Marketing Moves of the Week: Uber, American Eagle, Hello Kitty, Cartier, Walker’s Shortbread
What it is
Uber’s first national holiday campaign follows a woman traveling from the airport while reflecting on her strained relationship with her father. The creative shows the emotional weight of returning home, with the car ride acting as a narrative container.
Why it is good
Transport brands usually position around efficiency or convenience. Uber moves toward emotional relevance without adding sentimentality. The ride becomes a frame rather than a metaphor. The story is not about the brand resolving conflict. The brand is not central. That restraint increases credibility. Marketers should consider this shift carefully. If your platform involves functional utility, allow it to remain functional and let narrative build around it rather than through it.
What it is
Martha Stewart stars in American Eagle’s new holiday campaign, appearing in a denim-wrapped setting and using the brand’s products as wrapping materials. The creative lightly references her reputation for precision while acknowledging the cultural status she carries across generations.
Why it is good
After a difficult year, many brands would try to prove course correction through careful messaging. American Eagle instead shifts attention onto someone who embodies control of narrative. Martha Stewart’s involvement feels deliberate because she drives the tone herself. The ads acknowledge her cultural status without turning her into a mascot, which keeps the campaign grounded. The work shows that recovery does not always require reform, it can come from re-framing the conversation through someone who already understands how to hold it.
What it is
Sanrio partnered with the women-led F1 Academy to build Hello Kitty-branded fan zones and experiences at the Las Vegas Grand Prix. The activation featured custom race suits, creative hubs, and fan interactions aimed at expanding motorsport engagement beyond traditional audiences.
Why it is good
Motorsport activations often focus on speed or engineering. This campaign prioritized cultural equity and familiarity. It brings a non-automotive character into a high-performance environment without diluting either. The approach strengthens the F1 Academy’s positioning for young women by anchoring in accessible symbolism.
@hellokitty Supercute memories with @F1 Academy on and off the track during @F1 Las Vegas 🏎️🎀 #hellokitty #f1academy #f1 #lvgp
What it is
Cartier released a new film set in Paris featuring its iconic panther motif moving fluidly through city environments. The visual production makes use of CGI but keeps the aesthetic aligned with the maison’s existing storytelling language rather than pushing spectacle for spectacle’s sake.
Why it is good
The film expands Cartier’s mythology without overstating the modernity of its approach. The visual craft is advanced, yet the tone stays aligned with the brand’s existing language. Fantasy is used here as a layer of expression, not escalation. What stands out is how consistently each element protects the integrity of the house while allowing for evolution. The campaign demonstrates that luxury thrives not by reinventing itself, but by extending what has already proven timeless.
What it is
Walker’s extends its new platform with a holiday iteration featuring Andy Murray wearing a shortbread-inspired sweater. The film draws on the language of premium celebrity endorsements but replaces luxury product placements with shortbread.
Why it is good
Many festive campaigns rely on exaggerated charm or lean heavily into sentiment. Walker’s takes a quieter path. The humor lands because Andy Murray delivers it without winking at the audience, mirroring how high-end endorsements usually operate. The brand stays in its lane but carries itself with the same self-assuredness typically reserved for luxury categories, which makes the parody feel earned. It proves that familiar products can command attention when the execution matches the confidence of the format it references.
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