On Strategy Showcase On the Spot: The Ordinary & Claude AI
Dec 2, 2025
Helene Dick, Head of Strategy at Special LA; Tom Kenny, CSO at Courage; Vanessa Chin, SVP Marketing for System One; and Matt Herbert, Co-founder of TrackSuit, delve into the intersection of AI and beauty. They dissect Claude AI's emotional appeal and its B2B focus compared to consumer-targeted AI like ChatGPT. The Ordinary's minimalist branding and Neutrogena's nostalgic campaigns are highlighted, showcasing the different strategies in beauty marketing and their performances in driving brand growth, with insights from tracking data and creative effectiveness.
AI Snips
Chapters
Transcript
Episode notes
Reframe Fear As Empowerment
- The Claude spot admits fear and reframes AI as empowerment rather than replacement.
- That empathy-first message can neutralize skepticism but risks alienating general audiences if execution feels esoteric.
AI Sentiment Is Growing More Worried
- Public sentiment toward AI is tipping toward worry, not familiarity, unlike prior tech waves.
- Marketers must thread empathy and clarity because comfort with AI hasn't followed the usual familiarity curve.
Resolve Problems With Clear Hope
- When you present a problem in advertising, follow quickly with a clear, hopeful solution to release negative emotions.
- Avoid leaving viewers worried by using executional choices that contradict the voiceover's reassurance.