Could Your Company Benefit from Fastvertising? - HBR IdeaCast Recap

Podcast: HBR IdeaCast

Published: 2025-12-02

Duration: 28 min

Summary

This episode explores the concept of fast advertising, defined as quickly produced ads that respond to cultural moments, exemplified by Oreo's viral tweet during the 2013 Super Bowl. Ayelet Israeli discusses the strategies brands can use to engage consumers authentically and effectively in today's fast-paced media landscape.

What Happened

In this episode of HBR IdeaCast, Alison Beard and Adi Ignatius delve into the phenomenon of fast advertising, a strategy that allows brands to capitalize on cultural moments with speed and relevance. They reminisce about the 2013 Super Bowl, where Oreo's quick-thinking marketing team created a viral tweet during a power outage, showcasing the potential of timely, clever marketing. This event marked a pivotal moment in social media advertising, garnering 525 million impressions and setting a standard for future campaigns.

Ayelet Israeli, an associate professor at Harvard Business School, joins the conversation to define fast advertising as the ability to create ads swiftly in response to trending cultural events. She emphasizes that successful fast advertising connects brands with consumers in a personal and authentic way, but also warns of the risks involved. Not every brand is suited for this approach; it's crucial for companies to remain true to their brand identity and values when considering fast advertising as part of their marketing strategy. Israeli explains that while traditional media can accommodate fast advertising, the real advantage lies in the instantaneous nature of social media, which amplifies the reach and impact of these ads.

Key Insights

• Fast advertising allows brands to quickly respond to cultural moments, creating relevant and engaging content.
• Oreo's tweet during the 2013 Super Bowl exemplifies the potential for viral marketing through timely social media engagement.
• Not all brands are suitable for fast advertising; authenticity and brand identity must guide the strategy.
• Ryan Reynolds' marketing firm, Maximum Effort, is a leading example of how to effectively implement fast advertising.

Key Questions Answered

What is fast advertising?

Fast advertising is defined as advertising that is created quickly to align with current cultural trends. Ayelet Israeli explains that brands aim to produce ads that resonate with what people care about at the moment, allowing them to be part of ongoing conversations. This strategy often involves creating ads within hours or a couple of days, making the brand relevant and personal to consumers. Israeli notes that while companies have always participated in cultural moments, fast advertising enables them to respond in real-time, increasing their visibility and engagement. However, this approach requires careful consideration of the cultural context to ensure the messaging remains relevant and effective.

How did Oreo successfully execute fast advertising?

Oreo's success during the 2013 Super Bowl is a prime example of fast advertising in action. When a power outage delayed the game, Oreo's marketing team quickly crafted a tweet featuring their cookie against a dark backdrop, accompanied by the clever phrase, 'You can still dunk in the dark.' This timely response not only showcased their creativity but also resulted in approximately 525 million impressions, highlighting the effectiveness of engaging with cultural moments. The team had prepared for such a situation by creating a 'war room' dedicated to developing relevant content on the fly. This proactive approach allowed them to capitalize on the unexpected event, turning a potential crisis for advertisers into a viral marketing opportunity.

What are the risks of fast advertising?

While fast advertising can yield significant rewards, it also comes with inherent risks. Ayelet Israeli cautions that brands must remain authentic to their identity and values when engaging in this strategy. For instance, a luxury brand focused on timelessness may not be well-suited for fast advertising, as it could feel disingenuous to their audience. Additionally, brands risk losing relevance if their quick responses do not align with the cultural moment or if the moment passes too swiftly. It's vital for companies to balance the speed of their responses with the necessity of maintaining a coherent brand message.

Which brands are currently excelling in fast advertising?

Ryan Reynolds' marketing firm, Maximum Effort, is recognized for its adeptness in fast advertising. Ayelet Israeli highlights a notable campaign where, following a pivotal moment in the 'Sex and the City' reboot, Maximum Effort quickly produced an ad for Peloton featuring Chris Noth, who portrayed Mr. Big. Within 48 hours of the episode airing, they created an ad that humorously revived Mr. Big, effectively turning a potentially damaging narrative for Peloton into a positive one. This quick turnaround exemplifies how successful fast advertising can transform public perception and engage audiences in a meaningful way.

How has social media influenced fast advertising?

Social media has been a game-changer for fast advertising, allowing brands to reach consumers instantly and amplify their messages. Ayelet Israeli notes that while traditional media channels like television can implement fast advertising, they often involve longer approval processes and production timelines. The immediacy of social media enables brands to launch clever ideas in real-time, capitalizing on viral moments. When a fast advertising campaign succeeds, it can generate significant word-of-mouth promotion as consumers share the content, further enhancing its reach and impact.