In this issue of Sunday Strategy, we look at five stories to think about next week, including: the Imagination Limitations on AI, Similar Sectors and Different Trust, Fans & Phone Networks, AI Dependence and the Novelty of Natural Smiles.
In addition, we have ads from: Dreamies, Durex, E-Trade, Etsy and Corona Cero.
If you’d rather listen to this week’s newsletter, check out our podcast episode below:
// Five Stories of the Week:
1.) Unlimited Potential Meets Limited Imagination.
OpenAI’s announcement of new image generation features in ChatGPT this week was quickly met with an onslaught of Studio Ghibli style anime images. What started as an attempt to make new ‘My Neighbor Totoro’ out of selfies quickly became the ‘anime-zation’ of movie stills, cultural moments and darker images. The move not only reportedly melted the company’s GPUs, it also highlighted the need for anchors in how users handle AI’s limitless potential with limited imagination.
OpenAI’s policy blocks specific artists in prompts, but allows references to studios (which is particularly sensitive in this case due to Ghibli’s director and his opinion on AI). This policy gives users enough reference to start to shrink the limitless potential of AI by all making the same thing.
Human behavior has lots of examples of our similar tastes when presented with unlimited options. Highly customized products often simplify down to pre-set packages of options. Spotify has shown that when given the world’s music, we often choose the same songs until heavily promoted to explore. In travel, we say we want something different, but we often go to the same destinations.
Does this indicate how we will use AI long term? Is the limitation on AI’s creative potential not technological, but psychological? Or will users’ imaginations and vocabulary develop alongside the technology – finding a day where the GPUs melt outside of creative fads? We blame AI for the looming ‘enshittification’ of content, but is it what many of us actually make when given the choice?
2.) A Tale of Technology and Trust in Two Sectors.
Futurebrand’s new report highlights how top financial brands around the globe have achieved parity in many types of innovation perceptions vs. ‘Big tech’ – while also creating higher levels of trust. FS brands like ‘China Construction Bank’ and ‘Bank of America’ have seen significant brand strength increases in the last decade, often on the back of increased innovation and trust measures.
The FS sector’s regulations and approach to innovation, where stability and responsibility meet new technology, is potentially giving consumers a different perspective vs. ‘Big Tech’ and its progress at any cost perception. This category advantage may create headwinds for financial challengers to push the envelope when it comes to new experiences, as Robinhood has done with its move into banking.
3.) On Fans and Phone Networks
English football club Millwall FC has launched a mobile network, in partnership with Shaka and on the Three UK network. For a club that has a “no one likes us, we don’t care” chant, insular fandom may lend itself to monetisation. Promising club perks and offering various plans, the unexpected move shows how technology and partnership like MVNOs and Embedded Finance is allowing a brand to monetize affinity in more ways.
However, fan response is interesting, as it launched while Millwall sit 11th in the Championship and has been discussed as a distraction vs the on the field efforts for the club. The launch seemingly needs a bit more around why the club is doing this and what it means for the fans. What is it about Millwall that makes it a good choice for fans in mobile service? Do they care more? Will they reward more? A similar lesson is applicable to any brand considering a move like this – with greater capability to sell to fans and therefore more brand extensions, ‘why’ matters more.
4.) When is it, GP-too much?
A new MIT study mirrors some of the findings of recent OpenAI research, showing the potential social risk of high levels of AI usage. MIT’s study has found that while chatbot usage has mitigated some of the effects of social isolation at lower levels of usage, frequent users reported feeling lonelier. The research may show that while AI can help mimic some social interactions, especially for those lacking them, at higher frequency it struggles to provide the social value of human interaction and the gap may become increasingly obvious.
OpenAI’s recent study shows that at high levels of usage, AI users show signs of dependence – not surprising as we begin to outsource information gathering or adapt how we interact to optimise the relationship. However, coupled with MIT’s study, it shows a risk of creating a ‘diet’ relationship, devoid of true social nutrition, but still routine. As AI adapts, it may become more adept at providing the types of social cues and interaction we truly need, especially amongst the isolated who don’t get that elsewhere – but for now, it may be better at highlighting users’ needs for real people.
5.) The Novelty of a Natural Smile.
As perfect celebrity smiles are the norm, natural teeth stand out – as seen with the smile of ‘White Lotus’ actress Aimee Lou Wood. The British actress’ teeth have simultaneously been called a reminder of English dentistry stereotypes and an antidote to the ‘copy and paste’ smile seen with celebrity veneers. Wood herself has said that a lack of veneers or botox is a little ‘rebellious’ in its own way. But how ‘British’ is her smile?
When it comes to British dentistry cliches, data shows it’s a generational issue. Millennial Brits spend 750 pounds annually on dental care, 4x as much as their parents and 8x as much as their grandparents. In fact, 53% of British under 35s report having cosmetic dental work done and 79% of UK 18-24s report brushing their teeth two or more times a day. So while Woods’ teeth are natural, they may not be indicative of other Brits her age.
// Ads You Might Have Missed:
1.) ‘Ad Attack’ – Dreamies:
UK cat treat brand ‘Dreamies’ can claim it’s irresistible to felines, but how can it really show it? Their new OOH campaign takes the claim to new territory using fiberglass cats to ‘attack’ special placements. Building on a simple product shot ad, statues of cats have been placed all around the ad format, seemingly showing cats ‘mid heist’ in an act of product theft not seen since Cravendale. The media creativity at the heart of this campaign reiterates how format and message can go together, as well as showing the potential of thoughtful OOH to live well beyond the proximity of the placement itself.
2.) ‘The Pullout Game Game’ – Durex:
What’s the most popular game in the world? If it’s Durex, it doesn’t involve Mario, Luigi, Checkers or Chess. Instead, the contraceptive brand believes the ‘Pull Out Game’ holds the largest and most…engaged player base and the brand has created a video game to remind you of it. ‘The Pullout Game – Game’ is a virtual Gameboy style experience where a Space Invaders game takes a very sudden death approach. Players are challenged to last as long as they can without letting any enemy ‘shots’ through to a planet like egg, with the game ending when one slips by. Upon losing, players are told that if this was real life, they’d be picking out baby names right now.
While the gaming experience is pretty basic, the brand’s point of view on talking about its product truths is interesting. After years of moving towards positioning the brand as a facilitator of pleasure and sexual exploration, this gaming approach goes back towards fear wrapped in Nintendo nostalgia. Perhaps increased competition or economic worry has caused Durex to talk about what it prevents vs. what it enables?
3.) ‘Call of the Wild’ – E*Trade:
Talking about Morgan Stanley’s integration of market insight into E*Trade’s platform could very easily veer towards the dry and informative. However, the brand leverages a useful metaphor to show how things you think you’re familiar with can still surprise you for the better. A family on a sealife tour finds out their Mom speaks Walrus, much like how E*Trade and Morgan Stanley still have some surprises for familiar users. The ad takes a truth about the familiar and layers on creative hyperbole until something engaging happens – in the process showing that we shouldn’t take familiarity as an insurmountable barrier in consumer relationships and messaging.
4.) ‘Don’t Celebrate Birthdays’ – Etsy:
2024 saw Etsy have to fend off threats from AI generated images and an increase in cheap retail competitors. However to weather these threats, the brand has doubled down on what makes it special – the handmade and personalized gifts that feel more personal to give.
Etsy’s holiday ad did this through talking about the gift search, using Waldo from ‘Where’s Waldo’ to talk about how people feel ‘seen’ with the right gift. Their new ad doubles down on this through birthdays and takes a more tongue in cheek approach, positioning its gifts as the antidote to cliched, identi-kit birthday celebrations. The breadth of its ‘Gifts that say I get you’ brand platform is on show between these two ads and imply that the brand can still push its authenticity further, even as the world has to deal with more AI fakeness.
5.) ‘Corona Infinite Sunset’ – Corona Cero
Drinking may go hand in hand with the phrase ‘It’s five o’clock somewhere’, but Corona Cero is carving its own space with ‘sunsets’. The brand has set out to livestream sunsets around the world, using 250 cameras across 55 countries to constantly capture a sunset somewhere. Streamed live on YouTube and in DOOH, the concept takes a simple idea and executes it earnestly. While it’s more of a brand play than a non-alcoholic variant play, the supporting message ‘that magic like a sunset can happen anytime with cero’ begins to find a place for the product on the brand’s beach world.
// Sunday Snippets
// Marketing & Advertising //
// Duolingo brings its ‘video call with Lily’ conversation feature to a live bus stop activation [Ads]
// BYD, China’s largest electric automaker can’t sell in the US, but it’s expanding elsewhere. [Marketing]
// Following up on previous metal songs, Liquid Death turns hater’s comments into a country album [Ads]
// Tesco places simple OOH ads around the UK to remind people to call mum for Mother’s Day [Ads]
// Building on classic videos of Coke + Mentos, Mentos have created the ‘fizzooka’ in Fortnite [Gaming]
// Temptations dresses cats up like dogs to ‘close the treat gap’ [Ads]
// Chili’s is opening a Scranton branch for any ‘Office’ fans [TV]
// 233 year old UK retailer W.H.Smiths looks to (at least partially) vanish in rebrand [Brands]
// MINI celebrates England Men’s Football and their German coach [Sports]
// Looking into the ‘opt out’ economy of consumer boycotts [Research]
// California Pizza Kitchen fakes a rebrand for their 40th anniversary [Brand]
// Technology & Media //
// H&M is introducing digital ‘twins’ of its models, to be used in social media posts and other shoots with their permission [AI]
// TikTok users have begun ‘invading’ YouTube shorts [Social Media]
// Silicon Valley employees are letting their therapists know how they feel about Zuck and Musk [Tech]
// Technology sets its sights on upgrading the sourdough starter [Food]
// Meta moves closer to principal media buying with large holding companies [Media]
// Apple may be adding cameras to its watches [Tech]
// Facebook goes back to its roots with a ‘friends only’ feed [Social Media]
// “Pop the Balloon” dating goes from viral series & SNL to Netflix [TV]
// How Wal-mart built Amazon’s biggest threat [Marketing]
// Life & Culture //
// Duke University is not happy about their association with TV show, “The White Lotus” [TV]
// LA’s planned Tesla diner has found a chef [Food]
// UK anti-fossil fuel group ‘Just Stop Oil’ have said they’ve achieved their goal and are ‘hanging up the high viz’ [Sustainability]
// If you take airport travel advice from TikTok, you’re probably going to miss your flight [Travel]
// Ghosting gives way to ‘Floodlighting’ in dating [Romance]
// Generational tension comes to Gym Wear [Fashion]
// A repurposed Debenhams department store in Bristol, UK re-emerges as skate park ‘Shredenhams’ [Culture]
// Americans may be more solitary, but why aren’t they dining alone? [Culture]
// Not even state subsidies for singles are helping increase marriage rates in South Korea [Romance]
// Until Next Sunday
As always, let me know what you think by email (dubose@newclassic.agency), website or on LinkedIn.
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