Hulu. Disney. Who dis?

This week, Maddie investigates what makes a billboard impossible to ignore, why Brian Urlacher is apparently a hair restoration icon, and how to make marketing feel human.

Enjoy 👇

I fear I have reached the point in my life where a billboard can make me have marketing thoughts.

One recently crossed my virtual desk and, surprise surprise, I had opinions.

Disney+ and Hulu’s “Hu Dis?” campaign.

Full disclosure: I did NOT see this billboard in person.

It came across my virtual desk.

And somehow I am still writing about it, so unfortunately for them, the marketing worked.

Because I think there are three things that make or break a billboard:

I am driving.

I have a podcast on.

I’m thinking about dinner.

Maybe I’m fighting for my life trying to merge.

I am NOT stopping to read your 47-word brand manifesto.

“Hu Dis?” works because I get it immediately.

Hulu. Disney. Who dis?

Cute.

Got it.

Moving on with my life.

First glance: lol.

Second glance: wait… who IS that?

Now I’m looking at the billboard AGAIN.

You have successfully tricked me into engaging with advertising.

I hate to say it, but…

girl, you got me.

And honestly? That is the dream.

This is the big one.

Because I can see a billboard, think “oh that’s fun,” and then forget it before I hit the next stoplight.

Meanwhile, “Hu Dis?” went from:

billboard → virtual desk → my notes app → Digital Gravity

Like…

I fear I have become part of the campaign.

And don't even get me started on Brian Urlacher.

Because I have been seeing this man as the face of balding-men billboards in Chicago for YEARS.

At this point, I have a conspiracy theory that he signed his life away.

Because I refuse to believe there is a dollar amount high enough to make me want my face permanently associated with hair restoration.

You are a Chicago Bears legend.

You could be known for literally ANYTHING.

And somehow my brain goes:

“Oh yeah. Hair guy.”

That is branding.

Unfortunately.

Actually, this might be the strongest branding case study I have ever seen.

Anyway.

There’s a B2B lesson in here somewhere, so let me bring this back before I get sued by Brian Urlacher.

And honestly, this isn't really a billboard lesson.

The billboard is just a really obvious example.

This applies to basically everything you make as a marketer.

Your:

Before you hit publish, step outside of your marketer brain for a second.

Look at it like you’re the person on the other side of it.

Can they understand it?

Will they look twice?

Will they remember it?

Because the goal isn't just to make something.

It’s to make something people actually notice.

Now excuse me while I investigate the Brian Urlacher conspiracy.

— Maddie

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