Episode 32: Bud Light and Barbies Marketing Strategy
01:23:07 | July 1st, 2022
Garrett: Episode 32. Back in the studio.
Brady: After a week off?
Brady: Your vacation was two weeks ago already?
Garrett: Oh, my gosh. Do you need another one?
Scarlet: I’m this close.
Brady: Don’t worry, I’m taking one.
Garrett: No. Brady has enough vacations for this whole company.
Brady: In two weeks. So
Garrett: We don’t vacation shame here, unless it’s Brady. No, we do. We vacation shame. I’ll be honest, there’s some vacation shaming, but not too much. But I feel like this year, this is your most vacations ever, right?
Brady: For me?
Garrett: Oh, you’ve had more?
Brady: Well, the 2019 honeymoon I got engaged. Yep. I mean I went to Japan twice. Right. I went for cherry blossoms when we were just dating. Then I proposed in May, and then we got married in October and went to Japan and Hawaii. Yes, in November.
Garrett: There’s this big narrative that I, or just not even me, just the company, can’t take a vacation. It’s not true. All you have to do is actually be good and get results and you can do whatever you want around here.
Brady: Yeah. Book it.
Garrett: Yeah. Book it.
Brady: Book it and cover your ass while you’re out. Yeah.
Garrett: And get results. Do good work.
Brady: We set up the squad to cover all my work.
Garrett: People don’t believe that in the history of the company, in 10 years, we’ve never denied a vacation request in the history of the company.
Brady: I don’t. Yeah, I-
Garrett: You’ve never.
Brady: I’ve tested it a lot.
Garrett: I would never say anything unless we did a podcast together. Then it’s kind of fun to bug you about it. But other than that, I don’t think it ever comes up.
Garrett: But you’re leaving in two weeks?
Brady: Yeah, next Friday is when we leave.
Garrett: Next Friday. So where are we going?
Brady: We’re going to Maui.
Garrett: Ooh, Maui wowee.
Brady: Mom’s 60th birthday. It’s going to be fun.
Garrett: It’s going to be a blast. Oh, I have a truth I think we got to bring up about that happened in the last show.
Brady: Uh- oh.
Garrett: My wife might have been right.
Brady: The Air Pods. What? You can hear better when they’re in? Is that what we’re talking about?
Garrett: She thought you were an idiot. I asked her about that.
Brady: Are there clips out about that? Is that one of the clips? No, because I got to get into that comment section.
Garrett: Yeah, you got to stand up for yourself. Oh no. But she was like, yeah, having the ear. No, she actually had your back for a sec. She’s like, but he turns them off though, right? I was like, yeah. And I’m like, does he take one out? I’m like, no. And she was like, so I think people have your back almost. I think you’re close. I think society is almost keeping Air Pods in though. You might be on the right side of this argument for once.
Brady: I’m with the trend.
Garrett: Yeah, the Gen Xers, man. The new kids on the block. But I think what’s happening, this is my take. I don’t really know. I have my old Air Pods still. The new ones-
Brady: Gen one?
Garrett: No, no gen twos. I have the gen twos.
Garrett: But I thought they were the gen ones.
Garrett: If you open them up, you can see the serial numbers. They matched, so here’s what I think happened. I think when Apple launches a new product, okay, so if you think about the Air Pod Max Pros. Now, I’m just guessing here, but I might not be wrong. They’re the new Air Pod Max Pro, the over ear ones.
Garrett: Those you cannot get in store, so they’re not advertising. I think the Air Pod Pros, when they launched, they immediately had so much demand that they couldn’t meet the supply, so they didn’t advertise it. Now I think they’re advertising it like crazy and Scarlet, you were able to book it and buy it and deliver it same day. Correct?
Scarlet: Literally on the podcast.
Garrett: You bought it on the podcast and got it to my house by the time I got home.
Garrett: My point is, I think they only use advertising dollars for incremental sales, which would be very smart. In other words, if you already have all enough demand to sell out your supply, why run ads?
Brady: Yeah, why add costs?
Garrett: And then when you do the ads, everybody would think, oh my God, there’s new Air Pods. I wouldn’t think that.
Brady: Of course not.
Garrett: You wouldn’t think that.
Garrett: No one on this show would’ve got confused by that. But apparently advertising works. So, hand up. I was wrong. Publicly want to just say that. Got to eat that one.
Brady: Yeah, and the ad was vague. It was interesting. Usually Apple’s like, Air Pod two, Air Pod three, iPhone 14. That ad was very vague, and even on the site-
Garrett: I know. Thank you Brady. Thanks for having my back on this.
Brady: I got you.
Garrett: Scarlet, can you search something? We’re going to do a new tab because this is what she kind of did, too. Release date of Apple Air Pod Pro second generation. Yeah. See that hurt. That hurts.
Brady: Yeah, that’s been out.
Garrett: Yeah, that hurts. She was right, and they didn’t advertise it because they didn’t need to and then, but they advertised it hard right now. I was very convinced these were the new Air Pods.
Brady: But you need them anyway. Right? It’s just the second pair you got her. She has the same, because weren’t yours broken, even though they were gen two?
Garrett: Mine, I needed new ones anyway. Correct. But I don’t like to replace things with the current-
Brady: With the same thing.
Garrett: Never. Never.
Brady: That’s what you told-
Garrett: I would probably be… I don’t think I had a solution. I needed them anyway.
Brady: Yeah, yeah.
Garrett: To your point. Because I didn’t have another pair and people couldn’t hear me. I use them all day. No, I got Tanner some, too. So Tanner got some.
Brady: Oh yeah. Tanner was the second pair.
Garrett: Yeah, I bought him the second pair.
Brady: Does he have two gen twos now or was that another inaudible.
Garrett: No, he washed his, the same thing.
Brady: It’s because you take them out and put them in your pocket while you talk to people. That’s why you both wash them.
Garrett: Now I just want to say, is it my responsibility to take my… Yeah, it is. I know, I know. Scrubs his face over there. I feel like you can always check the pockets, you know? A little tap.
Brady: My issue is receipts and paper. I’ll leave it in.
Brady: Because I’ll check the pockets, Lindsay has pens in her scrubs.
Garrett: You still do all your own laundry, right?
Brady: Yeah. We just share it. Lindsay has pens in her scrubs and I got to make sure I catch that, because a pen in the wash would be detrimental.
Garrett: I heard a lighter in the drying machine can catch fire.
Scarlet: I found this on the web.
Garrett: What’d you find on-
Brady: Let’s see.
Garrett: What’d you find on the web?
Brady: Let’s see if that’s true.
Garrett: What do we find on the web?
Brady: It shows nothing. Okay. I have a ring notification Snapchat and podcast.
Garrett: I was wrong. She was right. Story of my life. What are we going to talk about after with Chelsea today? You got a good one?
Brady: Yeah, I got a Netflix one, but to get here, if you want to click on your third tab, I found this link just when doing some research and it shows the top ads per quarter inaudible back to TV.
Garrett: Measured by what?
Brady: They don’t have the deep description on it, but at the bottom of all these it says it’s based on a ratio of paid views and organic views.
Garrett: Whoa, whoa. No, I’m going to read it out loud.
Brady: Who got the most amount of money.
Garrett: No, no, no. I’m going to read. It says right here, ” The ranking is determined using some of YouTube’s-“
Brady: “Strongest signals.”
Garrett: “Signals of viewer choice.” Okay. Black box. ” Including factors like,” that is such a black box statement. ” Including factors like watch time, views, and mix of,” so these are the just the most advertised videos.
Brady: People with the most money.
Garrett: Okay, so the people with the most money, who spent the most money on YouTube, are now the ones who do the best ads.
Brady: I think the view rate and the organic is how they make it not just the deepest pockets. But I like this ad because-
Garrett: I don’t see any small spenders on here. Do you?
Garrett: I just want to make sure we read these brands out loud just to see if it has anything to do with the amount of money they give to YouTube. Not that it would, I would never assume YouTube-
Brady: Oh, World Cup. Who knows about that?
Garrett: Yeah. Netflix, Apple, HBO, Disney, Adidas, Peacock, eBay, Google, Walmart, Patagonia.
Brady: Dang man. They went with a lot of independent brands there. Yeah. Focus on creativity and-
Garrett: Smaller budgets that made the most out of it.
Brady: Yeah, I wish… I was diving around the site.
Brady: They have a connected TV version, but to your point, it’s all massive brands. You can’t find those niche manufacturers who just have a really good ad and are making good traction. Performance isn’t tied into it. Top earners on e- commerce.
Garrett: Yeah, they used to do this-
Brady: And that’s where you could find a really cool product.
Garrett: They used to do a ranking site for agencies and then they ranked them by the ones who had the most followers. I was like, okay. It was Ogilvy, one.
Garrett: Because they had the most followers on Twitter or something. I was like, well I don’t know if that’s how I would rank agencies. I don’t know if this is how I would rank commercials, but let’s-
Brady: It’s a ranking nonetheless.
Garrett: Wednesday, which I never heard of.
Garrett: You told me how-
Brady: I don’t know how you-
Garrett: What is Wednesday? That’s a day of the week.
Brady: It came out in fall. Past Halloween, which I thought was interesting. Maybe that’s because Stranger Things dominates Halloween.
Garrett: Whoa, time out. They didn’t really these the scary movie-
Brady: It’s not like a scary movie, but it’s very Halloween- esque.
Garrett: That’s a hand with stitches, dude, that’s walking around on the street.
Brady: Yeah, that’s Thing. Or It. What is it? It’s Thing.
Brady: Yeah. You know Thing.
Garrett: No, I have no idea.
Brady: This is Addams family. It’s Addams, Wednesday.
Garrett: The Addams Family. Isn’t that the Addams Family?
Brady: Yeah, that’s what this is.
Garrett: But that’s from the sixties, right?
Brady: It’s Wednesday Addams, yeah.
Garrett: Sixties, seventies. Peter, as our resident genius.
Peter: Yeah. I think it was the 19, I want to say fifties, sixties.
Garrett: It’s got the bolt in his head?
Brady: That’s Frankenstein. I don’t know if he’s featured.
Peter: No, not really.
Garrett: No, there’s a bolt in the head, I think, on the Addams. Yeah. Scarlet, have my back on this. I want to see. There’s-
Scarlet: I don’t know how much I can have your back on this.
Garrett: No, try to have my back.
Brady: You mean the bald guy?
Peter: Oh, is it the driver?
Garrett: Yes. Yeah. There’s somebody in here with a weird head that has a bolt or something.
Brady: It’s Uncle Fester.
Garrett: Can I see it?
Brady: He’s a bald guy.
Garrett: Did you guys see the Dalai Lama tried to lick this kid’s tongue?
Brady: I did read about that.
Garrett: That is so bad. Sorry just a little-
Brady: Well, he said it was like, “I like to have jokes even in public, even behind cameras.” That’s a weird joke.
Garrett: That’s not a-
Scarlet: Are you talking about this guy?
Garrett: Yes I am.
Scarlet: That’s their driver.
Garrett: Now that I’m wrong.
Scarlet: And he looks like Frankenstein.
Garrett: Yes, that is who I’m talking about. He had a square head. I just remember a square face. So that guy’s who?
Peter: Lurch the butler.
Garrett: Okay. Is Addams Family popular? Do people-
Brady: It is now.
Garrett: Did you watch the new one? Is that why?
Scarlet: I did watch Wednesday.
Garrett: And you watched it.
Brady: I watched Wednesday.
Garrett: And you watched it?
Garrett: I’ve never heard of it. Some ad campaign. All right, let’s keep going. I mean, it worked.
Brady: It was the number one ad Q4 2020.
Garrett: Good point.
Peter: I know it’s Tim Burton who made this one.
Garrett: I never watched it.
Brady: That’s what got Peter. That didn’t necessarily get me.
Garrett: Tim Burton’s the guy who did all the character movies that I never watched growing up, right? I’m guessing.
Peter: He did all the Nightmare before Christmas and the original Batman eighties films.
Garrett: He did the eighties Batmans.
Peter: That was his big breakthrough. And then, he tried to do all-
Garrett: But I kind of like the new Batmans.
Peter: The weird things like Edward Scissorhands and that kind of stuff.
Garrett: Okay. I’ve never really seen any of this, so I guess I am outside of their audience. But let’s watch your ad. Wednesday.
Scarlet: Does he touch the donuts? What the fuck is this?
Garrett: What the heck was that?
Brady: The reason-
Garrett: Why is the hand so big? I feel like the hand was too big to be scary. Did you notice everybody got scared but then immediately realized it wasn’t real?
Brady: Well, it was a robotic hand.
Brady: I mean it’s-
Garrett: It’s too big.
Brady: The CGI version. It’s not like that’s the version.
Garrett: What? I’m not allowed to have complaints about the size of the hand, Brady?
Brady: I’m just going to defend my ad.
Garrett: What ad? It was just a hand running around New York.
Brady: The reason why I liked it-
Garrett: What does the hand have to do with the Addams family? There’s like a-
Brady: That’s one of the main characters.
Garrett: That’s a character?
Brady: Thing. Yeah, Thing went to boarding school with her and is helping her out.
Garrett: The hand.
Brady: Yeah. A part of the family is the hand.
Garrett: From the old show, too?
Garrett: The hand has always been around, and I just have zero exposure to the Addams family.
Garrett: Okay, so then can I challenge the ad?
Garrett: If you don’t know the Addams Family already, and you theoretically weren’t already going to watch the show because you know the hand and you like the Addams Family, and they haven’t done a reboot in 70 years, why would you make the whole ad something someone like me doesn’t know? I’m just asking.
Brady: I think you might be the minority in this.
Scarlet: I do have to say-
Brady: Focus group.
Scarlet: I never watched the old Addams Family, so I get your point. Because I was like, I’m assuming that something with Addams Family has a hand in it.
Garrett: Well, it’s the most inanimate of the characters in the show, is all I’m challenging for a second here.
Garrett: In other words, because the Addams has a whole family, right. Of humans-
Brady: And Cousin It which, I don’t know what Cousin It is.
Garrett: And there’s no plot development. There’s no anything. It’s just a hand going around New York for shock factor.
Brady: Yeah. That’s what I like, is they made it a YouTube prank video.
Garrett: It is, though.
Brady: Or YouTube ad. Out of all the videos on that top list-
Garrett: It was number one.
Brady: They were the only one who actually didn’t just run a typical trailer, is they did a YouTube prank style.
Garrett: Which I love. I don’t want to talk crap on all of that. Jenna Ortega, she’s been famous. I think she’s dating someone. I saw this came up.
Brady: Well, she’s blowing up because of Wednesday.
Garrett: That’s where, because I think I must have saw her with somebody famous. I forget who it is. But it came up on my feed. I think it was an athlete because that’s usually my crossover.
Brady: Not Keith Davidson.
Garrett: Maybe. Who knows? Probably.
Brady: I’ll just put my money on that.
Garrett: But okay, so now I know that she got some award. Is that for this?
Garrett: Oh my goodness. But why Wednesday, when you have the Addams… See, there’s no, me? I know the Addams Family. Do you get what I’m saying? I have heard heard of the Addams Family.
Garrett: But I didn’t know the hand, and I didn’t know the Wednesday, and I never connected the dots, and I did see this lady, Jenna Ortega, won a bunch of awards.
Brady: Yeah, so the show’s all about her. It’s all about Wednesday.
Scarlet: It’s like a spinoff.
Brady: Of the Addams Family. She goes to this boarding school-
Garrett: Her name’s Wednesday.
Brady: All for rejects and supernatural people. That’s her name, is Wednesday.
Garrett: So it’s the X-Men. Did she go to a boarding school for rejects?
Brady: I’ve never seen the X-Men.
Garrett: Time. Now wait, you’ve seen the Addams Family, not X-Men?
Brady: I mean, next time X- Men is in the top 10 on Netflix, I’ll watch it, but…
Garrett: Oh gosh. Okay. Yes, the entire premise of X- Men is a bunch of people that go to a boarding school.
Brady: I did not know that.
Garrett: With supernatural abilities. Am I missing something there, Peter, or that’s the entire premise?
Peter: Yeah, that’s correct.
Garrett: Okay, so is Wednesday the same as X- Men or not at all?
Brady: It’s like Harry Potter X- Men.
Peter: It’s very similar. Very similar. Yeah, it’s kind of like a cross between Harry Potter and X- Men.
Garrett: Okay. Would I like it, guys? Should I watch it? Is it scary?
Brady: No, it’s not scary. I don’t watch scary movies or shows.
Garrett: But then why have a scary hand going around? Scary. I mean, if you want me to advertise inaudible.
Brady: There’s a couple jump scare moments for sure.
Brady: But no, I discovered it through that top.
Brady: Then I obviously liked the show.
Garrett: Then you were doing your research for what are your ads going to be.
Brady: I liked how it was kind of like a YouTube prank style video, even though they didn’t get the style too right. It was too high produced.
Garrett: What if, Brady, you just searched top ads on YouTube.
Brady: That’s how it started.
Garrett: Found the top list and then clicked on the… Isn’t that the number one list on the number one query?
Brady: I mean I’ve never found that page on YouTube.
Garrett: That’s true.
Brady: I was looking at connected TV, and everything did seem just too generic.
Garrett: I do like the ad from your angle of what you said, which is, it is a ad on YouTube, done in a style of a YouTube video. I think that’s brilliant. But if Jenna Ortega is the main character… Is she attractive?
Garrett: They didn’t lead with that at all. You never even saw her face when they showed her on the back.
Brady: But that’s like, that’s her vibe in the show isn’t to be attractive.
Garrett: Well, I know, but this is-
Brady: She’s an outcast and people are afraid of her and think she’s weird. The prank was all a dismembered hand walking around.
Garrett: Yeah, nobody… What I did like about the prank was they made sure all the reactions of people were immediately funny afterwards. Which I thought was really interesting.
Brady: Yeah. Except for I guess that little girl was-
Garrett: Yeah, that was the first one.
Brady: The first one to scream, to capture the first two seconds.
Garrett: Correct. But then after that, they didn’t make it come across as too scary for you to watch if you wanted scary movies, which I do agree with. Which I thought was really clever. My two thoughts during it were, wow, that hand is abnormally big, so people aren’t scared of it. This is how my brain… This is what I thought. The second thing-
Brady: I mean, they made a robot. I just thought they tried to make it as realistic as possible, but in the end of the day they made a robot just for this ad.
Garrett: Fair. The second thing I thought was it’s very clever of them to make everyone laugh and smile afterwards once they get scared.
Brady: Yeah, it was fun. It was-
Garrett: Correct. It kept it fun.
Garrett: I think it flipped off the birds, which was kind of funny, too.
Brady: The nun stuck her tongue out.
Garrett: So how does the hand talk?
Brady: It doesn’t. It has sign language.
Garrett: The hand doesn’t talk. Okay.
Brady: Yeah, a little A, B, C.
Garrett: So what does it … So is her superpower the hand?
Brady: No, the hand is just a family member that they left to keep an eye on her, that doesn’t have eyes.
Garrett: Is the Addams Family… Oh, what is it? I don’t get it. Is it just a joke? Is it a normal family but through the premise of being scary?
Brady: No, there’s supernatural stuff. I’m trying to-
Brady: Does Wednesday have powers? I’m blanking on-
Scarlet: She has those visions. Oh yeah, she has visions. That’s her raven vibes.
Garrett: So she’s the same as, who’s the lady from the chess movie? You know what I’m talking about?
Brady: Chess movie?
Garrett: She’s the chess prodigy.
Brady: Oh yeah, I remember the scene where-
Garrett: She has visions, too, because she’s playing up above the bed.
Brady: Queen’s Gambit. Yeah.
Garrett: Yeah, I love that one. Queen’s Gambit was a great one.
Brady: That was good.
Garrett: All right. Well no, I do like the ad. I just thought, I mean, Ed Brady, it has some mic. I guess the reason it’s cool is for the reasons that it’s completely the opposite to these others. Same point. If you don’t know the Addams Family-
Garrett: And they don’t mention the Addams Family anywhere. Do they? In the very beginning. Can we watch the very beginning again? I want to see if they do mention the Addams Family because-
Brady: No, it’s just…
Garrett: Because there’s a hand, right? It starts with a hand. Hit play. I just want to see.
Brady: It does the screen tick first.
Garrett: In the very beginning it has a little cut scene, I think.
Brady: That’s her letting him out of the suitcase.
Garrett: Oh yeah. They say New Yorkers can’t be shocked. The scream is pretty good. I do like it. To your point on that first six seconds, that first six seconds is amazing from the context of the-
Brady: Knowing that it could be a bumper ad format so people could skip.
Garrett: Correct. That part’s really cool. I just don’t know, just straight up, why you would do an ad that’s entirely cope. I guess because they want the first adopters to be people who already like the Addams Family.
Garrett: You know what I mean? Because someone like me would never be able to watch this from this ad, because I wouldn’t know what the hand… I literally do not know what that hand is.
Brady: Which is why you then want to watch it. Right? What’s up with this hand?
Garrett: I don’t know if the hand is compelling enough to make you want to watch the show.
Brady: I think this ad was after. It was when it released, so this wasn’t leading up to it. It doesn’t say out November 10th. They dropped this as the show was dropped.
Garrett: It’s a crossover ad. It’s if you already like the ad. Mine’s a crossover ad, too. My reaction to this ad will be actually kind of somewhat similar to your reaction to the ad I’m going to show you.
Brady: We’ll see.
Garrett: Which I think is kind of unique conceptually, in the sense that ads that appeal to us, ironically, are because we fit an ICP that they know. I don’t know if that drives incremental sales, which is my only weird part of this whole thing. This ad you’re going to watch right now, I would argue, does nothing from incremental sales either. I’m realizing my ad that I like is guilty of the same ad that you like is guilty of, in the sense that it appeals to our already foundational knowledge of the thing you’re advertising. It does nothing to drive a new audience. Because that ad does nothing. Wednesday? No mention of the Addams Family. I don’t know what the hand is. I literally couldn’t even watch it, just from watching the-
Garrett: I couldn’t have been a viewer of Wednesday from that ad any more than you might be a viewer from this one to a certain extent.
Brady: Yeah well, the Wednesday ad, it has over 30 million views on it.
Garrett: Which is crazy. There’s probably over-
Brady: And it was one of the biggest shows. That’s kind of the-
Garrett: But no, I think… No.
Brady: I just figured that ad had to play a part in the success, but I’m curious if that ad doesn’t exist, would Wednesday have the same amount of hours being watched?
Garrett: Yes I do. Well, no, I don’t think that’s the way to look at it. I think the way to look at it is, do 30 million people already know of the Addams Family? I would say yes. That ad is perfect for those 30 million to get from apathy to action. Because you need… Think about if you’re going to do this reboot. It’s a reboot, right?
Garrett: So logically you’re the studio, you’re doing a reboot. Who’s your primary audience for a reboot?
Brady: People who are already fans.
Garrett: Correct. That ad is perfect through that context. Now, I looked at it through the context of, I’ve never seen the Addams Family. I don’t know what the hand is, and I’m totally lost right now. Right?
Garrett: But contextually, the brilliance of the ad is if you’re going to advertise and you have a limited budget, there’s two ways to look at this. I think, and this is something we don’t want to ever talk about advertising, but we definitely should, is do you spend, let’s say, the$ 10 million or the million dollars. Let’s say a million. Let’s say that was a million dollar ad. Do we spend the million dollars promoting to the audience that’s most likely to watch our show? Maybe we get them, maybe we don’t if we don’t run the ad.
Garrett: Or because they already follow our Addams social or they’re already on some subreddit or, you know what? They’re already somehow connected to us in some way. Or do we run an entirely different type of ad that gets people who are generation Xers or new people, young people who never heard of the Addams Family, to then become interested in the Addams Family. I would argue 99.9% of the time people are choosing to advertise to the people that already know them, to then remind them that there’s a reboot.
Brady: Yeah. The Addams Family, it’s so old that I’d say probably 90% if not more, the people who watched Wednesday couldn’t name the members of the Addams Family. I’m sure a high percentage knew about Thing.
Garrett: These two could.
Peter: Well, there was also the two nineties movies. That’s how I originally started watching.
Garrett: See, there’s more to this story where people know about this Addams stuff that I just don’t know about.
Brady: I guess I remember them from my childhood.
Garrett: That ad was to Addams Family fans. That ad was not-
Brady: Yeah, you had Thing.
Garrett: You had to know what the hand was.
Garrett: The entire ad was the premise of you knew this hand.
Brady: Yeah, but even if you didn’t know the hand, you could look at as just like, someone built a hand robot.
Brady: To freak people out in New York.
Garrett: Yeah, but what’s the last scene then go to the last scene. What’s the call to action? Let’s just go. I agree with what you’re saying. So let’s say I get to the very end, and I get to here. I don’t know who that girl is. Remember I don’t know what this show is, truthfully. Then it says, Wednesday, then what?
Brady: Then only on Netflix.
Garrett: I mean, I would never know that it had anything to do with the Addams Family. It’s an inside joke.
Garrett: Because they never mentioned the word Addams Family once in the ad.
Brady: I remember when it was-
Garrett: You know what I’m saying? I literally have no idea what that is.
Brady: When the show was buzzing, I was like, Wednesday, what is that? Then someone explained to me like, oh, Wednesday Addams is the daughter from the Addams Family. It’s about her.
Garrett: Do you think they could have done better if they ran that same commercial with just mentioned? If we go back two seconds, just two seconds on that. Just that. I’m just curious what you guys think, so go a little farther forward for me. Just that screen, yeah. Wednesday, the Addams Family in a small font below Wednesday.
Brady: Or even the song, because you knew you even rattled out the song.
Garrett: The Addams Family. Yeah, I know the song.
Brady: They could have incorporated more.
Garrett: I literally never knew. I’ve been on Netflix, I had no idea. Just so you know, this is completely earth shattering to me. Wednesday and Addams Family, same thing. Which is kind of crazy. 37 million views is a lot of views. You said they ran after Halloween?
Brady: Yeah. This came out after Halloween.
Garrett: Because they probably didn’t want to compete with-
Brady: Stranger Things.
Garrett: Yeah, Stranger Things.
Brady: I think is why they do that. But in the Netflix tab, it was in the top 10 for 18 weeks. This show just dominated.
Brady: This is showing November.
Garrett: Oh, nice.
Brady: This is the week after it came out.
Garrett: Oh yeah. This is a pretty good show. You guys liked it? Everybody liked it? Should I watch it?
Scarlet: Yeah. I liked it.
Brady: Harry Potter vibes for me. Mostly.
Garrett: I’ve never seen Harry Potter that.
Brady: Oh my gosh, really? How dare you get on me about-
Garrett: Everybody, what the heck is it? You have daggers in your eyes.
Brady: You turned on me on X- Men, and then you say something like, I’ve never seen Harry Potter.
Garrett: Well, I have. I’ve seen it. When I first dated Myra, she gave me that same look, and then I watched two seasons or two movies, and I never got past that. There’s a lot more than that, right? I saw him play Quidditch. I know the basic concept. I know his name’s Harry.
Brady: Yeah. Golden snitch.
Garrett: Then there’s the angry, there’s the Voldemort.
Garrett: And there’s multiple houses.
Brady: Shouldn’t be saying that name, but sure.
Garrett: Voldemort Voldemort Voldemort.
Brady: That’s Beetlejuice.
Garrett: Beetlejuice Beetlejuice. Yeah, all right. Well, whatever. I got to get out there more.
Brady: I haven’t seen a lick of Star Wars, if that helps.
Garrett: Or X- Men?
Garrett: Those are more like… Oh, whatever. All right. Here’s my ad. Okay. Weirdo. We’re unqualified from a basic social awareness standpoint to have a podcast. Half of our show is just being like, you didn’t know what?
Brady: Out of the collective group in the room, we got a lot covered.
Garrett: We do. We got… Our producers are exponentially helpful. All right, you ready? Yeah. This is Wrexham on AFC. They’re a show on Hulu. Ryan Reynolds and Rob McElhenney bought a team in Wales, oldest football team in the world, oldest stadium, and they’re doing a docu- series on it. It’s really dope. Have you seen it at all?
Brady: I haven’t seen any of it.
Garrett: Okay. I love these types of-
Brady: I know about it. I haven’t seen it.
Garrett: I love documentary style shows and then anything related to soccer.
Brady: What’s the NFL one? Hard Knocks.
Garrett: Hard Knocks. Yep.
Brady: Yeah, that was cool.
Garrett: This is more, a little different, because it focuses on the community and the owners, too. I’ve never seen a show take the angle of the owners.
Brady: Ted Lasso?
Garrett: Well, that show’s about losing.
Brady: That’s true.
Garrett: I hate Ted Lasso. It just-
Garrett: Everybody worships this guy as the world’s greatest coach and they get relegated. It’s a crazy-
Brady: He’s just really depressed. That’s why I don’t like it.
Garrett: Yeah, I don’t know. Everybody’s talks like, what a great leader. What? No, he loses. Everybody on that team makes less money and loses their job because they get relegated, and then they celebrate him as a coach. I have a big problem with that.
Brady: I just think it’s a sad show, but it’s not seen that way.
Garrett: Yeah, whatever. I agree. I do agree with that take. All right, you ready? So this is, they’re promoting their new show.
Garrett: A new season. All right.
Rob McElhenney: I can’t believe we’re about to talk with the Sir Alex Ferguson. Arguably the greatest football manager ever. He’s won 13 Premier League titles.
Ryan Reynolds: I know. I know. I’m super nervous.
Garrett: It’s called foreshadowing. See that? Now you know who he is.
Ryan Reynolds: I hear he’s a master intimidator.
Rob McElhenney: Ryan, he’s way past that part of his career. Besides, we’re playing a friendly match. I’m sure it’s going to be-
Ryan Reynolds: Oh. Hello. I don’t why I’m yelling. Hello, Sir Alex. It’s an honor to be speaking with you today, sir.
Rob McElhenney: Yeah, Sir Alex, we are truly grateful that you agreed to help announce the match between Wrexham and Manchester United.
Ryan Reynolds: Yeah. What did I tell you? Mind games.
Garrett: Are they on mute or something?
Rob McElhenney: Sir Alex, we can’t wait to see all the Red Dragon and the Red Devil players in the pitch together.
Ryan Reynolds: Yeah, we think that fans of both clubs, they’re really going to love it. No. No.
Rob McElhenney: What’s he doing?
Ryan Reynolds: Living in our heads rent free.
Rob McElhenney: I don’t understand what’s happening.
Ryan Reynolds: I got this. I got this.
Rob McElhenney: What should we do?
Ryan Reynolds: I got this. Sir Alex, we would love to talk more about the big match happening at Snapdragon Stadium in San Diego on July 25th. But Rob here has a hair appointment in Beverly Hills. He has to get to it right now. So the schedule’s inflexible for that. Thank you sir. We appreciate you. Bye.
Rob McElhenney: Wait, what was that? What?
Ryan Reynolds: I panicked.
Rob McElhenney: That was terrifying.
Ryan Reynolds: Yeah, I told you, a legendary intimidator. Lives right up here.
Speaker 3: How’d the call go with Ryan and Rob, Sir Alex?
Sir Alex Ferguson: They were on mute. Never heard a thing.
Garrett: Now, the reason I love that one, is how boring is it to try to announce a match, and the opposite of the Wednesday film, they made sure you understood who Sir Alex Ferguson was before they introduced-
Brady: Yeah, it was well written, the way they…
Garrett: Yeah. So what do you think about it?
Brady: I liked it. That had nothing to do with the show.
Garrett: Yeah, I was wrong about that. I forgot. Sorry.
Brady: That was for a local… Do you think that was a local ad? It was in San Diego. Did you see that ad in the wild?
Garrett: I saw it everywhere. Yeah, yeah, yeah. Because I follow all of the accounts that follow advertising on social. I like to see… I saw it on Ad Week, I saw it on those places, and I saw it also on Twitter. I follow Wrexham. I saw it also on the football, soccer, social aggregator accounts. Just Football 24/7, that, whatever. I saw it everywhere, actually. But I did forget that it wasn’t for the show, but instead the match against Man United on their USA tour.
Brady: Which is crazy.
Brady: Because there wasn’t any clips of football being played in that ad.
Brady: To promote a game. I don’t think that’s ever been done.
Garrett: I don’t think so.
Brady: To promote-
Garrett: No, it’s just so cool. That’s classic Ryan Reynolds. I thought there were some other cool things about it, too. If you noticed, it’s Wrexham is the source code. 129,000 views, say 13 days ago. Wrexham. The video is from Wrexham. So watch, go click on the Wrexham link there. See if you can click on that. All caps. Maybe just go to Wrexham. Let’s see if we can go to their YouTube channel.
Brady: Do you think it’s that. This is Wrexham.
Garrett: I don’t.
Brady: That’s probably not official.
Garrett: No, I think it’s Wrexham FC YouTube or something like that. No. We go to a account? Do they let us set filters?
Brady: Yeah, if you go to filters, you can do channels.
Garrett: Channel, you want to type.
Brady: The second column. Yeah.
Garrett: There you go. Right there for me. I want to see this real quick.
Speaker 3: So Rob, Brian-
Garrett: Hit pause. Let’s go down, let’s see if we can find the… I was curious. Keep going. I know. Okay, so I thought it was interesting that the video is obviously made by Wrexham, but the ticket sales were done on United. It says to me that’s in partnership. If you see that video, it’s obviously Ryan Reynolds and Rob making the video. That is not done by Man United’s team. There’s no way.
Garrett: But the ticket sales are on Man United’s website. I just thought that was clever and interesting. It’s to promote Manchester United tour, but Wrexham is obviously, Wrexham is a no- name team, three or four divisions below United. This is a big deal for Wrexham to get to Play United. They would only traditionally play Manchester United in the FA cup, which is where it’s an open tournament where any division of league in the United Kingdom can play. It’s pretty cool. Wrexham actually did make it pretty far in that tournament, actually. They were playing teams they would never get to play in that tournament. Now they’re playing Manchester. Wrexham AFC playing Manchester United on their USA tour is hilariously cool. You would never-
Brady: Are you going to go?
Garrett: Heck no, because it’s a terrible game. But for people who are new to soccer in the US, who are getting into soccer because they’re watching this Hulu show?
Garrett: They’ll go because they’re Wrexham fans.
Brady: That’s right.
Garrett: Even though Wrexham sucks. Wrexham’s doing good this year for who they are, but they’re not going to beat Manchester United in a real game. Maybe exhibition, they got a chance. But it’s an exhibition game, off the allure of Ryan Reynolds, Rob McElhenney, and their Hulu show. I just thought it was a really clever promo that I’d never seen done like that. Then they use Sir Alex Ferguson, who’s a legend of Manchester United. That’s the whole tie- in.
Garrett: But I thought it was good.
Brady: Yeah, it was entertaining.
Garrett: Entertaining, and I thought it was well written in the sense that they’re able to get all their information into the ad.
Brady: Yeah, this was going to be for announcing this on July. Yeah, they do such a … I mean Ryan, specifically, that’s his style.
Brady: Because it seems natural. It’s a cut take they’re doing, they’re going to redo it, but he’s announcing everything that’s that’s happening.
Garrett: That’s your advertising jealousy.
Brady: I like it.
Garrett: Now there’s advertising going viral today.
Brady: Yeah, there’s been a few things.
Garrett: There has. Primarily Bud Light.
Brady: I was going to joke and say attribution. Primarily Bud Light.
Garrett: I’ve always been a Coors Light guy. I just want to first say that. Anything I say is bias towards Coors Light.
Brady: Same. Still am.
Garrett: A couple more ads, huh? Let’s full screen that maybe. I’ll give a little more context. I don’t know all the context. Brian was talking about this at lunch with Brady. As a general note of thumb, Brady and I are apolitical. We don’t actually care about politics. I am a centrist who thinks that both sides are dumb and both sides are smart, and each in their own unique ways. But what I do like to do is critique advertising even when it involves current social justice type issues, which I think is fair to do. What we want to do on the show is take a apolitical viewpoint on what Bud Light is doing, because they are going viral right now. Now I did not know why they’re going viral, so here’s my context of the story, which is kind of funny. I just saw this interview. I hopped on Twitter this morning and I saw this lady interview with one of the most… Just her whole vibe and the drawings behind her taped to the wall. It’s just, to me, too funny. The context of, I was just thinking, okay, I’m in charge. Because remember Bud Light’s a part of, I believe, Anheuser- Busch holding company that has a ton of other brands. Now, one of the cool parts of being a holding company is you can isolate your brands to individual personas from which they resonate with. You can still have macro brands. I would say Bud Light is a macro brand. In other words, it can have multiple personas that are all aligned because it’s a low cost option.
Garrett: It’s got low calories, low cost, and it takes like warm pee, but we all love it. Primarily we love it because we grew up drinking it. Sometimes underage, sometimes right when we were 21, at parties where we were playing beer pong or binge drinking in America. Let’s just call it spade a spade. Bud Light is a binge drinking beer that when we were growing up, it was Bud Light or Mike’s Hard Lemonade, and nobody wanted to get iced, which was vodka Smirnoff Ice.
Garrett: You’d have to get on one knee and drink a Smirnoff Ice and there was no such thing as seltzers. And if there was, as a dude, you wouldn’t be caught dead drinking one. That’s kind of, frankly, college for 99.9% of males and even women, I would say.
Brady: And Keystone.
Garrett: Keystone, yeah.
Brady: Keystone Ice and mix.
Garrett: Yeah, any cheap beer. Coors Light, Natty Light, Bud Light. There was cheap beer that we would drink because that’s what we could afford, that we’d play beer pong and flip cup with. There’d be one Smirnoff Ice that you’d hide somewhere in a fridge as a joke, and you’d get iced. But nobody drank seltzers back then.
Garrett: Am I missing something?
Brady: No. Even Coronas.
Garrett: Peter, it’s a pretty accurate representation of us growing up. Okay.
Brady: Corona was too fancy.
Garrett: Corona was too fancy. We couldn’t afford Corona, Pacifico. If we did, those were the nice beers. You definitely didn’t use them for the games.
Brady: Yeah, first day of summer, little celebration.
Garrett: Yeah, maybe a little darty, little day party, couple of Pacificos you would sip on, but you weren’t playing beer pong with the Pacificos.
Garrett: Now, they’re trying to reinvent themselves. Apparently Bud Light sales are down. I know nothing about the branding. Apparently there’s more to this, Brady. Apparently Bud Light’s doing some pretty edgy, I guess, given their current demographic… they’re trying to change their demographic. Correct?
Brady: Yeah, they’re doing a pretty large repositioning all the way from the branding of the cans and just trying to make a quick switch.
Garrett: I have not seen any of that. I have zero exposure. I’m going to have Scarlet look it up for me in a second. I still haven’t looked for a reason, but I did just see this interview and I chuckled. I thought we should talk about it because it was going viral. So let’s watch the interview.
Bud Light Ad: I think number one, I’m a business woman. I had a really clear job to do when I took over Bud Light, and it was this brand is in decline. It’s been in decline for a really long time. If we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light. I had this super clear branding, it’s like we need to evolve and elevate this incredibly iconic brand. What I brought to that was a belief in, okay, what does evolve and elevate mean? It means inclusivity, it means shifting the tone. It means having a campaign that’s truly inclusive and feels lighter and brighter and different and appeals to women and to men. And representation is at sort of the heart of evolution. You’ve got to see people who reflect you in the work. We had this hangover. I mean, Bud Light had been kind of a brand of fratty, kind of out of touch humor. It was really important that we had another approach. But anyway, listen, I’m not going to pretend that there isn’t so much more work to do from a business results perspective, and of course from a representation perspective. But I feel like you have to put your money where your mouth is when you’re trying to evolve a brand, and elevate it, and bring in new consumers. That’s been incredibly important to me.
Garrett: Me. Okay, let’s hit pause real quick. Now, if I was Coors Light and I designed a villain to take down my number one competitor, they would look … It is almost too on the nose. The whole aura, the whole energy is just a hilarious hiring decision. If you’re Bud Light, I’m not going to lie. Just watching that, I was like, wait, what? Because she said we have to have a brand that appeals to both men and women. I would argue she doesn’t have a ton there that appeals to men of her whole thing that we got to just get a glimpse of. Now there’s a lot of assumptions we’d be making there.
Brady: Yeah, and those younger demographics, I think, was the general, which… for a while I’ve seen them, Post Malone is a big promoter of Bud Light. I don’t know if that was by his choice or sponsorship, but that fits the narrative of younger demographics.
Garrett: Well no, but there is something to it. We could watch it again. The reason I find her funny was because she’s actively attacking her current consumer, and I think it’s hard to-
Brady: Yeah, that is interesting.
Garrett: Because it’s hard. She is actively attacking. She didn’t just say fratty, which would’ve been fine to stay. That part didn’t make me smirk. It was the statement after fratty, which was fratty and then I think, what was it? Off color humor or… Can we watch? Is there-
Comcast Ad: You choose Comcast.
Garrett: Oh no.
Comcast Ad: Wireless internet. You choose the largest, fastest, reliable network.
Brady: Yeah, I think she was referring to, and I can’t think of a Bud Light ad this way, but-
Garrett: I would never.
Brady: Carl’s Junior, I think, is that type of humor.
Garrett: Yeah, that’s Carl’s Junior. That’s not Bud Light. No, I think she’s referring to the wuzzup, some of the campaigns. Who’s Olivia Allen? Never mind. Can we go back to-
Brady: That was the next recommended video.
Garrett: Yeah, this one. I just want to see her comment here, because this is what I meant. I actually have no problem with what she’s trying to do. I think she has to do it, to her point. Just go to-
Bud Light Ad: I had a really-
Garrett: Right there.
Bud Light Ad: What does evolve and elevate mean?
Bud Light Ad: It means inclusivity, it means shifting the tone.
Garrett: Which is true.
Bud Light Ad: It means having a campaign that’s truly inclusive, and feels lighter and brighter and different, and appeals to women and to men. And representation is that sort of the heart of evolution. You’ve got to see people who reflect you in the work. And we had this hangover. I mean Bud Light had been kind of a brand of fratty-
Garrett: Not bad.
Bud Light Ad: Kind of out of touch humor.
Garrett: That part.
Bud Light Ad: And it was-
Garrett: If you hit the out touch humor, that to me is an active attack on your current persona. What I find interesting about that is it’s a weird strategy, in my opinion, from a sales standpoint. Most of the people I’ve hung out with, that I’ve had exposure to, because I have family just like everybody else, and everybody has different viewpoints, who would come across as being like, ” Bud Light’s fratty, and I don’t want to be associated with it,” don’t drink light beer. I just thought that was a quite interesting thing there. If Ram only did pink trucks, does that mean more people would buy them? That’s a weird-
Brady: Yeah, the fratty market is massive for light beer, so it should have been said, ” Hey, we’re losing the game in the frat market, which is the largest light beer party market. We’re going to attempt to create a new market for light beer and just try to…”
Garrett: But that’s pretty… For her being a businesswoman.
Brady: Be more successful woman than us losing in the largest market for light beer.
Garrett: I’m just critiquing the business strategy. I haven’t even got to everything else. I would agree that she is the antithesis of the fratty market. They hired someone that is not. That is the opposite of what you think about when you think about a day party and beer pong. That’s what she wants to do. She wants to change that, which is great for her. I think the issue might just be why? How would that work?
Brady: Yeah, because-
Garrett: I just struggle to imagine the super… I don’t see the trans community all of a sudden becoming Bud Light drinkers because they changed their branding. Are people that shallow? Is our identity directly connected to our taste buds? I wouldn’t say we drank Bud Light in the fratty community when I was at that age because we thought it tasted good. It was just the only thing we could afford. I just find this weird concept of, since when in modern marketing is appealing to everyone the strategy? Isn’t the entire strategy the opposite?
Brady: That is the thing, an all- inclusive position doesn’t exist.
Garrett: It’s the opposite. No, it doesn’t. What everybody’s doing is they’re picking sides right now.
Brady: Because that includes the frat guys. Right? If you really want to take an all- inclusive, lighter position, you’re essentially saying we should be keeping all these people and gaining more.
Garrett: No, I guess to her point, she’s actually doing the opposite, then. To your points, which is she’s saying, actually, we’d like to exclude the frat and out of touch humor, and we want to get this new market. So she actually is-
Brady: But the way it’s put is all- inclusive.
Garrett: But I don’t think-
Brady: But that includes the frat people,
Garrett: Unless it’s frat people out of touch humor.
Garrett: But that’s your core audience that’s currently enabling you to have enough revenue to pivot. I don’t see how it works. I just thought this was one of the craziest things I’d ever seen in my life. Because to me, I actually really do like social justice marketing, and think about what Nike’s done and a lot of these brands, I think they crush it. I just don’t know if Bud Light. That’s the mountaintop of fraternity. You know what I mean? It’s not like you’re trying to change a Miller Light, which none of us care about that much. It’s like a Bud Light, Coors Light, there’s a lot of people who have very strong feelings about their light beer. If you just asked a bunch of dudes, ” What do you like better? Coors Light or Bud Light?” They’ll go into a diatribe about why they like one or the other. They objectively-
Brady: Yeah, and Miller’s still gigantic. Does Miller own the NASCAR demographic, do you think?
Garrett: I don’t know.
Brady: Or is that Bud Light?
Garrett: None of them own the progressive market, though, to Bud Light’s point. Maybe they could go get it. But there is no-
Brady: Yeah, I think to your point, is that market drinking light beer in the first place?
Garrett: I don’t think so. And I don’t know if they changed their consumption behavior because you put a rainbow on your can. I don’t. Do you get what I’m saying? I feel like that’s a very shallow attempt to manipulate humans that all humans see through. In this case, I would say I’m on the traditional Bud Light drinker side. I’m a dude who likes sports and drinking light beer. All right? I’ve got Coors Light in my fridge. I would be the person she’s insulting. But I don’t think it’s insulting. I think it’s hilarious from a marketing standpoint, because imagine if you try to do the opposite. Do you think it would work doing the opposite?
Garrett: Well, it kind of has actually, but not in this regard. Let’s pause. I’m going to give us a little scenario. Let’s flip it, the way we started this. Would you ever drink seltzer, and was it considered girly or feminine, and you’d get made fun of and ridiculed if you were to drink a seltzer when we were in college? Yes or no.
Brady: I would’ve done it, but I was also making wine smoothies with raspberries and fucking guava juice and Coors Light.
Garrett: I’m not saying you wouldn’t do it or not. But my point was more socioculturally, would it have been like you would’ve got some crap from the guys if you were drinking seltzers all the time when we were in college, correct?
Brady: Yeah. It’s in that category.
Garrett: Yeah, but now? High noon? When was the last time you had a light beer? You probably have a High Noon over a light beer at 10 out of 10 parties right now. Right? If you were to go to a party right now, would they have more seltzers or light beers?
Brady: Probably seltzers.
Garrett: They would have seltzers, right? It’s worked. Now, did the seltzer brands, to become more masculine, do all black branding and super masculine branding at all?
Garrett: Not at all. Right. Let’s pull up High Noon. High Noon is a really famous one. So is White Claw. So is, what’s the other one? The last one?
Brady: Topo Chicos is big now.
Garrett: Topo Chicos. None of these are masculine. There is nothing masculine about this. This, to me, is the definition of inclusive. Does that kind of make… I just want to make this ironic point here, is they didn’t get men to drink them by becoming more masculine any more than you would get, let’s say, women or LGBTQ community or gay community or whatever to drink a drink by being more gay. I don’t know if that’s how it works.
Brady: That’s getting into doing this through the product labeling, which, the blue can wasn’t masculine.
Garrett: Well, I haven’t seen that yet. I’m going to look at that in a second. I legitimately have not seen it. This is all just me talking marketing right now. I’ve not seen it, on God. All I’m saying is that is not, High Noon did not get men to drink it by being fratty, is kind of my point. If you take the inverse of her principle of what she has articulated from a psychological standpoint, is we do not as men like High Noon now for any other reason than it’s become socially acceptable and it always did taste good.
Garrett: It has lighter calories. I don’t feel hungover from it. I like the High Noons the most because I don’t get that weird nail polish aftertaste I get from the White Claws, because I think it’s using real liquor, real vodka, instead of malt liquor, which the other ones are using malt liquor. Is that correct, Scarlet?
Garrett: Okay, so that is why I like High Noons. My wife technically buys them for me, and if I were to go to a party, I would buy them, too. But I would never think this is a masculine drink. I would literally think this is a drink that everybody likes. I would literally buy this due to its inclusivity. My mom drinks it, my aunt drinks it, my dad drinks it, my grandpa drinks it, I drink it. Everyone drinks seltzers right now. It’s the most inclusive drink we have. Straight, gay, I don’t know what. I don’t understand also what straight or gay has to do with drinking preferences, necessarily. With a beer. Isn’t that somewhat shallow?
Scarlet: Yeah, because I drink beer.
Garrett: Do you get what I’m saying?
Garrett: Isn’t that just a little bit of shallow marketing to be like… Because imagine you did that for other products. You wouldn’t to do that for B2B software, be like-
Garrett: You know what I mean? Why would you do that for a consumer product?
Brady: Yeah, and that’s where I think it’s interesting that it’s happening with such an established brand, versus making a new brand to try to enter new markets.
Garrett: It couldn’t be a bigger 180 from that historical brand’s audience.
Garrett: It’s a football beer. For years it’s been Super Bowl commercials, football, beer, wuzzup. We’ve done the commercials on here. We love them.
Garrett: Parties. But I don’t think at any point, Bud Light was not inclusive.
Garrett: Do you get what I’m saying? Yes, men drink it more than women, but men drink more beer than women statistically, I believe. I could be wrong on that, but I’d say statistically, through my own personal experiences, I’ve found men usually drink more beer, and women usually do liquor or wine. That is what I’ve seen historically. Seltzer, liquor, wine is usually women. Men are usually more in beer. But even men are now doing more liquor, wine and seltzer. That is what I’m seeing.
Brady: Yeah, they advertise themself, I think, into that market. Watching the game, drinking the Bud. That’s very aligned with males.
Garrett: Yeah, inaudible that, too.
Brady: I think they’re like, well, now we’re losing in this market.
Brady: Our answer is to not gain it back, it’s to reposition.
Garrett: Which I respect.
Brady: And now they’re advertising and positioning to then take that new market.
Garrett: Okay, so let’s look at their new ads. Let’s look at the new ads. Okay, so let’s pause on all that. We’ve talked about it enough. Let’s go see what they’re actually doing. We saw her interview. She is just an all time character. It’s just that she does feel like a character for the whole thing.
Brady: I was trying to see what her kids were drawing. I couldn’t decipher.
Garrett: Oh, the pink suit, or the baby blue suit, the drawings. She is an ultimate villain to take down light beer, which is just awesome. I love that fit. Do we have any branding or anything?
Brady: I’ve seen cans trending.
Garrett: Can we show them?
Brady: I haven’t seen ads or anything.
Garrett: Can you look them up, Scarlet? Sorry. Okay. I guess, can we look at that? Is that Dylan Mulvaney?
Garrett: Okay. Can we just look at that down in New York Post or whatever. I don’t care, whatever one you want to click on. Yahoo, something else. Yeah. Doesn’t matter.
Brady: Theo Von’s reaction.
Garrett: I do like Theo Von. Okay, so wait. Dylan Mulvaney does-
Brady: It’s a partnership.
Garrett: It’s a she, correct? It’s Dylan Mulvaney’s a she. Okay. She does an ad with Bud Light and what’s the problem? Is it just that it’s got essentially transgender actress on a Bud Light can? And then all the people who buy Bud Light, who have a great affinity kind of to be against transgenders or, I don’t want to-
Scarlet: I think this particular person is really hot in the world right now, and a lot of people have problems with it because of another ad she did.
Garrett: Okay. I know nothing about this, but essentially though, it’s still a transgender human on Bud Light. Correct? Is that really, if you get rid of all the other stuff?
Garrett: And then they’re traditionally more associated with people who might not, if you were to do a little overlap of values, it would be Bud Light drinkers and then people who are openly transgender. There’s probably not a ton of overlap between the two demographics. Correct?
Brady: Yeah, and I think all communities and demographics would, if they were to say, ” Hey, who is Bud Light’s demographic?” They would probably describe, ” Oh, frat guys, parties, truck drivers, NASCAR.”
Garrett: Some guy who’s got a shotgun in the South.
Brady: Yeah. I think the market was just shocked by this change.
Garrett: I kind of like it from that standpoint.
Brady: Not everyone watches the interview with the VP of Bud Light Marketing on the Daily Mail and local news channels. Not everyone sees that. So they just see this come out and branding changes, and they’re like, what is-
Garrett: Can we scroll a little bit? Oh and yes, Dylan did the… Oh, is that the same person?
Garrett: I don’t have a problem with either. Okay, so I don’t really have a problem with either, to be honest. I thought everybody get up in a uproar about boycott Nike. I was like, I don’t give a crap. That’s not really my point. My point is more Nike has kind of already earned their positioning in the market over the last… I don’t know when they started doing their more social justice style advertising on progressive issues, but they’ve been doing it for 10 plus years. I don’t think Kaepernick was their first, but I know Kaepernick was definitely their kind of magnum opus of, this is how we’re going to position our brand. I thought it was brilliant.
Brady: Yeah, it was them mic dropping. When they dropped Tiger, that’s a part of it.
Brady: When their sponsorships mess up, they drop them.
Garrett: Did they drop Tiger?
Brady: I believe so.
Garrett: I don’t think they ever-
Brady: When all the scandals first came out, I’m pretty sure they dropped him. Really?
Garrett: I don’t know if nobody ever drops Tiger.
Brady: If they picked him back up. That’s a whole other conversation.
Garrett: Let’s not get on Nike. I don’t know if we can.
Brady: How long does it take to-
Garrett: I don’t know about Nike values in Tiger Woods are a whole conversation we get into. But I would say they’ve done a really good job with advertising progressive, culture, issues, relevant.
Garrett: This makes perfect sense for Nike. It’s a weird first move for Bud Light, in the sense that I wouldn’t say that there is a traditional right wing value association with Nike, ever. I mean, if you go back to Michael Jordan, it was Republicans buy shoes, too. Nike’s kind of always been apparel regardless of political viewpoint. Then they did take a stand on more progressive issues in recent memory, and I think it’s really smart of them. I think they do great with it. I have no problem with Dylan, this woman doing ads for people. I don’t really care. I think it’s great. What I think is quite interesting is Bud Light doing it, because if you were to give me what five brands couldn’t pull this off, I might say Bud Light. What do you think the end game is of this, Brady? Because I think they’ve run the campaigns, they’ve chosen a direction, and I’ll say this in Bud Light’s defense. It’s exceptionally bold. I don’t know. That’s all I got to say. I think it’s exceptionally bold.
Brady: Yeah, I’m interested to see how it pans out. I don’t know the research that went behind it. I think, yeah, to your point, I don’t know how much the LGBTQ community is a big light beer community. I don’t know if they already have drinks that are more common. But at the same time-
Garrett: All the stereotypes I hear, and I don’t know enough about it, so I’m not going to go there.
Brady: I think, yeah.
Garrett: The stereotypes are not Bud Light in that community.
Brady: I think enterprise companies’ adoption to positioning like this isn’t happening that much. So I like just using that word community. Maybe now that Bud Light is doing this, it will grow that market share and get people who weren’t drinking light beer, or a Miller person, switching to Bud Light, or Coors Light person switching to Bud Light. It could get people drinking Bud Light to support someone who’s supporting them, kind of?
Garrett: Enough, though?
Brady: I don’t know.
Garrett: For a macro level brand. That’s what’s so crazy.
Brady: Yeah, I don’t know.
Garrett: That seems like such a crazy bet.
Brady: I’d be very interested to see in five years from now, market share and demographic reports of Bud Light.
Garrett: Well, if they did it inclusively, because this is important, for them saying it’s all inclusive, what they’re really saying is we-
Brady: Which is impossible.
Garrett: Correct. But it’s also, they didn’t launch this one with another can next to it that had a goalpost and a football going through it, too. What I just find to be quite interesting here is you’re a macro level product and if you’re focusing on inclusivity and raising sales, the LGBTQ community can’t be a big enough community to raise sales if you alienate your core audience. I’m a pretty centrist right down the middle, I don’t really care about this stuff, guy. I’ve got a lot of people in my life on both sides that think this is silly. Which I think is interesting.
Brady: Yeah, we’ll see how it pans out.
Garrett: Would you make a bet? Do you think it grows sales or decreases sales from a marketing perspective?
Brady: I don’t know how bad they’re currently losing in their current demographic, but I do think they still have a decent amount of market share where, unfortunately, they’ll probably lose it. That’s the sad part of it is this positioning loses the frat demographic. I know I’m generalizing that.
Garrett: Which is all you had left. I don’t know what Bud Light had, because let’s say the older men, who get older, have money. Many of them graduate plus drinking that warm piss. That’s what they call it. And then they get money and they start drinking IPAs and craft beers and they go to breweries and they start… If you talk about Bud Light to people who aren’t 18 to 25, they don’t speak highly of Bud Light. Do you get what I’m saying? It’s a very risky bet. I think it just tanks sales.
Garrett: Imagining a Remington, a rifle company, putting out only pink rifles. That’s kind of crazy to me.
Brady: Yeah, I mean that’s an interesting reaction of it.
Garrett: They’re not that further off from that, which if you were talking about top five brands not to mess with with a type of progressive rebrand, Bud Light might be up there, which is what makes it so crazy for us to talk about on a podcast.
Brady: And now there’s the new can branding, and now people are Photoshopping a Coors Light can with rifles on it, with the classic Inland Empire bro sticker of the silhouette of the girl in the bikini that people have on lifted trucks.
Garrett: Correct. Yes.
Brady: They’re Photoshopping that on Coors Light cans.
Garrett: Well, I’m not saying Bud Light needs to be that or can’t be centrist.
Brady: It was just a blue can.
Garrett: I know. That’s what such a crazy thing. It was just a blue can.
Garrett: I feel like we kind of made this whole thing up.
Brady: Which I don’t know if the rainbow on the can is official new can or if that’s just people taking this one sponsorship.
Garrett: I know.
Brady: I don’t even know if Dylan on the can is a real thing.
Garrett: But for men to-
Brady: I’ve heard that’s a Photoshop. I don’t know.
Garrett: If men didn’t want to get stuck with a Mike’s Hard Lemonade, because our egos are so insecure, do you think we’re going to hold rainbows? I’m just being honest. I have nothing to do with political values. I’m just talking about the fragility of the male ego for a second here. Forget political views.
Garrett: Dudes all bust each other’s butts and make jokes all the time at each other. If you’re holding a rainbow beer can at a party, everybody’s going to make jokes at you. Now maybe there’s this small minority of people who go to parties that are super nice to each other and encouraging. Oh, you like rainbows? I like rainbows. I haven’t grown up around a lot of those parties. Most people I’m around make jokes and laugh at each other. I would argue that this would be more of a talking piece, but I don’t think anyone else would not… I don’t think it’s so bad that if you’re at a party and this woman, Dylan, was on a can, I wouldn’t drink the can. Why would I care? I just don’t know if people go out and buy the can.
Brady: Yeah, and that’s where it’s like-
Garrett: Because when you purchase something, it does create a values association. In other words, people do believe… I don’t necessarily feel this way, but this is how people feel. When they buy something, and this is kind of the VP of Marketing’s point, is I think she feels like she’s supporting frat culture if she buys the old Bud Light. Does that make sense?
Garrett: I would never have thought I’m supporting frat culture or off color jokes or whatever her comment was if I drank Bud Light, I would just think I’m being disloyal to Coors Light. I would never associate it with fraternities or anything else. I would just be like, I’m a Coors Light guy. I only drink Coors Light. I don’t want Bud Light in my house. That’s how I am. Because it was always growing up, you’d go to people’s houses, some people were Bud Light houses, some people are Coors Light houses. But it was never a statement of their values. You know what I’m saying? Did you ever go to a party, see Bud Light and be like, oh, I don’t know if I liked these people. I would’ve never said-
Brady: A little bit.
Garrett: But not because of-
Brady: Because I like Coors Light.
Garrett: Coors Light, right.
Brady: You open the cooler, you either see blue or you see silver.
Garrett: Or you see silver. Yeah. You decide if they’re more-
Brady: I personally get more excited when I see silver than blue.
Garrett: Same. Same.
Brady: But I still would drink Bud Light.
Garrett: But that has nothing to do with the implied thing that she’s trying to change.
Brady: Yeah. That’s where it’s interesting. You couldn’t really tell how much of it was about money versus association with that demographic, the frat.
Garrett: We made up a culture war is kind of my point. I don’t think there were a bunch of people that weren’t drinking. To her point, the enemy would have to be, sales are declining because people don’t want to be associated with Bud Light because of how off color their humor is and how fratty they are. That that would have to be inversely true for her campaign to work. But I don’t think there’s people going around… I don’t think the reason Bud Light is losing market share is because people are not drinking it because they don’t want to be associated with right wing humor. Does that make sense?
Garrett: Nor do I think that frats care about politics. I don’t think.
Brady: I don’t know. I wish I could see not just the Daily Mail interviews, but also the board meetings and the studies behind it.
Garrett: Of course.
Brady: Because that’s just where, I’m in the position where it’s like, let’s see how it pans out.
Garrett: We’re all talking about it.
Brady: Yeah. We’re all talking about it. Their competitors are being brought into the mix, and in a way where, I don’t know if it’s what they would approve or want for their brand. Like I said, they’re now representing the other side.
Garrett: Correct. That’s what I’m saying. But if you choose the other side, I don’t think you’re choosing inclusivity, which is hard for a macro product.
Garrett: It’s not a micro product. If we’re talking… Now, conversely, if I were to start up a light beer company putting Dylan on it, she might be the greatest marketing move I’ve ever done in my life if I am a startup light beer company like we did on Market This before.
Brady: Which is interesting that they didn’t take that position.
Garrett: Do you see what I’m saying? Correct.
Brady: The holding company didn’t.
Garrett: Yes. Why not launch a new light beer brand and put Dylan, put her on it?
Garrett: Because that to me is brilliant marketing. Here’s a beer for the LGBTQ or the trans community. That’s really smart marketing. But doing it to the Bud Light kind of seems crazy from a sales standpoint.
Brady: Yeah. I don’t know man.
Garrett: It’s such a crazy-
Brady: I just want to see how it pans out because it’s such a large brand.
Garrett: Yeah. It’s such a large brand.
Brady: Because I don’t know if you’re in that community if, because it was tied to that frat guy, maybe could be seen as the enemy, and now you’re taking their beer and that creates more growth. I don’t know if that’s a benefit-
Garrett: Or it’s just the start of it.
Brady: That it’s already established within.
Garrett: It’s the start of it. This could be the very first campaign and it doesn’t work, and everybody’s like, wow. But if they keep doing campaign after campaign, they could maybe get a new audience. Do you get what I’m saying? But they’d have to stick with it. What I will say is, Bud Light, kudos for doing something bold and different. Takes a lot of strength and innovation to do something this crazy. I will say this is a genuinely crazy campaign. Just everything about their audience and their brand. And kudos said, because I freaking freaking love advertising that shocks me, and this advertising definitely shocks me. Just don’t stop, is what I would say. Because if you stop-
Brady: Yeah, if you’re going to do this statement.
Garrett: Don’t give up. Yeah. Yeah. Don’t give up, because if you have all this uproar, and there’s a lot of uproar. People are like, this is crazy and stupid. Right? Don’t stop, though. Because if Nike would’ve stopped Nike couldn’t do the Dylan ad. They’re still getting uproar, but they’ll keep going because they’ve earned it. Bud light should keep going. I don’t think you can do this and then get scared, or else you don’t really…
Brady: Yeah, that would be weird.
Garrett: Do you get what I’m saying? I think then you lose both. Because then you got public outlash against the LGBTQ and the trans community and they’re like, you didn’t stand up for us. And then the frat people are like, you tried to get rid of us. Then you’ve got nobody.
Garrett: Do you get what I’m saying?
Brady: Yeah. I feel like she might regret the frat statements because it was a contradiction to the all- inclusive.
Brady: It’s created more divide. It’s almost saying like, ” Hey, if you’re a trans male, you’ll never be able to join a frat because these are two completely different groups. We’re leaving that group. Now we’re all this side.”
Garrett: It was, she had anti-comments.
Brady: She probably regrets bringing that into the narrative.
Garrett: But that’s what she actually believes. Which I appreciate her saying.
Brady: Yeah, it does. It’s what she said.
Garrett: No, you can tell. She has a certain… That is what she believes and this is what she is trying to do with the brand.
Garrett: So what I’m saying is don’t give up. Straight up from a marketing standpoint, don’t stop. Come up with something more shocking. Seriously, make Caitlin Jenner the spokesperson. I’m being dead serious. If I’m Bud Light, I’m going to go get Caitlin Jenner to be the spokesperson. I’m going to try to find the largest personalities in the trans and LGBTQ community, and I’m going to try to rally the troops like crazy and keep pushing the narrative. But if you give up right now, you might lose both sides, which to me is even crazier.
Garrett: Well, let’s talk Barbie.
Brady: Yeah. That’s another trending one. Barbie.
Garrett: We’re talking. Hey, this is the section where we talk about current events and marketing, man. So what do we got?
Brady: Did you see this happening?
Garrett: I haven’t seen this.
Brady: Oh my gosh.
Garrett: What is this?
Brady: So a Barbie movie is coming out.
Brady: And all over Twitter, I think most specifically in terms of social media, what they did is they have a promo poster and it’s kind of like this nineties style. They built an AI tool where you essentially upload a photo of yourself or you take it through the tool and it puts you in that poster. A ton of famous people were posting their Barbie poster and it went viral last week.
Garrett: Okay. Congratulations to Barbie.
Brady: Yeah. It was a very unique movie promotion play, using what’s trending right now, which is AI editing and filters.
Garrett: Is that the Margot Robbie one?
Brady: I don’t know.
Garrett: Is she in Barbie?
Garrett: I don’t know how I know that, but that’s weird. It’s a different demographic I guess.
Brady: I don’t know who that is.
Garrett: Yes, you do.
Brady: Who is it? What?
Scarlet: You know who Margot Robbie is.
Garrett: Yes you do. You do know who Margot Robbie is.
Brady: I’m certain when I see her I will. I’m just terrible with famous people.
Peter: She was in The Wolf of Wall Street.
Brady: That one?
Garrett: Yes. Yes, that one.
Brady: The, what’s the-
Garrett: Yes, Brady. There you go.
Brady: What’s the, it’s not Batman or anything like that, but it’s a-
Garrett: Suicide Squad.
Peter: Suicide Squad.
Brady: Suicide Squad.
Garrett: Yeah. You know who Margot Robbie is?
Brady: Yeah, I know who Margot is.
Garrett: Yes. She, I know, is the Barbie gal. Because that’s what I saw trending two weeks ago was, oh, Margot Robbie’s so hot in the new Barbie. That’s what I saw trending. But I didn’t see the AI generator.
Scarlet: Well, now companies are using this for their own brands to promote it. Whether you have a snack company, like a protein bar, they’re putting a protein bar behind it with their slogan.
Garrett: All right, let me see it. Can we see some examples of people using it? Because I want to see.
Brady: You can make one right now.
Garrett: Okay, let’s do it. Welcome to Barbie Land where you can be Barbie or Ken. Nice. Okay, so start. Okay, so Scarlet, you’re going to help us. Because this is my nightmare.
Brady: Scarlet and I were doing this over the weekend.
Scarlet: We were doing it.
Garrett: Okay, good.
Brady: We’re on Friday.
Garrett: There we go. Are you ready? Let’s go Barbie. Okay, so will we continue, and then… Okay, so you can reposition it. Dope. Okay, cool.
Scarlet: inaudible perfect.
Garrett: It’s a good job.
Brady: You can edit more.
Scarlet: That’s okay.
Garrett: Wait, time out. Well, this couldn’t have gone viral. There has to be more. Go back. Let me do the edit right, Scarlet.
Brady: You can change your-
Garrett: I mean, because this can’t go viral. There’s nothing here. Wait, can we see if you’re a Ken, what happens?
Brady: People were editing this.
Scarlet: I’m a Barbie.
Garrett: I know, but what happens if you’re a Ken?
Brady: Nothing. Oh, well it says, ” This ken is…”
Garrett: Being for real, for real. Is that what FR means?
Scarlet: It means, for real, for real.
Garrett: Yeah, it is.
Garrett: Hell yeah. Okay, cool. I’m the trend.
Brady: And then, so a lot of people were editing and making it custom.
Garrett: Okay. But there’s nothing to this so far. No offense to your selfie, Scarlet. But there’s nothing that would make… Can we keep, what’s that button do?
Brady: You can change the color palette.
Scarlet: So the Barbie is the Valedictorian.
Garrett: But they put the Barbie over your face so you can’t even see.
Brady: Well, that was kind of her photo.
Garrett: What do you mean that’s not her photo? What do you mean?
Brady: People were doing a lot more zoomed out photos.
Scarlet: Do you want me to redo my photos?
Garrett: No, I’m just trying to see how this could go viral. I’m not understanding.
Brady: I’ll go to Barbie Twitter. There’s-
Garrett: I’m sorry, I’m just trying to… I think it’s what you told me it was so cool.
Brady: It’s probably Barbie Twitter.
Garrett: Barbie went viral. Yeah, careful too on the Barbie one. You might always get what you think you want there. Okay, so Barbie’s here.
Brady: You got to go to their movie one. This is just Barbie proper. We need the-
Garrett: I love this. I’m going to log into my Twitter and it’s just going to be Barbie ads everywhere.
Brady: Shit, that’s inaudible going on there. Oh my God. I thought the master’s tree falling over was serious.
Garrett: I know, right? Okay, so Barbie movie. There’s Margot Robbie. Go back, let me see? Go up. Oh, okay.
Brady: This is them promoting the-
Garrett: I know, but it’s so corny and terrible. How did it go for it? Okay, so that’s Barbie, right? I don’t get it though.
Brady: So what happened-
Garrett: How does it make you look like it? I thought it would make her look like a Barbie.
Brady: No, it just puts you in the format of their posters.
Garrett: It’s just a filter that has Barbie across it. Brady, how did this work?
Brady: It blew up.
Garrett: How? There is nothing about this that’s clever, intriguing, funny.
Brady: It was a trend.
Garrett: That’s funny. That’s funny. See? See? What’s his name? Gosling. Is that Ryan Gosling?
Brady: Does he actually play Ken in the movie?
Scarlet: He actually plays Ken.
Garrett: But he looks like a Barbie. If everybody looked like a Barbie-
Brady: Yeah, they didn’t do a plastic-
Brady: Filter on it.
Garrett: These all are just normal people.
Scarlet: These are Ken’s also in the movie.
Garrett: Wasn’t the other one a-
Brady: This is the cast.
Scarlet: This is the cast.
Brady: But what was also happening is a bunch who weren’t involved in the movie were using the filter.
Garrett: Actually Barbie cast. No, I get it, but the filter didn’t make you look like a Barbie. It just had the words Barbie.
Brady: No, it just put you in the-
Garrett: So what? It went-
Scarlet: So there-
Garrett: There’s the Sports Illustrated girls are using the Barbie filter.
Scarlet: There was a snack company that put the bar in the filter.
Garrett: Okay, so then what are you guys poking about? This is the stupidest campaign I’ve ever heard of.
Brady: It went viral though, so you can’t say that.
Scarlet: I mean, it is stupid.
Brady: It is dumb, but everyone was doing it.
Garrett: I thought you guys were going to show me something where they looked like a real Barbie.
Brady: No, it’s the poster.
Garrett: I was like, oh, that’d be interesting. Let’s see if Scarlet’s face looks like a Barbie now. No, looks exactly like Scarlet just with the letters. B A R B I E. That is their… Guys? This is not our first-
Brady: Make it make it directive orange. There we go.
Garrett: You can’t even see her face. She’s got the letters all over it.
Brady: That was her.
Garrett: You think that’s her?
Brady: Her photo was too close up.
Garrett: Oh my gosh.
Brady: Here. Yeah. Raise it a little bit.
Garrett: Can you lower the Barbie, too?
Brady: No. Well now you got to …
Garrett: This Barbie’s the life of the party there. Oh, there you go. There you go, barbie. Guys, this is not 2002 where it’s like the very first filters.
Scarlet: You should have seen the one Brady did on that.
Brady: I deleted it from Slack.
Garrett: It’s been removed.
Brady: I broke the Slack rule and I deleted a message.
Scarlet: It was bad.
Garrett: Guys, how did this go viral? Do you think Barbie paid people? Because just empirically.
Brady: Well that’s where I was wondering.
Garrett: Sorry, I’m just now stuck a little bit on this concept of it’s just Barbie.
Brady: They had the whole cast do it, obviously. I wonder how many people made it for famous people and it wasn’t the famous person actually doing it.
Garrett: Well, and I love the photos. I’ve seen those photos. That’s how I heard about Barbie movie was the ones on the far left right there with Ryan Gosling and Margot Robbie.
Garrett: I saw those photos trending and I was like, oh, that’s funny. I was like, oh, it’s kind of clever that they’re using those two. They’re perfect for it. I thought, oh, what a funny concept. I never thought again about it. It’s just a weird social thing for me to process because we’re about 15 years past this campaign working. There’s no novelty to it. Look, they didn’t make your skin plastic.
Garrett: That’s what I thought y’all were going to show me. It would’ve been very cool. So how did it go viral? Explain it to me. I want to now know what’s the virality of it.
Garrett: Because I don’t think if you saw this on Instagram, like, oh my God, I have to do that.
Brady: They first released the cast doing it, and then they obviously advertised the builder, and then people started posting it and then FOMO hit. It’s similar to, it was like the Spotify Wrapped.
Garrett: But the Spotify Wrapped has intrinsic value where can show the music you listen to and then you can get your friends can-
Brady: Yeah, and now on these you can label your own identity on that tagline at the top. I think that was a big piece of it is you could customize that and kind of have it personal to you.
Garrett: Like a caption on social media.
Garrett: That’s what they do on Instagram every day.
Scarlet: A trend.
Brady: Someone going through finals could say this Barbie is procrastinating and it’s just them.
Garrett: That I get.
Brady: It’s funny. It’s entertaining.
Garrett: That’s hilarious, yeah.
Brady: Everyone’s doing it.
Garrett: Yeah, that was a good, yeah.
Garrett: No, I mean I couldn’t stop laughing once they showed it to me. Yeah.
Brady: I mean, you can hate it all you want. It blew up.
Garrett: Did it, though? Show me one that’s not associated with their account. I just want to-
Brady: Yeah, how do you-
Garrett: Did it though? Oh, she did it.
Brady: Of course.
Garrett: Okay, so here’s my thing. There’s nothing to it. I don’t get it.
Brady: That’s a part of it is it’s very user friendly.
Garrett: Oh, I know.
Brady: It’s very … I did it on my phone just to see.
Garrett: But I really did think it was going to make you look like a Barbie.
Brady: It would’ve been cool if they added that plastic look filter.
Garrett: That would’ve been the only part about it that would’ve been cool. Yes. Instead it’s just a photo that they put the words Barbie on top of.
Brady: Yeah, the cutout technology’s pretty impressive.
Garrett: Is it?
Brady: I used to have to do it manually in Photoshop.
Garrett: I didn’t even realize I was such a hater. Now, that one’s funny. I guess, no offense to Scarlet’s, maybe it was just the image I got there. But people-
Brady: From her cologne ad algorithm.
Garrett: I guess that that is more clever. Did anyone here do this on their own before the show? Did you do a Barbie post, Scarlet?
Scarlet: I did not do a post.
Scarlet: I didn’t do it until Brady sent me a photo Thursday night.
Garrett: Did anyone in y’all’s network? Did y’all see one in the wild? I never saw one of these in the wild.
Scarlet: Yeah, I did.
Garrett: You did see one in the wild?
Brady: I was on Twitter and that’s when I saw it.
Garrett: Not followers. Not wild, wild. Gated gardens.
Brady: My personal network?
Brady: I probably saw a couple on the story.
Scarlet: Yeah, this is the one I’m talking about.
Brady: Then all the brands hopped on, once the famous people locked on.
Garrett: Yeah, they got 16 likes. This is what I’m talking about.
Scarlet: Yeah, but this isn’t a big-
Garrett: Okay, but everybody’s doing it is your point.
Garrett: I’m just getting too old for this game, guys. I’m just sitting over here trying to process. Well, I’m just trying to think what would make you want to do this? Your photo was great, Scarlet. That’s not what I’m saying. I’m just saying I don’t see why everyone-
Brady: But what other movie promotion had a social campaign?
Garrett: Okay, so let’s talk about the positives.
Brady: User-generated content. I generate this.
Garrett: User- generated content. I can bi- directionally engage with your brand. I can post it to my site. If they made me plastic, I would be a massive fan of this. I just want to point that out.
Brady: Yeah, I think that was a miss is doing some type of brush filter.
Garrett: I really thought.
Brady: Like they did to their own cast. They totally did that on their own cast photos.
Garrett: Correct. Ryan Gosling does not look like Ryan Gosling, and Margot Robbie looks like a Barbie. They look like Barbies. That’s my point.
Brady: Yeah, that’s the most-
Garrett: Now, if I could do a Barbie photo. And I had abs and I looked plasticky, I would say that that is really clever, and that could go viral.
Brady: Yeah. You probably couldn’t do the abs thing because that would be not PC.
Garrett: Fake. Completely. And they don’t exist. I would need some really good filters.
Garrett: But let’s say you could at least fake me plastic.
Brady: Yeah, the airbrush filter, easy.
Garrett: Would be dope. Yeah.
Brady: Those are all over Snapchat now.
Garrett: Then I’m not a hater. I just want to make sure you guys understand. If you could make Scarlet’s face turn plastic there and she looked like an actual Barbie? I’d be like, okay, that’s dope. Then you could say your own price point, that’d be funny, too. If it was a Barbie display and then you could say your own price. See, that got her to laugh. There are some funny things you could have done with this. But hey, what do I know? Barbie went viral.
Brady: Yeah, people were probably having fun with the tagline.
Brady: Then the rest of it was just everyone else was doing it.
Garrett: I love it. I love it. Well.
Brady: So good promotion for Barbie.
Garrett: We’ve got Bud Light doing bold advertising. We got Barbie almost doing filters in a way that I thought was really cool, and we got some awesome advertising. That’s episode 32.
Brady: We’ll see you next week.
Garrett: Later guys.