Big game bets

Beyond the buzz

Wisdom 💡:  Staying relevant is a balancing act. Play it too safe and no one talks about you, chase the internet too hard and you risk losing trust just as fast. Social media can spark momentum overnight, but as brands like Shein and Temu show, virality only sticks when it’s backed by credibility and product quality. Data from QuestBrand suggests that awareness may fuel a quick rise, but trust is what keeps a brand standing when controversy or fatigue hits. In the end, marketing can light the match, but long-term relevance depends on whether consumers believe the brand is worth following once the hype fades. 

Kickin’ it with Kendall 

Wit 😁: Fanatics’ new spot with Kendall Jenner turns an internet meme into its own punchline, with Jenner playfully leaning into the so-called “Kardashian curse” that jokes athletes slump after dating someone in her family. Rather than dodge the rumor mill, she cracks wise about it, suggesting she’s been cashing in by betting on those slumps instead of blaming herself. The glamorous, self-aware ad uses tongue-in-cheek humor to make betting culture feel a bit more human and a lot more fun. By embracing the joke instead of hiding from it, the campaign shows that a clever wink can be way more memorable than playing it safe. 

Big game bets 

Wisdom 💡: Every Super Bowl ad wants to win the moment, but only a few earn a permanent spot in pop culture. ADWEEK’s look back at the past 26 years shows that the most iconic spots weren’t always the biggest or loudest, they were the simplest, smartest, or most emotionally tuned to their time. From catchphrases and celebrity turns to quiet purpose-driven plays, these ads proved that great creative can outlast the game itself. The lesson: spend gets you airtime, but originality and insight are what make history. 

Pepper Pick

This weekend calls for peak couch commitment and serious snacking, and thankfully, we’re fully prepared with the ultimate macaroni and cheese recipe to carry us through.