At least we got to choose

@directorofsocial

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SoundTikTok sound · original sound - directorofsocial

Promoted product

Gillette

Venus's collection of women's shaving products. A perfect shave and smooth skin with our razors, blades, disposables, shave gels, electric devices...

2 videos2 creators

Why it worked

The video tapped into a current cultural conversation about AI in marketing and brand creativity, using a relatable example of a major sporting event to illustrate its point.

Summary

The video discusses how Levi's cleverly used a marketing opportunity during the World Cup by covering a stadium sign, setting a trend that other brands, like Gillette and Heinz, followed. The creator argues that Levi's original approach was more authentic and effective than AI-generated shortcuts.

Structure

1Gillette's marketing approach vs. others
2Levi's sets the template
3Brands copying Levi's, some using AI
4

Original caption

First, let me just say that I know it’s not that deep for the general public. But as a marketer, it pains me to see people equate AI shortcuts with brilliant, real-world reactive marketing. Like just imagine how much cooler *and* funnier it would’ve been if Gillette had actually covered a stadium sign with shaving cream. Like sure, maybe they wouldn’t have been able to do that for a million different reasons—but if you can’t do it for real, is it even worth doing it all? Let me know what you think. . . #marketing #advertising #socialmedia #brandstrategy #worldcup

More from @directorofsocial

Product placement

Gillette: ACTS - appears as a brand name on screen and is discussed in the context of marketing. Removing it would change the video's topic. Levi's: ACTS - appears as a brand name on screen and is discussed as the template-setter for marketing. Removing it would change the video's topic. Heinz: APPEARS - a ketchup dispenser with the Heinz logo is shown briefly. Removing it would not change the video's narrative.

On-screen text

At least we got to choose Levi's set the template. Everyone else followed. 10h Cool stuff. Gillette by far is the most clever and best IMO. Reply Hide FC Fast Company How Levi's turned FIFA's stadium censorship into one of the biggest brand moments of the World Cup 2 weeks ago Levi's arklecrawford - How will they know ? PROOF WE ACTUALLY READ THE COMMENTS

Transcript

Gillette didn't copied Levi's didn't do it better they just copied Levi's didn't do homework AI assignment and they used AI on the assignment. And look it's okay to prefer one brand's execution over another. But comments like this that say, oh yeah, it was funny, but every brand did it. Every brand did it. This misses a detail. No brand done hadn't done it first. They were the only brand to recognize FIFA logo situation marketing and an opportunity. And they didn't have to use AI to go viral. They filmed the actual sign that they covered up in real life and they paired it with hilarious trending audio that fit the moment. It only went viral and then every other brand jumped on the bandwagon. And so like I said, it's okay to prefer one brand's execution over another. As long as we're given credits. Marketing. Especially name for. Proof we actually read the comments.