattan mini store. I think stores are way more this is this is some inherent Manhattan bias [ __ ] I'm not going to lie. You guys are lost in the sauce. You might be right but I think you drive through New York and you know they're

00:40:04 - 00:41:02

making storage. They're in storage. Other people in Manhattan have like thought about this. They localize their like language and quips to people who live in New York. And I think a storage unit has never ordered a scooch bagel. My wife, queen of the scooch bagel. Yes. Exactly. It's like someone in Chicago like maybe doesn't like get that immediately, but like in your so so tactically if you are another to remove this from the New York bubble, if you are a storage unit in Tulsa, can you

00:40:34 - 00:41:30

employ the strategy localized to in Tulsa, but like on the ground? We've been in Tulsa. Tulsa Tigers coming shortly. It's literally a textbook humor copywriting brand play. That's it. All right, so I'll bring this Koshi ad. So this is a fully Veo3 AI ad that was posted during the NBA finals. Um, so we are we're right here. We're like reporting on the ground while Veo3 basically like changes the aspect of which ads are made. To give a quick context on that, like I basically think

00:41:02 - 00:41:49

that since you can create a whole advertisement placement with this AI now, in a way that is obviously AI but still a good ad, the way we're seeing these Tik Toks online breaking down the bros inside the Trojan horse or whatever it is. That is now like a tool you have in your toolkit. Right next to your UGC ads, you have your basically your Veo 3 ads. And this was the first one to air on television. It was really well done. They did like a basically dopamine style highlight reel all with like ridiculous

00:41:26 - 00:42:12

scenarios that can only be created through AI that looks hyper realistic. I think they did a really great job. Yeah, I agree. And I think like just as a commentary on this, like just to kind of riff off your point, like if you're a creative right now, like you need to be mastering Veo3, Midjourney, TBT, like it just needs to be a tool in the toolkit because you can create net new assets without needing to produce. And so what does this mean for you guys? You guys are literally a like cutting edge ad

00:41:49 - 00:42:28

agency who's focused on like the stuff that actually makes money for brands. Like what does this mean for your workflows? Yeah, we're mandating everyone become experts on this. So then the workflow becomes like you need to be an expert at creative prompt engineering. you know, to be able to stitch these things together. And I think where we're moving is like you have creative generalists that just kind of leverage the tools. And if you can't see behind the cameras, but there's

00:42:08 - 00:43:13

seven or eight little New Yorkers who are just learning AO3 like on the spot in the back. All right. And the last we have Hatch. So Hatch did a uh an out of home campaign where uh they are so Hatch makes sleep products, right? So they have like a white noise machine, alarm machine, baking machines that notoriously do not work in parties. Um however uh they ran this this personal experience experience really painful. They ran this out ofome campaign where um they they ran ads right next to iPhone uh billboards where they said

00:42:40 - 00:43:34

like uh that will wake you up like we will like encourage you to like text your ex at like 2 a.m. And they have these like clever like contextual play off of like the iPhone is in your room and that's a distraction and like we are anti-distraction. And so I thought that was it was clever. It was it was clever and it got sent to me by a ton of people who are not in marketing and advertising and that is means it resonates. Yeah. Yeah. I'm like okay this is fire. And it was interesting because I have a similar

00:43:08 - 00:44:04

hatch experience to you and that like my wife was so excited to buy a hatch when we had a baby doesn't really work. It's like all oddball at best and I feel like that brand should shut down because of what they've done to so many parents in need. But that said if it is the kind of campaign that gets DM'd from real people that has some resonance. Yes. I'll go first here. I think traditional aura ring for me. I I thought it I I made me maybe maybe switch from whoop and then clearly I will be going ring. Wow. Wow.

00:43:35 - 00:44:23

Wow. Unanimous consensus. I I think I'm going to go with friend just cuz I feel like it had the most conversation and impact and even in untraditional. I don't think that any of these Did you order one though? Um yeah, I did. I bought one. Yeah. You're going to wear it? I don't know if I'll wear it but I'm interested in it. Yeah. Yeah. We're going to uh best packaging design. We'll zip through this. David Protein. I'll give the quick uh David Protein has an amazing macro profile. Is the guys

00:44:00 - 00:44:45

behind not Cliff Bar, right? Or is it Cliff Bar? One of those RX Bar. So, they have a unique technology that they then bought the company that makes the technology and excluded anyone else from getting that basically just gives you the highest protein per capita ratio. But you are eating essentially chemical slop. That's kind of like the ups and downs of this. And having it I was like, man, these macros are amazing. I'll happily take them. I am eating like the cockroaches in that movie on the train.

00:44:22 - 00:45:28

Talk more about it from like a aesthetic perspective perspective. No, we see Jacob now David. What's up with all these except for the Roman Empire? David David started first and then Jacob slept with it with like the bib versus [ __ ] fire. I'm not going to lie. Uh we're going to have Goliath soon. But I think I think so I think what's Isaac with Joe play right the the whole like David play his thing is like this is like the the the perfectly crafted protein bar like perfect one so it's

00:44:55 - 00:45:46

like a play on like you know Michelangelo. All right we have the absorption company client is there client client but this was an ashin submission so there's no bias. Yeah I I also I have I have absorption in the in the closet. What you thinking? Uh, electrolyte brand. It stood out to me. Gorgeous packaging, great application for the world of electrolyte brands. Only one or two are going to make it, right? There's 14,000 of them. I have like multiple bro friends who have electrolyte brands, you know. Yes, I

00:45:20 - 00:46:16

think saturated on all CB 10 will make it decently. All right, there we go. That's about 10. Well, butter less saturated than one would think. Uh, Slather SPF. Who put this on here? I put it on there because it was the first website and in a uh so it's an Australian sunscreen brand. Um and if you look at the sunscreen category I was in the pharmacy yesterday and they have an entire wall of products that look either super derm focused or just been around for like 70 years. You know this website is amazing. I I I think the last

00:45:49 - 00:46:42

sun like sunscreen brand in the US that caught my attention was like Sundum and that came out in shum the guys 2008 you know like looks cool but um there's not a lot of like packaging innovation in that space some of them got the gorilla and I was like and then there's vacation and then this next there's actually a few brands come out of Australia um that I think are great and I think they've like made it super fun they have this ownable this is massively Australia coded it is homepage video is amazing

00:46:16 - 00:47:10

it's beautiful yeah I think they make a great content. Uh excellent submission. I had never heard of this. Touche, bro. And and I'm deep in the niche somewhere. This This is why he's the trends setter, you know. True. Um I'm going to pop the Dior charms on here because uh I work a lot in cosmetics as these guys know, but maybe people here know. These Dior uh it's like the 105 lite that I have on here. Sold out. Is super hard to get. And they basically took a a typical holder and they just put a little Dior

00:46:42 - 00:47:32

earring on every piece of cosmetic and it got so extremely like Tik Tok friendly and regularly popular, leveraged the fact that they have this like legacy luxury brand and like women are buying these to like pull them off and put them on other things and it just basically broke the internet in cosmetics which is uh saying something because that's such a widely built category. Did your cosmetics make it into either of your your homes? I know. Or a respectful girlfriend's home. Yeah. Yeah. All right. Okay, now we're going

00:47:08 - 00:47:57

to go to I want to point out like vacation vacation uh sun started with sunscreen has had an arc has brought out all these other products. Now this is their like 3.0. You go into u I spend a lot of time in again cuz I work in cosmetics not like naturally but I'm in Ulta and Sephora all the time. I go every week I'm looking at what's new, how they've refreshed vacation dominates inside these cosmetic stores. It's actually crazy. Even though we know it from like the pool suite era like it was this

00:47:32 - 00:48:17

whole DOC and so they released body mist and body mist is just a absolutely massive category. If you are not marketing anything or if you don't have like teen daughters or any of that like you would you wouldn't know but it is a the Axe body spray era that we grew up with is now like a female facing like just amazing category and so vacation launched body in this with these awesome awesome packaging that uh I just feel like they're just in their zone. Every single thing they've done from the

00:47:55 - 00:48:36

launch and inception all the way to like all these extensions now they probably have about 20 different products are just crushing it and they killed it with these. All right, then the last one in this category saws. I had to add this one. Another client. Another client. I had to add it in there. I I would have put this in there. Great packaging. We have bought it off the shelf because of the packaging. Excellent. Excellent product. And we have this is our our official submission for Lions. So Oh,

00:48:16 - 00:49:00

yeah. We're pulling. So So break that down. So what does that mean for if if they win that? Like how does that You guys did the whole identity for this, right? You guys did everything. So identity packaging. That's a pretty Do you feel like that's a good notch in your cap if that wins? Like how does that work? Sure. So like normally for for agencies like you would come to Lions if you're a submission like and you win like you're a new kid on the block. We've never won a line. So all

00:48:38 - 00:49:21

right. Yeah. I'm hold I think this is an excellent [ __ ] product. I really hope you win. You guys submitted for We submitted for best package. Best package. Yeah. Yeah. So but we come here as like a performance agency and we're like we're just the we're the money guys. You know what I mean? Yeah, we don't this is the international fest festival of creativity for we we got this submission out for packaging. We're the money guys is a flex. I like to hear that. You know what I'm saying? Let's

00:48:59 - 00:49:41

go. Like we'll take your commercial and we'll make it profit. Well, I think they have great packaging and the I think you guys did did a great job. No, no glazing. We like we purchased the product before I knew we had anything involved with it and um everyone's loved it from snackshot down to the consumer. So, good work. Yeah. And Kaboo just backed these guys. So, we're we're thinking big. Let's move this [ __ ] sauce. All right. What are we thinking of the winner? David Bar, All Things

00:49:20 - 00:50:15

Butter, Absorption Company, Slather, Dior, Vacation Saws. Okay, for me, I'll go first here. Slather, just brand new. Haven't seen it. Love what I saw. Truly, I'm going to go I think David Bar is the winner and then Slather is my runner up. But I feel like that's New Bias. I just saw it. I thought it was sick. I don't know. Yeah, maybe I got to Definely New Bias for sure, but like I just gota I just got to go with it. I'm gonna say I mean Bar post Orin's description and

00:49:48 - 00:50:38

explanation I'm like wow I David Bar is the winner for me and I think Saws may even be the runner up just because I like made the purchase from that and like saw my same thing with my wife's reaction like oh like that flavor is interesting and like the package yeah and now they give you the money guys and it created them he will if I win a tiger and a lion we're uh yeah but for that reason alone it's actually [ __ ] it but as a contra actually I'm I'm actually going to give

00:50:12 - 00:51:00

it to Saw Because if you look in that category of tomato sauce, right? You have all these like faux rustic like like rayos like Olive Garden looking, you know, looking things. They're like, "All right, we're going to like flip that convention on its head. We're going to color block and stand out. We're going to like innovate on the flavor profile." And it's like that is like a good formula. And meanwhile, Carbone is higher in the post on Malone and [ __ ] You know, go look at the cells like end

00:50:37 - 00:51:01

caps and Whole Foods. And I'm like, damn. It's like what's good? And I see people like picking it up. All right, [ __ ] run the run the jewels and I need you. Hey, you just got a tiger. Andrew, we doing business.