Over the past few years, more and more ads from the big game have started to blur together. While last year was heavy on nostalgia, this year leaned almost entirely on celebrity cameos. The budgets have skyrocketed, but the distinction between each ad hasn't grown as much.
It’s not that the ads are bad by any means; they have just become more formulaic. The surprise factor has been replaced by scale, which doesn’t always translate into memorability. This marketing trend says a lot about how brands are choosing to compete for attention.
The Engagement-First Era
Scroll through any social feed and you’ll see similar patterns: bold statements, polarizing opinions, and content aimed at provoking a reaction. Whether that reaction is positive or negative almost doesn’t matter. Engagement is engagement, and the algorithm rarely distinguishes between the two. That approach can absolutely work if the goal is short-term visibility. But visibility and credibility are not the same thing. While one gets you noticed, the other gets you chosen. For industries where trust is the product (financial services chief among them) that distinction becomes critical.
Memorable Doesn’t Always Mean Meaningful
Some of the most talked-about campaigns in recent years have been memorable for the moment they created rather than the message they conveyed. People remember the experience, the joke, or the surprise. Ask what the company actually does, or which company even ran the ad, and the answer gets hazier. Memorability without relevance creates recognition, but that alone doesn’t move decision-makers who are evaluating strategic partners. You need to stay true to your brand and be consistent in the story it tells. Remember that financial audiences aren’t just asking, “Have I heard of you?” They’re asking, “Do I trust you?”
Why Financial Brands Play a Different Game
Marketing for financial services operates under a different set of expectations than consumer brands, including regulatory restrictions, longer decision cycles, and a much higher sensitivity to reputation. But that doesn’t mean creativity is off the table, it just means it has to be anchored in clarity. A message that feels disconnected or overly trend-driven can introduce unnecessary volatility into brand perception. Trust is built through consistency, expertise, and communication that respects the audience’s intelligence. A single flashy campaign won’t replace that foundation, and in some cases can even distract from it.
Borrowed Authority vs. Earned Authority
The heavy reliance on celebrity endorsements this year is another interesting signal. Familiar faces can draw eyes quickly, but they’re ultimately a form of borrowed authority where brands are relying on the celebrity’s credibility to transfer to their own. These tactics aren’t inherently ineffective, but their impact depends on how well they align with a brand’s broader narrative and goals. Keep in mind that financial audiences tend to look for earned authority: demonstrated knowledge, steady performance, and a track record of showing up with useful insight rather than borrowed recognition. Using a celebrity spokesperson can help you grab attention, but your expertise is what ultimately builds trust and lasting relationships.
The Long Game Still Wins
In a crowded market, the goal isn’t simply visibility, it’s meaningful visibility. Bold creative and large-scale campaigns can work when they reinforce what a brand stands for rather than replace it. For financial organizations especially, the most effective marketing doesn’t choose between attention and trust. It builds both, intentionally and over time. The brands that stand out aren’t the loudest; they’re the ones whose message and storytelling has lasting power after the campaign ends.
If you’re looking to create a marketing campaign that captures attention, sparks conversations, and builds brand loyalty, we’re here to help. Let’s discuss how we can craft a strategy that turns your brand’s message into a moment audiences will remember. Contact us today to start the conversation.
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