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Did I miss the “everyone's making music videos now” meeting 🎬
Every brand suddenly wants to be a pop star.
Gap is dropping choreographed campaigns. Hawaiian Tropic hired a choreographer to create "the dance of the summer." Cheetos made a four-minute music video starring Nickelback and Megan Thee Stallion, which honestly feels like someone's LinkedIn got hacked.
And somehow…it's working.
Because consumers don't hate content. They hate ads.
The second something feels like it was approved by seven people in a conference room, people scroll. But wrap the same message inside a deeply unserious music video? Suddenly, people are posting your ad in their group chat voluntarily.
Music videos are the perfect loophole. They're built for clips, reactions, memes, dance trends, all the things that make the algorithm go brrr. A traditional ad gets skipped. A campaign where Megan Thee Stallion and Nickelback share screen time gets dissected frame by frame for three weeks straight.
That's why all of these feel intentionally unhinged:
Celebrity pairing that makes you go "wait what"
Choreography they committed to with their whole chest
A sound engineered in a lab to haunt TikTok
Just enough chaos to make you tag three people immediately
Modern marketing isn't about getting people to watch anymore. It's about getting people to participate.
And B2B marketers? Unfortunately, this applies to you too.
No, I'm not saying your SaaS company needs a Megan Thee Stallion feature. But also…why not? Who's stopping you? Cowardice?
B2B brands are facing the exact same problem: audiences are exhausted by content that sounds like it was written by a committee of robots. Every LinkedIn post feels generated. Every webinar is legally required to say "unlocking" or "leveraging" in the title.
Meanwhile, the brands actually growing are creating things people want to interact with. Not because they're "optimized for engagement." Because they're not boring.
The internet rewards personality now. The willingness to commit to something weird. To make something that might flop.
The brands willing to entertain are becoming the brands people actually trust.
Which is devastating news for whoever just scheduled their fourteenth "5 Tips" carousel with a gradient background.
—Maddie
