This week, we’re breaking down the wildest, weirdest brand campaigns making noise — and what they say about where marketing is headed. From a tween tantrum turned Toblerone ad to OpenAI’s cringe-core collab with Jony Ives, we’ve got thoughts.

Skip to the bits you fancy!

04:31 — TOBLE MELTDOWNA tween tantrum goes viral in an airport. Turns out to be a Toblerone ad. Smart or triggering? We get into it.

13:15 — HELI DELIVERYElf airdropped skincare to a sailor mid-ocean. Fun. But did it make sense?

20:22 — PURE GOLDWhen a sugar-drink giant tried to block PureSport’s activation at a half-marathon, they pivoted. It was brilliant. Here’s the LinkedIn post we mention.

25:15 — AI TATTOOSThis Cybersmile campaign is unsettling, powerful, unforgettable — exactly as intended. This might be the best use of AI imagery I’ve seen yet.

32:01 — OPEN CRINGESo many people loved the AI-heavy OpenAI Jony Ives launch video/photo. We had other feelings.

41:32 — CHUCKMATESChicken Shop Date’s Amelia joined forces with Converse for ‘Chuckmates’, a dating show where shoes are the first impression.

45:13 — TOMATOES RISINGHigh fashion goes playful with Loewe’s giant tomato hot air balloon. The luxury brand that dares to be witty and weird — and pulls it off.

ABOUT

Chris and Kirsten are the founders of IN GOOD CO, a consultancy that ignites challenger brands with fearless and proactive positioning.

Chris writes a weekly newsletter for +14K subscribers that shares the best-of-the-best on culture, trends, marketing, etc. What she's dropping to friends on Slack or finding useful in meetings with brands | Follow her on Substack

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