Peloton has tapped "Heated Rivalry" actor Hudson Williams for a
campaign that Glamour says borders on NSFW, thanks to the actor’s “very short shorts.”
The spot features Williams “running, biking, working out,
dancing, and even winking for the camera,” according to Glamour. “It’s practically
indecent! It’s a marvel on a treadmill! As one fan put it on Threads: ‘What a day to have eyes!’”
Williams also shared the video on social media, according to The Hollywood Reporter.
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Meanwhile, Nespresso is enlisting pop star Dua Lipa alongside longtime brand ambassador George Clooney in its latest campaign.
“Dua takes the lead, with Clooney
providing comic relief in a campaign created by Leo Constellation and director Clément Durou,” according to Muse by Clio. “The storyline follows Lipa on a carefree, caffeinated odyssey, blending luxe
living, an Edenic interlude and surreal imagery—including a Ferris wheel in the sky.”
Lipa was named Nespresso’s global brand ambassador last month, “ushering in
a new era rooted in culture, creativity and bold coffee choices,” the company said.
In another example of brands crossing into entertainment, State Farm’s
“Jake from State Farm” will appear as a character in the Netflix series "Running Point."
“State Farm has inserted Jake in fictional worlds before, but only
in ad form, and having him show up in an actual television show is a first,” according to
Marketing Brew. “While getting Jake cast in a show is a new move for State Farm, the effort is indicative of the company’s broader
approach to brand marketing, which Griffin said revolves around using assets like Jake to get involved with major sports and entertainment moments to drive reach, engagement and buzz.”
His cameo "is likely to test how viewers react to seeing elements from ads in their favorite programs, and whether they consider the appearance of such things an enhancement to the
entertainment they sought, or a distraction," according to Variety.