BITES // 2.03.22 // TODAY’S TOPIC: LOVE IS IN THE AIR
Every month we collect six of the best pieces of content published on the web and share them with you, because we believe that the most extraordinary thinking is inspired by looking to unexpected places. BITES is a reading list for those who want to bring a little of the outside, in.
1. MANIFESTATIONS ARE SELF LOVE
Wise people always say, “You need to believe it before you can see it.” Twitter is exemplifying just that in their recent celebrity-studded ads across major cities all over the US and Canada. ‘If you can dream it, tweet it.’ is how Twitter captioned their OOH campaign which uses giant billboards in popular city hubs such as Times Square in New York and Hollywood Boulevard in Los Angeles. Each image features a picture of a popular celebrity or influential person at the height of their fame, alongside a real past tweet of theirs speaking into fruition their success. It’s beautiful to see Twitter sharing a message that shows how much love there is in believing in your own dreams; it’s also very effective and on point considering according to Twitter there have been roughly 59 million tweets about manifestation over the past three years. Twitter is also using this project to donate $1m to the charities of the celeb’s choice, including Boys and Girls Club, Destination Crenshaw, and UNICEF Canada so the love just continues!
2. BLACK LOVE AT HOME
Realtor.com’s recent spot features Big Boi, one half of the rap duo Outkast, and celebrates a Black couple getting their first “big boi home”. This is significant because homeownership is a luxury and milestone that hasn’t always, and sometimes still isn’t attainable to Black families due to discrimination. The ad is upbeat and fun, using the rapper’s 2003 hit “The Way You Move,”. According to the National Association of Realtors, since 2019 Black Families have been leading the charge in the rise of millennial homeownership. Big Boi walks through the couple’s impressive new house listing off each attribute and celebrating alongside them.
3. FLOWERS OF LOVE
That Flower Feeling identifies some of the acts of self-care people do to unwind and experience self-love in their new spot, “Flowers. Self Care Made Easy.”. Typically flowers are an outward expression of love or bought as a luxury for a special occasion, That Flower Feeling challenges one to view flowers as everyday self-indulgence. The woman in the spot tries everything from spa treatments to yoga and meditation, with each going awry until the calming VO informs that flowers are “proven by actual science to give you a mental and emotional boost.” It’s a fun and relatable concept to consider, especially with Valentine’s Day right around the corner. But why can Valentine’s Day be every day?
4. IN LOVE WITH ‘ENCANTO’
Disney’s newest animated film Encanto was released on Thanksgiving but has been picking up steam since its release on Disney+ at the end of 2021. Encanto is about family love and relationships, and so many people identify with the film that Encanto related content has completely taken over TikTok, trending since the Disney+ release. It’s really the infectious music from the film that the world fell in love with, which is no surprise considering it’s Lin Manuel Miranda behind the soundtrack. Four songs from the movie are currently on the Billboard Hot 100, with the hit ‘We Don’t Talk About Bruno’ climbing to the top 5 and still rising. The song is not only maybe the catchiest Disney song ever, it also has surpassed the Oscar-winning hit “Let It Go” from the movie Frozen (2013), as the biggest Billboard Hot 100 hit from Disney’s animated films. The movie is definitely a celebration of real love and a must-see for the whole fam, and an exciting way brands can learn from the power of music and family love!
5. LOVE IS ACCEPTING THE HELP
As we enter year three of the Covid-19 pandemic which has impacted the mental health of many, people are turning to teletherapy and telepsychiatry. Better Help is a company that allows those patients to get the mental health assistance they need virtually from home. In Better Help’s new spot they reference this by depicting a man free-falling with a failed parachute, who refuses a lady with a functioning parachute’s help. The ad reminds us that you owe it to yourself to accept the help you need.
6. CLOSER TO WHAT YOU LOVE
Microsoft’s new spot entitled ‘Closer To What You Love’ highlights a reality a lot of people know these days: working on a collaborative virtual team. In the spot graphic designers use Windows 11 PCs, and various Microsoft tools to collaborate on projects remotely. This sentiment is one many are looking for in the shadow of not really knowing the future of the pandemic. People are looking for virtual teams that feel connected and fulfilling as there is a mass exodus of those in creative fields many are dubbing “The Great Resignation”. Microsoft reminds us about the capability to work from home with people from all over the world and stay connected to your passion for your work.
TAKEAWAY-
Love is definitely in the air this February and brands are taking notice. Brands and creators alike seem to be finding new ways to connect to how consumers are actually feeling in these times, and the feelings that matter to us most. It’ll be interesting to see how advertising continues to lean into emotional insights and create genuine conversations about turning love for a brand or product both inward and outward. This is a positive change seeing as more love is always a good thing!
