Legends, Liquor & Legacy Campaigns
Written By: Lexi Rapnikas
Campaign of the Week: Fireball Won’t Let the Dad Bod Go!
Dad bods are endangered and Fireball isn’t going down without a fight. Sazerac Company's Fireball Cinnamon Whisky is leaning into Father’s Day with a humorous campaign that “saves” the dad bod, positioning it as a nostalgic physique being replaced by modern fitness culture. The brand is releasing a limited-edition “Dad Bod Whisky Fanny Pack” that mimics a dad bod and comes preloaded with Fireball, complete with a built-in spout for parties and cookouts. The campaign, featuring reality TV personalities, frames the product as a playful PSA-style tribute to classic dad energy: grilling, cargo shorts, and laid-back swagger, while encouraging fans to “pledge” support and purchase the novelty item in limited drops.
Michelob Ultra x Knicks Legacy Campaign
Anheuser-Busch's Michelob Ultra says “KNICKS IN FIVE” and we’re right there with them. Michelob ULTRA quickly activated a citywide, real-time campaign following the New York Knicks’ first NBA championship in over 50 years, turning the victory into a narrative about legacy and connection between past and present players. In partnership with BBDO New York, the brand rolled out coordinated executions across Times Square, taxi tops, LinkNYC kiosks, MSG, broadcast TV, and social media, including a standout billboard linking Walt “Clyde” Frazier with Jalen Brunson exchanging a basketball across eras. The effort extended into locker room celebrations and fast-turn content like a post-win TV spot, positioning Michelob ULTRA as embedded in the emotional peak of the moment.
Verizon’s New Simplicity Plan with Dr. Evil
Dr. Evil is helping us say goodbye to complicated phone plans. Verizon’s latest campaign uses Mike Myers’ Dr. Evil and other Austin Powers characters to humorously contrast confusing phone plans with its new “Simplicity Plan,” framing traditional telecom complexity as the real villain. The ad, appropriately directed by Austin Powers filmmaker Jay Roach, shows Dr. Evil launching an overcomplicated mobile concept while his henchmen reveal they’ve switched to Verizon for clearer pricing, reinforcing the brand’s push toward straightforward customer experience. Beyond the main spot, Verizon continues its broader “culture-first” marketing strategy with additional pop culture collaborations, Spanish-language campaigns featuring Yo soy Betty, la fea, and its new Verizon Shine program offering experiential prizes tied to events like the FIFA World Cup 2026.
E.l.f Gives Bigfoot A Big Makeover
We found Bigfoot, and he has awesome hair! E.L.F. BEAUTY is expanding into haircare with its first collection, e.l.f. Hair, launching through a quirky “What the h.e.l.f?” campaign that humorously reimagines Bigfoot with sleek, styled hair after discovering the brand’s anti-frizz products. The campaign leans into e.l.f.’s signature absurdist tone while highlighting a broader message that confidence starts “at the root.” The rollout spans Roblox’s e.l.f. UP! experience, TikTok Shop, Target’s online store, and retail locations, reflecting the brand’s digital-first, Gen Z-focused strategy. As one of the fastest-growing beauty companies in the U.S., e.l.f. continues its rapid expansion beyond makeup and skincare, fueled by strong demand, viral marketing, and recent acquisitions like Rhode.
Jonathan Bailey is Martini’s New Global Martini Man
Bacardi's Martini has named actor Jonathan Bailey its new global “Martini Man” in a multi-year campaign designed to position its Bianco Spritz as an easy, stylish summer drink. The launch includes a cinematic short film set in Italy that blends fashion, heritage, and ritual to frame the spritz as the natural outcome of Bailey’s transformation into the role. Rolled out across TV, digital, social, and experiential activations in cities like Milan, New York, and Madrid, the campaign aims to move the drink from screen to real-world summer occasions. By combining celebrity appeal with a clear product focus, Martini is looking to turn cultural style storytelling into increased spritz adoption.
