The human hedge

The human hedge

Wisdom 💡: 2025 gave us trade wars, tariffs, and AI headlines, resulting in 365 days full of proof that certainty is overrated. Now, as Peppercomm SVP Paul Merchan points out in a piece he recently penned for Wealth Management, 2026 demands grit with a side of wit, because, though markets may wobble, humor steadies the hand. Wealth managers who sprinkle creativity into client conversations aren’t just easing anxiety, they’re turning financial planning into an art form. In a world where unpredictability reigns, the smartest move isn’t outguessing the market, it’s outplaying the fear.

Hut + hot

Wit 😁: Tom Brady has swapped touchdowns for takeout, starring as Pizza Hut’s newest delivery MVP in the “Pizza Before the Hut” campaign. The ad playfully riffs on Brady’s iconic “hut” call, now shouted while dropping off pies, until an unexpected tackle from grandma steals the scene. The spot lands as Brady continues to prove he’s as comfortable dominating pop culture as he was the gridiron, fresh off being spotted ringing in New Year’s Eve with influencer Alix Earle. Fans can score free pizza for their city if a quarterback says “pizza” before “hut” during a live game, adding a cheeky twist to football season. With a $10 Big New Yorker on the menu, Pizza Hut is serving up value and hype just in time for the Super Bowl frenzy.

Don’t get nutty

Wisdom 💡: Almond Breeze flirted with the idea of making almond milk “cool” via AI, imagining the Jonas Brothers riding almond creatures through space, then wisely scrapped it. Instead, the brand’s “It’s Really Good” campaign flips the script, featuring the band poking fun at overblown, AI-driven concepts in favor of something refreshingly simple: authenticity. The improvised tagline lands as both a joke and a truth, tapping into a growing consumer appetite for genuine partnerships over flashy gimmicks. Rolling out across social and streaming platforms like YouTube and Hulu, the campaign proves that in an era obsessed with algorithms, relatability still stays winning. Sometimes, the smartest creative move is knowing when not to use AI.

Pepper Pick

The East Village just got a little extra well done: Burgerhead recently flipped open a second location, serving up its greatest hits: burgers, beef-tallow fries, hot dogs, chicken sandwiches, and shakes @ 145 Second Ave (at Ninth Street).