In this issue of Sunday Strategy, we look at five stories to think about next week, including: AI Time vs. Screen Time, the Secret to Chili’s Success, Rice Crispy Treats & Elite Athletes, Adult Summer Camp and America’s Decline in Drinking.
In addition, we have ads from: Telstra, IKEA, Depop, Toyota and Activision.
// Stories of the Week:
1.) Will AI Time Become the New Screen Time for Parents?
Can a parent’s need to prevent screentime introduce even more advanced technology? AI toys look to pick up and benefit from where screen time concerns have left off. While AI powered toys are still in their nascent stage, the foundation for growth is set as OpenAI announces a partnership with Mattel, robot pets like Moflin sell out in Japan and AI plushes like Curio hit the market. The social impact of AI is already in the news ranging from AI psychosis stories to character AIs and artificial partners, but when it’s wrapped in a cute plush exterior, are we set to treat it differently?
For children of the 80s and 90s, an AI Teddy Ruxpin may have a natural advantage. Nostalgic parents may be primed to simultaneously long to pass on an analog childhood while also introducing AI partners to their children. As research has highlighted, AI relationships can often leave heavy users lonelier than before, so their value as a full time childhood companion may still be an open question. Will an AI partner be an aspect of childhood like an imaginary friend or grow into a risk parents increasingly question?
2.) How Chili’s Has Won While Bowl Brands Have Slipped
With discretionary and entertainment spending in the US softening, few brands seem to have fared as well as casual dining restaurant Chili’s. While market watchers are calling for the death of ‘bowl’ restaurants like Sweetgreen and many casual dining competitors like Outback, IHOP and TGI Fridays slow or shrink – Chili’s has grown. It has posted 24% same store sales growth for Q4 2025 and 17 consecutive quarters of same store sales growth, all while the economy worsened.
What’s its secret? Many, like the article below, will say it’s down to resonating with Gen Z, but this may sell the brand short. Chili’s has created products that simultaneously offer value and novelty, competing with increasingly expensive fast food while also offering different products for those trading down. Its comms have leveraged nostalgia and social media in a way that makes the restaurant an acceptable choice for a swatch of the public. While other restaurants have been slower to keep up and bowl brands struggle to differentiate even amongst each other – Chili’s may be writing a playbook on how to offer value without feeling budget.
3.) The Ultimate in Sport Nutrition: Rice Crispy Treats?
Sports nutrition is a billion dollar industry, but can something that costs 10x less than most products still give athletes an edge. Despite constant refinement and innovation within athlete nutrition, many are turning to a decidedly lo-tech solution, ‘rice crispy treats’ for energy during activities. The simple solution shows that while science can provide greater complexity, simple may still have a place and a use.
4.) Is Summer Camp the Answer to Adult Loneliness?
Adult summer camps have grown to address the issue of adult isolation and loneliness, as shrinking social circles drive adults to spend the weekend making new friends at camps like Camp Social. The camp’s organizers, who charge $880 for a weekend, offer a variety of expected and adult camp activities – with a reported 90% of attendees now going solo. Brands are reportedly even joining in, as La Croix, Essie and Amazon prime have previously had a presence.
While the concept certainly taps into the nostalgia of childhood summer camp, it seemingly also offers facilitators (camp counselors act as social concierge), activities and a structure to form new friendships in a world with fewer third spaces and social occasions. In the end, it may be easier to dismiss the summer camp for adults concept than the forces behind it. In a world of hybrid work, isolation and struggling nightlife, somewhere that makes socializing feel different and easier for those on their own can offer real value.
// Chart of the Week: American Alcohol Consumption Hits New Lows
Recent Gallup research shows that drinking in the US has hit a 90 year low, with 54% of Americans reporting they drink alcohol amongst an increasing belief that even moderate alcohol consumption can be harmful. The decline has been driven across several distinct groups, with Republicans (-19%), >40k HH income (-14%), <100k HH Income (-13%) and 35-54s (-10%) all decreasing significantly since 2023.
This decline in drinking may be driven by and support the growth of low and no alc products and legalized marijuana in the US. With less of a ‘monopoly’ on social occasion consumption and recreation, does drinking face a wider issue than once thought? While the decline in drinking amongst younger audiences has been well documented, this research highlights that different incomes, ideologies and ages are all turning away from drinking on their own accord.
// Ads You Might Have Missed:
1.) ‘Blocking Villains’ – Telstra:
Telecoms brand Telstra have enlisted Steve Buscemi in their attempt to show Australians how many scams they block and protect customers from. Playing an alien villain ready to unleash his ‘scammageddon’ on the world, he quickly turns to frustration as his assistant Craig says Telstra has blocked all of their attempts.
The sci-fi nods and noted actors presence make for a balance of camp and star power, while lines like ‘never target a mighty network’ get the brand in where possible. However, most notable is the use of humor where anti-scam ads normally leverage fear. The ad shows how nuance and a funny message can still get a point across to a customer base used to tuning out when it comes to risks online.
*The spam comments about making $5k working from home on the agency’s vimeo post may just be the most unintentionally amazing part of it as well!
2.) ‘Seagull Poop’ – IKEA:
IKEA hasn’t been afraid to put its products in some risky and novel situations. While recent Norwegian work showed the products witnessing life situations from infertility to grief, its work announcing its new Brighton, UK shop takes a different approach. Tapping into the seagull’s ubiquitous presence in the seaside town, product shots are featured with seagull poop on them – introducing itself to Brighton residents in a way that acknowledges some of the other inhabitants. Coupled with a kiosk offering free chips for those who’ve had some stolen by feathered thieves, the campaign shows that when you introduce yourself, you have to make it as much as about who you’re meeting as yourself.
3.) ‘Found It on Depop’ – Depop:
Second hand marketplace Depop’s latest campaign with Uncommon focuses more on how finding items can make you feel vs. the items themselves. In a similar vein to a famous Audi ad, the creative focuses on the reactions of the buyer, across eyes and mouths, vs. clothing. Depop has branded the feeling ‘Depopamine’ and, despite a similar strategy to competitor TK Maxx’s previous work, the creative approach puts the brand into a distinct space of its own.
4.) ‘Is This An Ad for Toyota or New Zealand?’ – Toyota:
When 1 in 4 cars in New Zealand is a Toyota, every moment on the road is potentially an ad for the brand. Toyota’s latest campaign leans into its Kiwi ubiquity and in the process playfully highlights every part of the brand, from different models to certified preowned dealers, hydrogen cars and celebrities. The ad features different New Zealanders asking if they’re in a car ad, while switching between different situations and scenarios. Ubiquity isn’t just used to say something about popularity, but instead highlights that a wide range of the brand’s elements are all on show everyday, all around the country.
5.) ‘The Guild’ – Activision:
How do you sell dystopian fiction when the world feels pretty dystopian itself? Charlie Brooker’s ‘Black Mirror’ TV show has notably added more hopeful storylines in the last few seasons as the world became darker. Activision has taken a different approach in their viral marketing campaign for the reveal of Call of Duty Black Ops 7, with a range of video content and media partnerships that are pretty believable for our current world.
Creating a technology arms company called the Guild, content on the company’s page highlights new defense technologies that don’t look wildly different from a Boston Dynamics video. Most impressive was a partnership with social media publisher Pubity, whose introduction of a robotic home defense dog sparked a range of authentic responses. While more recent videos have started tying to the game explicitly, it highlights the challenge in fictional world building when the real world seems increasingly fictional itself.
// Sunday Snippets
// Marketing & Advertising //
– KitKat urges Canadians to ‘take a break’ from being polite to AI…for the sake of the environment 🤖
– Fast Food chain Bojangles is bringing Southern biscuits back to New York and New Jersey 🍽️
– How brands won sorority rush 📢
– Inside Six Flags Scary Summer 💰
// Technology & Media //
– Blood oxygen tracking has returned to the Apple Watch after a legal win for Apple 💾
– Disney to Merge Hulu and Disney Plus 📺
– Superman’s short theatrical window may be down to Peacemaker’s premiere 📺
– Robot boxing comes to San Francisco 🤖
– How K-Pop demon hunters has taken over Netflix and music charts 📺
– When a system update ruins your AI partner ♥️
– Will AI dubbing open up a wider world of film and tv? 📺
– Has Apple fully walked away from Steve Jobs’ vision for the iPad 💾
// Life & Culture //
– Even as most people meet partners online, new research says couples who do so vs. real life may be less happy ♥️
– Inflation hits American school lunch boxes 💰
– The Rise of ‘Cute Debt’ 💰
– The Revenge of Millennial Cringe 🤔
– The evolution of the ‘Performative Male’ discussion continues 🤔
– Basketball’s next big thing is only 13 🏀
– Is it the end of the line for fitness leggings? 🎽
– ‘Fake Wedding’ themed parties are attracting young party goers in India 🤔
– Child free resorts have sparked debate and claims of discrimination in France 🤔
– Immersive theatre company Punchdrunk is launching their latest, live action video game, Lander 23 in Woolwich, London 🎭
// Until Next Sunday
As always, let me know what you think by email (dubose@newclassic.agency), website or on LinkedIn.
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