{"id":9586,"date":"2025-10-30T01:23:15","date_gmt":"2025-10-30T05:23:15","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/10\/30\/clippy-clooney-and-all-things-inbetween-how-brands-can-balance-mascots-ambassadors\/"},"modified":"2025-11-04T07:06:07","modified_gmt":"2025-11-04T12:06:07","slug":"clippy-clooney-and-all-things-inbetween-how-brands-can-balance-mascots-ambassadors","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/clippy-clooney-and-all-things-inbetween-how-brands-can-balance-mascots-ambassadors\/9586\/","title":{"rendered":"Clippy, Clooney and All Things Inbetween: How Brands can Balance Mascots &#038; Ambassadors"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Stefanie Gilmore. Head of Strategy North America, Design Bridge and Partners<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Welcome to the Great Mascot Resurgence: an era that has seen<a href=\"https:\/\/mashable.com\/article\/microsoft-copilot-appearance-clippy\"> Microsoft<\/a> give Clippy a second chance in the age of AI (sort of), and<a href=\"https:\/\/www.hollywoodreporter.com\/lifestyle\/style\/ralph-lauren-polo-bear-animated-short-film-black-tie-1236341627\/\"> Ralph Lauren\u2019s<\/a> Polo Bear be promoted to television star. That\u2019s not forgetting<a href=\"https:\/\/www.cbsnews.com\/pittsburgh\/news\/duolingo-owl-dead\/\"> Duolingo\u2019s<\/a> titular owl\u2019s \u201cdeath\u201d back in February, which was tantamount to a national tragedy\u2014at least, that\u2019s what it felt like given the amount of digital chatter dedicated to it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">From convenience stores to luxury houses, you\u2019ll be hard pressed to find a category that hasn\u2019t leant on the mascot trend in an attempt to engage in more novel ways. The brands that have benefited are those that have gone beyond the superficial, one-dimensional mascot tasks of the past\u2014think punchlines and viral stunts\u2013\u2013proving that mascots do more than simply scratch a nostalgia itch.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s clear that those who scrutinize where and why a mascot shows up in relation to the other \u2018faces\u2019 and assets in a brand\u2019s arsenal will be the ones that come out on top.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Mascots &amp; Characters: The Beauty of Obscurity<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">There\u2019s a simple yet striking power to mascots and certain brand characters. They trigger emotional responses more readily than most logos, typefaces, or color palettes, and they escape the external baggage and real-life associations that can muddy the waters with brand ambassadors and spokespeople.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Some of the most beloved mascots are non verbal and lacking a substantial backstory or fleshed out identity, and this is part of their magic. Born from a brand\u2019s DNA, there\u2019s often an innate purity and ambiguity to mascots, which when anthropomorphized emotionally captures people.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Take McDonald\u2019s Grimace. Once a fringe player, his 21st century revival has elevated him to cult status\u2014a transformation capped off by a<a href=\"https:\/\/www.campaignlive.co.uk\/article\/grimace-gatecrashes-mcdonalds-50th-birthday\/1885997\"> themed campaign and product celebrating the brand\u2019s 50th anniversary<\/a>.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Why did Grimace get chosen for the spotlight instead of Ronald, the supposed <em>primary<\/em> candidate? Because of the air of mystique surrounding him. His species, his age, the milkshake flavor he represents\u2014each question left unanswered, inspiring audiences to fill the gaps themselves, deepening the emotional connection between consumer and brand.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Another part of their beauty is that every emotion is up for grabs. Humor and nostalgia are among the most commonly used\u2014but there\u2019s also trust, comfort, even guardianship. Countless emotions can be imbued into who they are and how they therefore make people feel.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s a blurred line between mascots and characters nowadays, but while mascots are champions that work hard to add depth and dimensionality to a brand, characters often play a more informative (but equally valuable) role. Regardless of whether they\u2019re more human or more symbolic, characters tend to be more straightforward, designed to reassure and reinforce the role of the brand.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Look at Tatcha\u2019s <a href=\"https:\/\/www.instagram.com\/p\/DK4v1dqRtr6\/?hl=en&#038;img_index=1\">Jiy\u016b Chan<\/a>. The bouncing bunny\u2019s stripped back design is a far cry from the GEICO Gecko\u2014but that\u2019s because their objectives differ. Tatcha\u2019s character isn\u2019t meant to entertain; it\u2019s meant to bring a product benefit to life and make audiences <em>feel<\/em>. A more cerebral approach, but no less effective at building emotional bridges.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Ambassadors &amp; Spokespeople: The Risk of Borrowing Stardust<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Jumping back to the real world, ambassadors and spokespeople bring a different value to the table, empowering brands to borrow pre-existing cultural currency. Think of Nespresso\u2019s relationship with George Clooney. For almost 20 years, the coffee brand has tapped into the actor\u2019s suave persona, developed over a career spanning four decades, to reinforce its own premium status.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Finding this perfect blend is all well and good\u2014until it\u2019s not. Because <em>real<\/em> people come with <em>real<\/em> political stances, <em>real<\/em> personal lives, and <em>real<\/em> opinions, all of which can reflect badly on brand. No matter how well you align your brand with an ambassador or spokesperson, no matter how attractive their lives and values are, allying yourself with a public figure opens the door to polarizing results. So it\u2019s good to think critically about how and where a brand collaborates with them and to what end.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In contrast, you control the direction your brand mascot goes in. You have the creative freedom to adapt and evolve this figure, in order to ensure it continues to accurately reflect your brand\u2019s personality and purpose. Of course, this is provided you pay respect to your heritage, and consider the thoughts and feelings of your audience.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That being said: it\u2019s not simply a case of opting for mascots over the alternatives. They\u2019re all integral to the brand ecosystem and there\u2019s plenty mascots can\u2019t do. The trick is to define their roles and deploy them intentionally. Mascots may serve as your emotional catalyst, while ambassadors allow brands to leverage adjacent traits and stay close to the cultural narrative. Without this clarity, overlap can lead to confusion, reducing each asset\u2019s impact and damaging the brand\u2019s reputation.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>If the Mascot Fits, Use It&hellip;<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">With markets populated by near-identical products and differentiation becoming increasingly difficult, it\u2019s not hard to see why brands are turning to mascots en masse. However, your brand shouldn\u2019t jump on the bandwagon simply because a virtual owl took over the internet.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Mascots must be built with genuine intent and purpose. Done correctly, these well-designed anthropomorphic assets can make your brand feel more engaging and memorable. Whether or not your mascot becomes a square peg in a round hole, or an evergreen asset that evolves with your brand, hinges on navigating this emotional push-pull, and establishing what role it should play.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With markets populated by near-identical products and differentiation becoming increasingly difficult, it\u2019s not hard to see why brands are turning to mascots en masse.<\/p>\n","protected":false},"author":7,"featured_media":9587,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-9586","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Clippy, Clooney and All Things Inbetween: How Brands can Balance Mascots &amp; Ambassadors | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/clippy-clooney-and-all-things-inbetween-how-brands-can-balance-mascots-ambassadors\/9586\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Clippy, Clooney and All Things Inbetween: How Brands can Balance Mascots &amp; Ambassadors\" \/>\n<meta property=\"og:description\" content=\"With markets populated by near-identical products and differentiation becoming increasingly difficult, it\u2019s not hard to see why brands are turning to mascots en masse.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/clippy-clooney-and-all-things-inbetween-how-brands-can-balance-mascots-ambassadors\/9586\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-30T05:23:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-11-04T12:06:07+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2025\/10\/Clippy-Clooney-and-All-Things-Inbetween-How-Brands-can-Balance-Mascots-Ambassadors.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1600\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/clippy-clooney-and-all-things-inbetween-how-brands-can-balance-mascots-ambassadors\\\/9586\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/clippy-clooney-and-all-things-inbetween-how-brands-can-balance-mascots-ambassadors\\\/9586\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Clippy, Clooney and All Things Inbetween: How Brands can Balance Mascots &#038; 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