1 00:00:00,125 --> 00:00:02,043 - [Jeff Beer] Pepsi goes very, very big 2 00:00:02,043 --> 00:00:04,129 to hype it's Super Bowl Halftime show, 3 00:00:04,129 --> 00:00:05,755 and Oscar Mayer's newest gimmick 4 00:00:05,755 --> 00:00:08,174 is a processed meat slap in the face. 5 00:00:08,174 --> 00:00:09,009 I'm Jeff Beer, 6 00:00:09,009 --> 00:00:09,926 and this is Fast Company's 7 00:00:12,679 --> 00:00:14,889 The miss this week goes to Oscar Mayer. 8 00:00:14,889 --> 00:00:15,890 Late last week, 9 00:00:15,890 --> 00:00:19,227 the 140-year-old hotdog and processed meets brand, 10 00:00:19,227 --> 00:00:20,603 owned by Kraft Heinz, 11 00:00:20,603 --> 00:00:23,356 launched a bologna-themed skincare product. 12 00:00:23,356 --> 00:00:26,568 Yep. I just said those words in that order. 13 00:00:26,568 --> 00:00:27,610 Playing on the idea that 14 00:00:27,610 --> 00:00:30,405 kids turned slices of bologna into face masks, 15 00:00:30,405 --> 00:00:32,574 the brand made an actual face mask 16 00:00:32,574 --> 00:00:35,869 by partnering with Korean skincare company, Seoul Mamas, 17 00:00:35,869 --> 00:00:39,414 to make a hydrating and restoring hydrogel mask 18 00:00:39,414 --> 00:00:41,499 that promotes skin elasticity, 19 00:00:41,499 --> 00:00:44,377 improves hydration and moisture retention. 20 00:00:44,377 --> 00:00:46,421 It'd be miraculous if actual bologna 21 00:00:46,421 --> 00:00:48,298 had these skin restorative properties, 22 00:00:48,298 --> 00:00:50,175 but sadly, it doesn't. 23 00:00:50,175 --> 00:00:53,386 Turns out you can't even eat this bologna face mask. 24 00:00:53,386 --> 00:00:55,388 The package says in big bold letters, 25 00:00:55,388 --> 00:00:58,141 right there, do not eat. 26 00:00:58,141 --> 00:01:00,018 This is an outrage. 27 00:01:00,018 --> 00:01:02,520 Now, the brand tone and gimmick play here 28 00:01:02,520 --> 00:01:05,440 is consistent with the rebrand launch, last year, 29 00:01:05,440 --> 00:01:07,067 that included, of course, 30 00:01:07,067 --> 00:01:09,402 a streetwear line called Street Meat. 31 00:01:09,402 --> 00:01:10,820 Here though, the miss isn't 32 00:01:10,820 --> 00:01:13,448 because it makes you look like a low-budget leatherface, 33 00:01:13,448 --> 00:01:15,408 but that an inedible face mask 34 00:01:15,408 --> 00:01:18,203 is a step too far away from the actual product. 35 00:01:18,203 --> 00:01:20,663 If you wanna sell bologna, sell bologna, 36 00:01:20,663 --> 00:01:22,582 and then, see if you can convince people 37 00:01:22,582 --> 00:01:23,875 to put it on their face. 38 00:01:23,875 --> 00:01:25,835 This week's hit, goes to Pepsi. 39 00:01:25,835 --> 00:01:27,754 Pepsi bought its Super Bowl Halftime rights 40 00:01:27,754 --> 00:01:31,716 back in 2012 and a deal set to expire in 2023. 41 00:01:31,716 --> 00:01:33,968 Highlights over that time include performances by 42 00:01:33,968 --> 00:01:37,388 Beyonce, Lady Gaga, Shakira and Jennifer Lopez, 43 00:01:37,388 --> 00:01:38,264 and the Weeknd. 44 00:01:38,264 --> 00:01:39,265 But this week, 45 00:01:39,265 --> 00:01:41,684 the brand unleashed a halftime show teaser 46 00:01:41,684 --> 00:01:43,937 to end all halftime show teasers. 47 00:01:43,937 --> 00:01:46,564 Directed by Straight Outta Compton director, F. Gary Gray, 48 00:01:46,564 --> 00:01:49,192 we get a tribute to Super Bowl host city, Los Angeles, 49 00:01:49,192 --> 00:01:51,444 in the form of a hip hop legend collaboration 50 00:01:51,444 --> 00:01:53,988 on Avengers assemble levels. 51 00:01:53,988 --> 00:01:57,492 We start out with Eminem in full Beautiful Mind mode, 52 00:01:57,492 --> 00:01:59,953 and Snoop rolling down the street in a low rider 53 00:01:59,953 --> 00:02:01,371 as Snoop does. 54 00:02:01,371 --> 00:02:04,374 Mary J. Blige and some sort of classy photo shoot 55 00:02:04,374 --> 00:02:05,917 to Kendrick Lamar at his desk, 56 00:02:05,917 --> 00:02:08,586 writing cursive rhymes in full on artiste mode. 57 00:02:08,586 --> 00:02:10,213 And then, the [bleep] beach 58 00:02:10,213 --> 00:02:12,173 turns into a [bleep] keyboard, 59 00:02:12,173 --> 00:02:14,676 and there's Dr. Dre strolling in the sand. 60 00:02:14,676 --> 00:02:16,386 And then, and then, and then, and then, 61 00:02:16,386 --> 00:02:18,513 all five of them meet at the airport 62 00:02:18,513 --> 00:02:19,430 and walk to the stadium, 63 00:02:19,430 --> 00:02:20,557 like it's some sort of heist movie 64 00:02:20,557 --> 00:02:21,432 turned into a concert, 65 00:02:21,432 --> 00:02:23,143 and then, and then, what? 66 00:02:23,143 --> 00:02:24,561 What are they gonna perform? 67 00:02:24,561 --> 00:02:26,813 There's too many possibilities. We don't know. 68 00:02:26,813 --> 00:02:28,898 Does "California Love" mean a Tupac hologram? 69 00:02:28,898 --> 00:02:30,650 I don't know. You don't know. 70 00:02:30,650 --> 00:02:32,152 That is the whole point. 71 00:02:32,152 --> 00:02:33,153 Not only does the brand 72 00:02:33,153 --> 00:02:35,655 takes its role as halftime host very seriously, 73 00:02:35,655 --> 00:02:38,283 gathering this league of hip hop legends to the show, 74 00:02:38,283 --> 00:02:40,451 but just as much serious attention is paid 75 00:02:40,451 --> 00:02:41,744 to the value in building 76 00:02:41,744 --> 00:02:44,414 unprecedented levels of anticipation. 77 00:02:44,414 --> 00:02:46,082 Cannot wait. 78 00:02:46,082 --> 00:02:47,917 That's it for this week. Thanks for watching.