T-minus 12 days until Super Bowl LIX kicks off.

And we all know the day’s about far more than football—it’s about those $7 million ad spots peppered in amongst the game.

Let’s be real—the only way you’ll get me to watch sports is if there are snacks and clever ads involved (sorry!). But, thankfully, it seems brands are bringing their A-game this year. Today, you’ll find out which ads to watch out for on the big day.

In today's newsletter:

• Our top 3 Super Bowl ads to watch this year

• Why Letterboxd is the king of community building

• Trend plug - You’re so funny

• Ask the Editor - How do I start making video content for my mortgage business?

- Charlotte, Editor ♡

The Super Bowl ad rollout has officially begun.

In the marketing world, this is the Met Gala—except with way more snacks.

Oh, and a $7 million price tag for 30 seconds of fame.

In the weeks leading up to the big game, brands unleash a wave of star-studded teasers, each vying for a viral moment.

Why? Because the Super Bowl is so much more than just the game.

The Super Bowl is the biggest advertising stage of the year, with tens of millions of highly engaged viewers waiting for brands to make their appearance.

So, what’s the vibe for 2025? And which ads are already stealing the show?

If these early ads are any indication, we’re seeing a mix of nostalgia, controversy, and pure chaos. And honestly? We love to see it.

A few standouts so far:

1. Bud Light’s Shane Gillis & Post Malone redemption arc

Bud Light isn’t one to shy away from controversy. And, going off the vibes of the last few years (yikes) and this year’s ad, they’re doubling down on that reputation.

I mean, you gotta play to your strengths, I guess.

Enter comedian Shane Gillis (to call him controversial would be putting it lightly) and our beloved Post Malone, America’s favourite Bud Light drinker.

The duo’s ad is chaotic, self-aware, and very much not an apology tour. Instead, it leans into their bro-y, beer-loving personas with a wink and a nod.

A risk? Sure.

But considering Bud Light is still rebuilding its image, this could either be a masterstroke… or a misstep.

Time will tell. And I’m here for the drama either way!

Watch it here: Bud Light Super Bowl teaser

[Keep reading]

-Sophie, Writer

Why Letterboxd is the King of Community Building

When we talk about brand marketing today, it’s easy to get lost in buzzwords.

Everything from “authenticity” to “influencer partnerships” gets thrown around like my feelings in the dating world (lol.)

But one brand that’s been quietly (and not-so-quietly) mastering the art of real connection is Letterboxd.

(If you don't happen to be a self-proclaimed cinephile like me, Letterboxd is a social platform for sharing and reviewing films alongside fellow film nerds.)

But it’s so much more than just a place to log your movie-watching habits and argue with the opinions of lesser users (my opinion is superior and the only one that matters, of course.)

Letterboxd is also a testament to what happens when you put community at the core of your marketing strategy. And if we’re honest, it’s a strategy that works – like, really well.

We all know community is king. And Letterboxd has king status.

Let’s rewind for a second.

What makes Letterboxd so unique? It’s the way it’s built.

[Keep reading]

-Sophie, Writer

Trend Plug - You’re So Funny

Today’s trend brings a bit of dark humour to the song "She Looks So Perfect" by 5 Seconds of Summer. 

For the trend, creators are sharing a smiling image or video of themselves alongside the text, “You’re so funny!” as if someone has just complimented their humour.

Below that, they reveal the reason for their humour, usually a unique or traumatic experience they’ve “overcome” (or not lol).

The punchlines range from light-hearted to dark. And the more unexpected the reveal, the better. Some examples we've seen are, “You’re so funny!” Thanks, I had to shave a patch of hair off for a role and “You’re so funny!” Thanks, we don't say I love you in my family.

Think coping-mechanism humour, but make it shareable.

How you can jump on this trend 

Use the trending sound (which already has over 800k uses!), then add the text overlay, “You’re so funny!” followed by your personalised, funny, or traumatic punchline.

Be unexpected, keep it concise, and aim for “I felt that” reactions in the comments.

A few ideas to get you started:

• “You’re so funny!” Thanks, my therapist calls it “emotional resilience.”

• “You’re so funny!” Thanks, I picked comedy over crying when my ad campaign flopped.

• “You’re so funny!” Thanks, my family calls my career choice a ‘cute hobby.’

-Abdel, Social Media Coordinator

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Ask the Editor

Q - As a mortgage broker, I want to create more educational content. How do I present it in a way that's interesting to watch? - Val

Hey Val!

If you're looking for an easy content format, you can start with creating "talking head" videos. This just means you film yourself talking to the camera about your area of expertise. Think about some little-known insights about your industry and create content around these.

For your hook, try calling out your audience then introducing this information, such as, "First home buyers, did you know...?" This creates curiosity and zeros in on your target audience in the first couple seconds.

Another content style you could try is breaking down common scenarios of first home buyers on a whiteboard. This could be an easily repeatable content style as there are an endless combination of factors that go into the decision to buy a home.

Don't be afraid to try several different video styles to see what works for your audience!

- Charlotte, Editor ♡

For the group chat

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