Kicked off by the Super Bowl, irreverent bro humor and sex appeal-based marketing is officially making a comeback
There’s a certain early aughts sensibility — think bro-y humor, racier advertising or general objectification of everyone — that seems to be making a comeback.
Just look at last night’s Big Game. Bud Light’s spot, “Big Men on the Cul-de-sac,” starring comedian Shane Gillis and Post Malone, could be viewed as a return to form for the brand, leaning on cheeky humor targeting men. Carl’s Jr., meanwhile, made headline’s last week for its Super Bowl marketing featuring influencer Alix Earle in a more overtly sexualized ad, seemingly resuming a marketing strategy the brand left behind in 2017.
It’s not just the Super Bowl, either. Men’s personal care brand Dr. Squatch, for example, has been using a similar tone of humor and sex appeal to stand out with ads starring actress Sydney Sweeney, aiming to appeal to fans by speaking to their fans the way that men speak to each other. (Sweeney also popped up in Hellmann’s When Harry Met Sally Super Bowl ad when Sweeney delivered the iconic, “I’ll have what she’s having” line at Katz’s after Sally, played by Meg Ryan, recreated the infamous scene.)
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Source:: Digiday
