Brands are acting like entertainment entities to insert themselves into culture and cater to consumers’ content interests. A shift to long-form storytelling in advertising ensues as brands echo narrative arcs and entertainment genres relevant to their audiences.

• Loewe created an 80s film, Decades of Confusion, starring Dan Levy and Aubrey Plaza, showcasing its latest collection of the era’s styling tropes.

• Elf Cosmetics made a true-crime parody, Cosmetic Criminals, and distributed it as a trailer at movie theaters.

• Labucq did an Instagram takeover where a creator posted short-story spoofs surrounding the brand’s shoes that could’ve been a promo for a Lifetime movie.

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