The Super Bowl half-time show’s been living rent-free in my head all week.

My biggest takeaway? Bell-bottoms are about to make a huge comeback.

But Kendrick Lamar’s pants aside, did anyone else notice something different at this year’s Super Bowl? In the past, the young and hot have featured in most of the ads. But on Sunday, our screens were graced with a sea of grey-haired (albeit beautiful) people.

In today's newsletter:

• Super Bowl? More like Silver Bowl!

• Why branding is in its delulu era

• Trend plug - I like how you're at least 18 years old

• Ask the Editor - When should I start making content about my new business?

- Charlotte, Editor ♡

Super Bowl commercials have always been a showcase for pop culture.

But this year, something was different.

For the last two weeks, I haven’t been able to quite put my finger on it, and then it hit me.

The usual parade of Gen Z darlings and internet sensations has been replaced by a roster of A-listers over 50.

Eugene Levy (and eyebrows) hamming it up for Little Caesars.

Willem Dafoe and Catherine O’Hara bringing their signature charm to Michelob Ultra. 

And the iconic trio of Matthew McConaughey, Martha Stewart, and Kevin Bacon in Uber Eats’ “Century of Cravings” spot.

Even WeatherTech got in on the action with their “Born to Be Wild” badass grannies.

But why the sudden shift? Is this a strategic pivot or just a happy coincidence?

Or is it, most importantly, that we all just collectively love seeing Daddy McConaughey doing, well, basically anything? (Yes. The answer is yes.)

One big factor in the rise of the silver economy: money.

Americans over 50 account for 51% of all consumer spending, according to the AARP. If they were a country, they’d have the third-largest economy in the world, just behind the U.S. and China.

For years, marketers have chased younger audiences, believing them to be the holy grail of brand loyalty.

But with Gen Z and Millennials tightening their budgets, it seems brands are now courting the demographic that actually has disposable income—and they’re using familiar, beloved faces to do it.

[Keep reading]

-Sophie, Writer

There was a time when a snack brand was just a snack brand.

A bank was just a bank.

A candle company was just...a candle company.

But somewhere along the way, brands collectively lost the plot and decided they weren’t just selling products anymore—they were selling a lifestyle.

Now, every brand wants to be a movement, a mindset, a whole personality trait.

And honestly, some of y’all need to chill.

So, how did we get here?

Blame the rise of consumer “tribes.” Modern shoppers, particularly Gen Z and Millennials, want to buy from brands that align with their values, aesthetic, and personality.

Enter the era of hyper-personalised, emotionally-driven branding. Companies no longer market their products; they market a way of life.

We see it everywhere:

• Food brands pushing "cult-like communities" (looking at you, Poppi). Sparkling probiotic soda is great, but do we need Instagram captions about it “changing lives”?

• Bank apps trying to be your financially-savvy BFF (why does Chase think it needs a TikTok presence?). I want a mortgage, not a meme about "grindset culture."

• Toothpaste brands claiming to boost your confidence and “change your aura” (like, it’s minty, calm down).

Some brands have pulled it off brilliantly.

Apple, Lululemon, and Glossier didn’t just create products. They built entire aspirational worlds that customers genuinely wanted to be part of.

But now? Every brand wants in, whether it makes sense or not.

[Keep reading]

-Sophie, Writer

Trend Plug - I like How You're at Least 18 Years Old

Ok, these trends keep getting more and more insane lol.

This one comes from Family Guy (Season 21, Episode 11 – Love Story Guy). In the clip, Screaming Joe confidently says, "I like how you're at least 18 years old."

When the person tries to correct him, he screams the line again, louder and angrier, refusing to acknowledge he’s wrong. The joke? He’s just gonna double down no matter what.

Now, the sound has become a way to label something completely wrong. The funnier the mismatch, the better. We’ve seen this used for obviously inaccurate statements like, "I like how you’re boiling water" → cut to a pot that’s barely simmering or "I like how you're zero calories" → cut to blueberries.

How you can jump on this trend:

This one works best when you’re fully committing to being wrong; the more confident, the better. Simply use this sound, and lipsync the line, "I like how you're at least 18 years old."

Then, say it again after being interrupted, but in a way more aggressive tone. Add OST for context and boom!

A few ideas to get started

• "I like how this is organic content." → Cut to a super scripted ad.

• "I like how I’ll just post and log off." → Cut to checking notifications every five minutes.

• "I like how this post won’t flop." → Cut to 3 likes.

-Abdel, Social Media Coordinator

Today on the YAP podcast… Kendrick Lamar’s Show Was…

Want even more ‘YAP’ing? Check out the full podcast here.

Ask the Editor

Q - I'm opening my own hair salon in May. How soon should I start creating content for this new venture? - Cindy

Hey Cindy!

I would start now! As you're preparing to open in a few months, there will be tons of opportunities to make content.

You can document the space fitout, share the highs and lows of starting a business, and celebrate milestones. This kind of content is perfect for building an audience of people who want to see you succeed!

Ideally, you'd use the next few months to build this new brand on socials. Then, you'll have an audience of people who are eager to check out your salon when it finally opens!

- Charlotte, Editor ♡

For the group chat

😂Yap’s funniest home videos: OUCH
❤How wholesome: awoo awoo
😊Soooo satisfying: SLICING
🍝What you should make for dinner tonight: Cheeseburger Rice

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