Empowerment. That bold, energizing emotion brands love to chase. When it works, it makes audiences feel powerful, capable, and unstoppable. When it flops? Oof — it feels manipulative, hollow, or even cringe af.
We crave empowerment because it makes us believe in more than the product. It makes us believe in ourselves. But brands? They often burn the roast that shit a bit too long in the oven and it is almost unbearable to watch.
BUT sometimes, a brand *does* gets it right. Sometimes, they plate a campaign with perfection, an ad that makes you sit up straighter, feel proud of who you are, and want to share that energy with your whole crew.
One recent hit? Gap’s “Better in Denim.”
This campaign embodied joyful empowerment! Nostalgia! Authentic interest in their audience’s viewing habits / fandoms. The piece is selling you, but better. Nostalgia + choreo that slays + inclusivity = a celebration of individuality that made people actually feel seen.
But then… we’ve got the flop. e.l.f.’s “Affordable Beauty Attorneys” with Matt Rife and Heidi N Closet.
The intention was empowerment through positivity: playful humor, inclusivity, and joy. Almost intentionally cringe. The execution? A total misread. Rife’s past history of offensive jokes instantly overshadowed the message. Instead of uplifting, audiences got the ick. Instead of positivity, the ad was tuned out.
This is the hard truth: empowerment isn’t an emotion ANY brand can achieve with ANY ad / creator. It has to be rooted in authenticity, understanding, trust, and you guessed it, empathy. When the messenger doesn’t align with the message, the whole dish tastes BAD.
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