Loewe: Decades of Confusion
Posted: Sat Feb 01, 2025 9:54 am
Starring actors Aubrey Plaza (The White Lotus, Parks and Recreation) and Daniel Levy (Schitt’s Creek, Good Grief), Decades of Confusion is a surreal short film from fashion brand Loewe.
We see spelling-bee contestants across the decades trying and failing to spell the brand name Loewe, to hilarious effect.
Every contestant is played by Plaza, who sports an iconic Loewe outfit in each era—a nod to the evolution of the brand’s designs throughout the ages.
While this could be seen as advertising, I’d argue that it’s also a great example of branded content. At two and a half minutes, it’s the length of a short, and—like all branded content— is largely narrative-driven. The fact that Loewe defer creative control to Levy and Director Ally Pankiw (The Great, Shrill, Feel Good) also signals that this project is about entertaining the audience, rather than just selling to them.
Fans will seek out this content specifically to see Plaza and Levy—two physicians email list actors loved for their sardonic personas and quirky style. By featuring them, Loewe clearly communicate the brand’s cultural identity and values, align themselves with their audience, and build that emotional connection.
3. Hallmark + NFL
Hallmark and NFL have joined teams to develop some NFL-branded hallmark holiday content.
You know, those movies where the high powered business woman heads home for the holidays, and, in a series of inexplicable events (hint: Christmas magic), meets her soul mate and decides to pack it all in to live happily-ever-after in her quaint little hometown village, where Christmas is a 365 day a year event, and the neighbors are friendly and everyone gets along and it all sort of feels like a Black Mirror episode?
Don’t pretend you don’t know what I’m talking about!
Since the Taylor Swift and Travis Kelce romance blossomed, female audiences have taken more of an interest in football.
In fact, 64% of Gen Z and millennial women now hold a favorable view of the NFL
Hallmark is making the most of this uptick in audience sentiment by partnering with NFL to create original movies like Holiday Touchdown: A Chiefs Love Story.
holiday touchdown
This branded content will help Hallmark expand its audience to NFL fans—old and new— keeping them culturally relevant.
But the branded content collab doesn’t just make sense for Hallmark. The NFL will also benefit by:
Diversifying their fan base; connecting with Hallmark’s family-oriented audience.
Building more emotional engagement between their audience and their brand.
Aligning their brand image with values of connection and family.
We see spelling-bee contestants across the decades trying and failing to spell the brand name Loewe, to hilarious effect.
Every contestant is played by Plaza, who sports an iconic Loewe outfit in each era—a nod to the evolution of the brand’s designs throughout the ages.
While this could be seen as advertising, I’d argue that it’s also a great example of branded content. At two and a half minutes, it’s the length of a short, and—like all branded content— is largely narrative-driven. The fact that Loewe defer creative control to Levy and Director Ally Pankiw (The Great, Shrill, Feel Good) also signals that this project is about entertaining the audience, rather than just selling to them.
Fans will seek out this content specifically to see Plaza and Levy—two physicians email list actors loved for their sardonic personas and quirky style. By featuring them, Loewe clearly communicate the brand’s cultural identity and values, align themselves with their audience, and build that emotional connection.
3. Hallmark + NFL
Hallmark and NFL have joined teams to develop some NFL-branded hallmark holiday content.
You know, those movies where the high powered business woman heads home for the holidays, and, in a series of inexplicable events (hint: Christmas magic), meets her soul mate and decides to pack it all in to live happily-ever-after in her quaint little hometown village, where Christmas is a 365 day a year event, and the neighbors are friendly and everyone gets along and it all sort of feels like a Black Mirror episode?
Don’t pretend you don’t know what I’m talking about!
Since the Taylor Swift and Travis Kelce romance blossomed, female audiences have taken more of an interest in football.
In fact, 64% of Gen Z and millennial women now hold a favorable view of the NFL
Hallmark is making the most of this uptick in audience sentiment by partnering with NFL to create original movies like Holiday Touchdown: A Chiefs Love Story.
holiday touchdown
This branded content will help Hallmark expand its audience to NFL fans—old and new— keeping them culturally relevant.
But the branded content collab doesn’t just make sense for Hallmark. The NFL will also benefit by:
Diversifying their fan base; connecting with Hallmark’s family-oriented audience.
Building more emotional engagement between their audience and their brand.
Aligning their brand image with values of connection and family.