Jolyon Varley

I'm a social media guy. But I couldn't help but appreciate this lovely bit of copywriting.

The Ordinary are a masterclass in brand authenticity.

While other skincare brands push:

Celeb endorsements
Miracle promises
Glossy marketing

The Ordinary lean into their strength:

Making effective products at honest prices.

They choose science over hype.

This is what happens when a brand:

Knows exactly who they are.
Understands their audience.
Dares to go against the grain.

And guess what?

It works better than any celeb endorsement ever could.

Authenticity + bravery is the ultimate formula for trust 🤷‍♂️

Amiriteee? Who else loved this ad ?!

♻️ Repost to share this lesson.

_

👋 I’m Jolyon Varley, co-founder of OK COOL, strategic and creative partners to the hottest brands on the planet. I drop insights on culture and entrepreneurship every day at 7:30am EST 🔔

Ask that person for a coffee.
Message that leader on LinkedIn. 
Don’t give one wild fuck what people think of you.
Just reach out.
9 in 10 might say no.
But 1 in 10 is all you need.

Life is short, and if you don’t open doors for yourself, no one will.

Be reckless in the first draft.

Be ruthless in the second.

Dream so big it feels ridiculous.

Stop optimising the thing while you’re still imagining it.

Magic doesn’t survive premature logic.

Hope this helps 💚

The NBA star roasted for dry legs is now fronting CeraVe. Elite turnaround.

After years of people laughing at Kevin Durant’s dry legs, he found a way to laugh with them.

If you don’t know the context, this has been rumbling on for a while.

Back in 2021, when Durant was at the Brooklyn Nets, a close-up photo captured the now infamous patch of skin between the top of his socks and the bottom of his compression tights.

His legs looked dry. The image travelled. The internet did what it does.

Durant’s NBA peers made jokes. Fans piled on. Durant fired back, as he’s known to do.

Even better that he is known for not ignoring the trolls. His pettiness level is high.

Recognising that body skin is neglected despite being up to two times drier than facial skin, CeraVe is partnering with the basketball icon to highlight the importance of total-body hydration through its fan favourite CeraVe Moisturizing Cream.

𝗧𝗵𝗲 𝗽𝗹𝗮𝘆:

→ Durant takes to social to read and respond to the viral mean tweets about his dry skin.

→ Paparazzi-style photos appear of him in the gym holding CeraVe Moisturising Cream, sparking online chatter about his sudden commitment to skincare.

→ Dermatologists and skin influencers join the conversation, using the moment to explain the science behind skin barrier health and proper hydration.

→ CeraVe officially names Durant the “Face of Legs”.

→ The campaign culminates with visibly moisturised legs as the punchline and the proof point.

THIS is how a brand steps into a story that culture has already written and steers it in its favour.

Salute, CeraVe 🫡

Dove fly-posted negative Reddit reviews across NYC.

They launched “r/eal reviews” built entirely from unfiltered Reddit commentary about its Intensive Repair 10-in-1 Serum Mask.

The first 50 consumer reviews, positive, negative and neutral, appear exactly as written.

No attempt to steer sentiment.

𝗥𝗲𝗱𝗱𝗶𝘁 𝗻𝗼𝘄 𝗵𝗮𝘀 𝟭𝟬𝟬,𝟬𝟬𝟬+ 𝗰𝗼𝗺𝗺𝘂𝗻𝗶𝘁𝗶𝗲𝘀 𝗮𝗻𝗱 𝟭𝟭𝟲𝗺+ 𝗱𝗮𝗶𝗹𝘆 𝗮𝗰𝘁𝗶𝘃𝗲 𝘂𝘀𝗲𝗿𝘀.
And content views on Reddit are growing 30%+ year on year.

It’s where people get answers, share ideas, offer advice and go for real product reviews.

𝗧𝗵𝗲 𝘀𝗵𝗶𝗳𝘁:

→ Review culture has moved from brand-controlled testimonials to open community commentary.

→ Consumers are actively seeking out unfiltered opinions in places like Reddit before they buy.

→ Brands are responding by engaging directly within communities rather than relying solely on influencer amplification.

→ On Reddit, that means participating in the format of the platform. AMAs, community threads, content that sits naturally within the ecosystem.

The campaign launched with a pop-up takeover of Flatiron Plaza in New York, where oversized, unedited reviews sit alongside product sampling.

To honour Reddit’s anonymity, Dove covered all participant faces with their Snoo avatars.

There’s a HUGE opportunity on Reddit that most brands are still underestimating.

Big love for this one from L’Oréal x Gillian Anderson 💚

“F**k off, they’re still worth it.”

It’s part of L’Oréal Paris’ Lessons of Worth series, where ambassadors talk about the moments that shaped their sense of worth.

“The greatest misconception is that a woman over fifty just shouldn't bother… People often ignore the wisdom and energy we've gained. In reality, this is the time when many women truly find their power and shine.” 🙌

As we know, a lot of International Women’s Day brand content can feel pretty formulaic.

This leans into a platform L’Oréal has owned for decades and pushes it culturally forward.

Gillian Anderson is also a certified legend.

From 𝘛𝘩𝘦 𝘟-𝘍𝘪𝘭𝘦𝘴 to 𝘛𝘩𝘦 𝘊𝘳𝘰𝘸𝘯, 𝘚𝘦𝘹 𝘌𝘥𝘶𝘤𝘢𝘵𝘪𝘰𝘯, and 𝘚𝘤𝘰𝘰𝘱, her characters have inspired generations through portrayals of complex, empowered women.

Brava 👏👏

Nike ACG repurposed an Italian commuter train into a mobile basecamp for outdoor exploration. 𝗖𝗼𝗼𝗹 𝗔𝗙 🔥

The four-day journey departed from Milan Central Station and travelled north into the Orobic Alps as part of Nike ACG’s reintroduction.

Passengers, including athletes like Jannik Sinner and Bebe Vio, were taken from the centre of Milan straight into the mountains, finishing at Pian dei Resinelli in the Orobic Alps.

𝗢𝗻𝗰𝗲 𝘁𝗵𝗲𝗿𝗲, 𝘁𝗵𝗲 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲 𝘁𝘂𝗿𝗻𝗲𝗱 𝗽𝗵𝘆𝘀𝗶𝗰𝗮𝗹.

→ Curated trail runs and hiking sessions led by expert guides
→ Time spent directly in the terrain ACG designs for
→ A clear refocus on trail running, hiking and high-intensity exploration

𝗧𝗵𝗲 𝘁𝗿𝗮𝗶𝗻 𝗶𝘁𝘀𝗲𝗹𝗳 𝘄𝗮𝘀 𝗻𝗲𝘅𝘁 𝗹𝗲𝘃𝗲𝗹.

A customised orange “All Conditions Express”, designed as a fully immersive environment.

→ Dedicated carriages built around specific athlete needs
→ A showroom showcasing the latest footwear innovations
→ Specialised recovery zones integrated into the experience
→ A café cart inspired by classic alpine refuges
→ A dedicated gear laboratory facilitating workshops and discussions

A literal physical manifesto for the brand’s renewed commitment to the global trail community.

Nike ACG continues to push the boundaries of brand activations.

McDonald’s just dropped the first ever 𝗠𝗰𝗡𝘂𝗴𝗴𝗲𝘁 𝗖𝗮𝘃𝗶𝗮𝗿 𝗞𝗶𝘁 for Valentine’s Day 😂

Jumping on the internet’s obsession with ‘high-low’ food combos.

Videos have been going viral of foodies across social media topping fast food with premium ingredients.

Created in partnership with Paramount Caviar, each Maccy’s kit includes a 1-ounce tin of Baerii sturgeon caviar, a $25 McDonald’s Arch Card, crème fraîche, and a mother-of-pearl spoon.

𝗥𝗲𝗮𝗹 𝗰𝗮𝘃𝗶𝗮𝗿. 𝗔𝗻𝗱 𝗶𝘁 𝗰𝗼𝘀𝘁𝘀 𝗳𝗮𝗻𝘀 𝗻𝗼𝘁𝗵𝗶𝗻𝗴.

The kits are being offered entirely for free and distributed in limited quantities.

McDonald’s is leaning into drop culture, borrowing cues from streetwear and high fashion.

The kits are only available online forcing fans into a digital race likely to dominate social feeds in the run-up to Valentine’s Day.

The pairing points to a shift in how younger audiences perceive luxury.
Food status is getting looser. The old rules matter less.

… who wants one?

The Winter Olympics is now one of the biggest fashion moments in the world.

In true Italian fashion, the Milan Cortina 2026 Opening Ceremony put culture, music, and fashion front and centre.

What used to sit on the sidelines is now fully mainstage. 
𝗡𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗸𝗶𝘁𝘀 𝘄𝗲𝗿𝗲 𝗰𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝘀𝘁𝗮𝘁𝗲𝗺𝗲𝗻𝘁𝘀 🔥

Ceremonial looks pulled national heritage through designers like 𝗥𝗮𝗹𝗽𝗵 𝗟𝗮𝘂𝗿𝗲𝗻, 𝗘𝗺𝗽𝗼𝗿𝗶𝗼 𝗔𝗿𝗺𝗮𝗻𝗶, and 𝗠𝗼𝗻𝗰𝗹𝗲𝗿, while brands like 𝗔𝗱𝗶𝗱𝗮𝘀 and (beloved OK COOL client) 𝗟𝘂𝗹𝘂𝗹𝗲𝗺𝗼𝗻 focused on making kit look cool AF for ice and at altitude.

Luxury houses, heritage brands, and sportswear giants all competing in the same arena for attention.

The collision between fashion and sport is being driven by consumer demand for meaning, narrative, and cultural relevance.

This is functional performance and cultural storytelling at its best 💚

… favourite?

Vans out here reminding everyone who built skate culture first 🛹

About 60 years ago, a culture icon was born… the Vans Authentic 🔥

A shoe most people had at one point in their life, skaters or not.

The “Off the Wall” campaign celebrates 60 years of the Authentic and its influence across culture.

For the last few years, Vans has struggled to stay culturally central.
This campaign is basically a brand reset through cultural lineage.

𝗧𝗵𝗲 𝗰𝗮𝘀𝘁𝗶𝗻𝗴 𝗶𝘀 𝗼𝗻 𝗽𝗼𝗶𝗻𝘁!

→ SZA – contemporary pop culture dominance
→ Travis Barker – pop-punk lineage
→ Hayley Williams – alternative rock credibility
→ Lizzie Armanto – core skate legitimacy
→ T-Funk – no bs street skate culture

𝗧𝗵𝗿𝗲𝗲 𝗹𝗮𝘆𝗲𝗿𝘀 𝗼𝗳 𝗰𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗲:

→ 𝗖𝗼𝗿𝗲 𝘀𝘂𝗯𝗰𝘂𝗹𝘁𝘂𝗿𝗲 → skaters
→ 𝗔𝗹𝘁𝗲𝗿𝗻𝗮𝘁𝗶𝘃𝗲 𝗰𝘂𝗹𝘁𝘂𝗿𝗲 → rock/punk artists
→ 𝗠𝗮𝗶𝗻𝘀𝘁𝗿𝗲𝗮𝗺 𝗰𝘂𝗹𝘁𝘂𝗿𝗲 → global pop stars

All three intersect around the brand.

𝗧𝗵𝗲 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻 𝘂𝘀𝗲𝘀 𝗮 𝘃𝗲𝗿𝘆 𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲:

1966 origin story
↓
iconic product (Authentic)
↓
modern cultural figures

This is how legacy brands are rebuilding relevance.

We’ve seen similar plays from heritage brands like:

→ Levi's with archival storytelling
→ Adidas reviving Samba and Gazelle
→ Converse repositioning Chuck Taylor

𝗔𝗻𝘆 𝗱𝗶𝗲-𝗵𝗮𝗿𝗱 𝗔𝘂𝘁𝗵𝗲𝗻𝘁𝗶𝗰 𝗳𝗮𝗻𝘀 𝗵𝗲𝗿𝗲?

I encourage EVERYONE to watch this today!

𝗘𝗶𝗹𝗲𝗲𝗻 𝗚𝘂, 𝘁𝗵𝗲 𝗢𝗹𝘆𝗺𝗽𝗶𝗰 𝗚𝗼𝗹𝗱 𝘁𝗲𝗮𝗺 𝗖𝗵𝗶𝗻𝗮 𝗳𝗿𝗲𝗲 𝘀𝗸𝗶𝗲𝗿 𝘁𝗼𝗼𝗸 𝘂𝘀 𝗼𝗻 𝗮 𝘁𝗿𝗶𝗽 𝗶𝗻𝘀𝗶𝗱𝗲 𝗵𝗲𝗿 𝗯𝗿𝗮𝗶𝗻.

I don’t care if you’re a 22 yr old gold medal Olympian, or in your 60s still thinking about starting that business.

If the voice says, you’re not ready. You hesitate.
If it says, this is mine. You move.

When you’re building something that doesn’t exist yet or stepping into something that feels way out of your depth, the story in your head can make or break you.

𝗘𝗻𝘁𝗿𝗲𝗽𝗿𝗲𝗻𝗲𝘂𝗿𝘀𝗵𝗶𝗽, 𝗷𝘂𝘀𝘁 𝗹𝗶𝗸𝗲 𝘀𝗽𝗼𝗿𝘁, 𝗶𝘀 𝗮 𝗽𝘀𝘆𝗰𝗵𝗼𝗹𝗼𝗴𝗶𝗰𝗮𝗹 𝗴𝗮𝗺𝗲 𝗯𝗲𝗳𝗼𝗿𝗲 𝗶𝘁’𝘀 𝗮 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗼𝗻𝗲.

The quality of your life is deeply tied to the quality of the narrative running in your head.

Your life moves in the direction of your dominant thoughts.
Make sure they’re working for you, not against you.

𝗪𝗵𝗮𝘁 𝗮𝗻 𝗮𝗺𝗮𝘇𝗶𝗻𝗴 𝗿𝗼𝗹𝗲 𝗺𝗼𝗱𝗲𝗹 💚✌️

Liquid Death ran an AI-generated Olympics ad. 𝗧𝗵𝗲𝗻 𝗽𝗿𝗲𝘁𝗲𝗻𝗱𝗲𝗱 𝗶𝘁 𝗱𝗶𝗱𝗻’𝘁 𝗲𝘅𝗶𝘀𝘁.

During the Winter Games on Peacock, viewers started seeing a strange spot from Liquid Death.

→ An AI-generated figure skater glides across the ice, urging people to avoid artificiality and choose Liquid Death sparkling water.

→ Then she crushes a soda can with her bare hands. The crowd, also AI-generated, stares on.

→ Finally, she morphs into a red-eyed demon and warns that AI like her will bring about the end of humanity.

𝗨𝗻𝗵𝗶𝗻𝗴𝗲𝗱. 𝗩𝗲𝗿𝘆 𝗼𝗻 𝗯𝗿𝗮𝗻𝗱.

The ad wasn’t posted on Liquid Death’s social channels or mentioned in the media.

So when viewers went looking for it, they couldn’t find it.
A Reddit user started a thread in the “HelpMeFind” forum.
Others joined in.

Shaky phone recordings surfaced on TikTok, Instagram and X.
One post calling it “AI slop” racked up 4.5 million views.
People genuinely questioned whether the ad was real.

𝗪𝗵𝗶𝗰𝗵, 𝗼𝗳 𝗰𝗼𝘂𝗿𝘀𝗲, 𝘄𝗮𝘀 𝘁𝗵𝗲 𝗽𝗼𝗶𝗻𝘁.

Liquid Death thought it would be funny if people saw the ad but couldn’t find it online.

A calculated distribution strategy.

A brand known for extreme, polarising creative used the very thing people distrust to reinforce a message about artificial vs real ingredients.

Cool move 😏

BUT, I’ll be honest.

The anti-AI ads are starting to lose their bite…. Where do you lot stand?

Hiking is exploding with Gen Z! The North Face is tapping straight into it.

They just dropped “𝗡𝗲𝘃𝗲𝗿 𝗝𝘂𝘀𝘁 𝗮 𝗛𝗶𝗸𝗲” for next-gen adventurers.

The campaign promotes the SS26 Hike collection and aims to re-energise hiking for a new generation.

Gen Z is now the fastest growing demographic in outdoor activities, particularly hiking and trail running.

Hiking hashtags now have billions of views on TikTok.

57% say outdoor experiences are important for their mental health.

𝗧𝗵𝗲 𝗰𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝘀𝗵𝗶𝗳𝘁:

→ For Gen Z hiking is less about endurance and survival.
→ And more about identity, expression, community and content.

At the same time, outdoor brands are behaving like culture brands.

Fashion is a huge driver.


The rise of 𝗴𝗼𝗿𝗽𝗰𝗼𝗿𝗲 has turned hiking gear into everyday style.

Gen Z are wearing technical outdoor pieces in cities and at festivals, not just on the trail.

Which is why campaigns like this frame hiking differently.

Not as endurance sport.
But as self-expression.


On-point.

The name comes from GORP, short for “Good Ol’ Raisins and Peanuts,” a nickname for trail mix.