Contagious content

The beauty of content is that when it resonates, you feel compelled to share it with others and become a part of a chorus of fellow fans.

Watching and discussing shows like Succession and Ted Lasso becomes a communal exercise on a specific night of the week, a tradition of scheduled consumption. Depending on what you’re watching, there is a communal cry, gasp, laugh and, eventually, closure.

This chorus of fans creates an environment where brands can nerd out too. But how do you stick the landing and avoid the dreaded “Silence, brand.” meme?

Join the conversation already happening. Be human. Ahead of the finale of Ted Lasso, Nike admitted it didn’t know how things would end, but what a ride it’s been, huh?

Both of these ads tap into specific fan behaviors, making these communities feel seen and, ideally, building brand affinity.

The key to becoming part of a cultural moment is acknowledging that it’s not for everybody. Plenty of people don’t watch the Super Bowl or awards shows. You are resonating with the passionate: the quality in a sea of quantity.

Nike’s spot speaks to this passion in a way that has become its trademark. As the spot winds through the people of Richmond, familiar faces appear as a seemingly endless handmade AFC scarf unfurls with the message: “We don’t know what will happen, but we can go further, be braver, come back stronger. We can believe even harder, and we can change what victory looks like. We don’t know how it will end, but we know we’ve already won.”

Ted Lasso’s endless optimism and ability to transform those around him was central to a show that acted as a balm in a sad and broken Covid world. Nike’s ad celebrates the fans and nods to this feeling shared by so many.

Stories have the ability to humanize brands, making them relatable and memorable. They create a sense of authenticity and build trust by sharing experiences, values and aspirations. When brands effectively utilize storytelling, they can forge an emotional bond with their audience, sparking conversations, generating loyalty and fostering a sense of community.

It’s the brands that use storytelling and speak with the heart of a fan that capture attention.