HBR IdeaCast — "Could Your Company Benefit from Fastvertising?"

Date: December 2, 2025
Host: Harvard Business Review (Allison Beard)
Guest: Ayelet Israeli, Associate Professor at Harvard Business School

Episode Overview

This episode delves into "fastvertising," the practice of rapidly creating advertisements that tap into current cultural moments. Host Allison Beard and guest Ayelet Israeli discuss what fastvertising is, how brands can succeed with it (and avoid pitfalls), and which companies are setting the standard. They also address organizational shifts needed to support this quick-turn approach and the limits of fastvertising’s business impact.

Key Discussion Points & Insights

1. Defining Fastvertising

• Fastvertising is described as rapidly produced advertising created in response to trending cultural moments.
  • “Fastvertising is advertising that is created quickly in order to really be at the moment, at the culture. And it's usually in a reaction to some trend that is already happening.” — Ayelet Israeli [02:35]
• The practice makes brands part of ongoing conversations, creating personal, authentic connections—even if the content is fleeting.
• Examples from the rise of body positivity show how brands adapt quickly to what people care about in the moment.

2. Is Fastvertising Right for Every Brand?

• Authenticity to brand values is crucial. Some brands—like centuries-old luxury labels anchored in timelessness—should avoid fastvertising.
  • “If you think of extreme examples like a luxury brand...that is all about timelessness, might not be a brand that should do these type of ads.” — Ayelet Israeli [03:56]
• Modern, consumer-facing brands or those in active conversation with their audience can benefit.

3. The Role of Social Media and Speed

• Social channels enable both rapid production and wide dissemination, amplifying the reach when campaigns catch on.
  • Traditional media can play a role, but approval and production cycles are much longer.
  • “What social media gives is this extra disproportionate impact...once your fastvertising is successful and it does get consumers talking about it, then they start spreading it...” — Ayelet Israeli [04:36]

4. Noteworthy Fastvertising Examples

• Oreo "Dunk in the Dark" (2013) — A pivotal fastvertising moment, launched during the Super Bowl blackout, demonstrating the potential of real-time response. [00:38]
• Peloton & Maximum Effort (Ryan Reynolds’ Agency):
  • After a negative TV moment for Peloton, an ad was created within 48 hours featuring Chris Noth ("Mr. Big"), flipping the narrative with humor and speed.
    • “If they wouldn’t have produced it within 48 hours, no one would have known...this really quick reaction is what makes it clever fastvertising.” — Ayelet Israeli [06:31]
  • Aviation Gin ad with the "Peloton Wife," poking fun at a controversial campaign — showing how self-awareness and humor can defuse criticism. [08:18]
• B2B Example:
  • Astronomer (B2B) tapped into a trending “Kiss Cam” controversy, using Gwyneth Paltrow in a timely, humorous spot, showing even B2B brands can participate. [16:39]
• Gap’s Response to American Eagle’s “Sydney Sweeney Jeans” Furor:
  • Quickly produced inclusive ad that both referenced recent controversy and stood on its own. [25:09]

5. Talent & Process for Fastvertising

• Teams require writers akin to late-night comedy staff: fast, clever, with guardrails and sensitivity to risk.
  • “It kind of reminds me of late night comedy show writers...have a clever, potentially humorous react.” — Ayelet Israeli [09:22]
• Empowerment and a flat internal hierarchy are key for speed; too many approvals kill agility.
  • “If you start developing a process where now each Tweet needs to [get] 20 different approvals...you miss the mark.” — Ayelet Israeli [12:19]
  • There should be a senior person with authority and deep brand knowledge making final calls—without defaulting to slow legal review. [13:04]

6. Risk, Guardrails & Organizational Culture

• Guardrails must be clear, so humor or topical reference never crosses into inappropriateness.
• Management—including CMO and even finance—must actively support this approach for it to be routine.
  • “Whoever is the CMO or VP of marketing is not into these type of things, then it's just not going to happen at the company.” — Ayelet Israeli [14:45]
• Appropriate moments: Stick to pop culture; avoid disasters, political or tragic topics where flippancy could be damaging.
  • “Some moments are just not appropriate for brands to want to be a part of.” — Ayelet Israeli [19:31]
  • “Pop culture is a lot safer than politics.” — Allison Beard [20:03]

7. Impact, Metrics, and Limitations

• Fastvertising’s impact on brand mentions, share of voice, and website traffic is measurable; direct sales jumps are harder to prove.
  • “We believe that [brand mentions] correlate with actual purchases down the road, but it's very hard to actually measure.” — Ayelet Israeli [17:29]
• Negative fastvertising can spur backlash, requiring apologies and ad removal; despite this, proven long-term financial harm is rare.
• Virality is a bonus but not the only goal—humanizing the brand, building positive salience also matter.

8. Fastvertising Across Organization Types

• Flat, empowered organizations—regardless of size—can excel. Nimbleness is an advantage but major brands can succeed with the right culture.
  • “It depends on the organization. We have examples of large organizations that still empower executives to...be good even at moving quickly.” — Ayelet Israeli [21:47]

9. AI’s Role in Fastvertising

• Generative AI can help ideate concepts swiftly, but human judgment is crucial for taste and cultural appropriateness.
  • “Humans still have the compassion, the cultural understanding...that make you a better judge of is this going to land or is this going to land me in trouble?” — Ayelet Israeli [20:46], [21:22]

10. Sustainability and Frequency

• Fastvertising should be used selectively; overusing disrupts authenticity and dilutes impact.
  • “You can't really find a moment a month later...because people will begin to see it as inauthentic.” — Allison Beard [23:32]

11. Social Listening

• Effective fastvertising requires robust social listening: tracking brand mentions, sentiment, virality, and engagement to spot moments and measure result.
  • “There is a whole field...that is called social listening, which is essentially social media analysis.” — Ayelet Israeli [26:22]

Notable Quotes & Memorable Moments

• “Fastvertising is advertising that is created quickly in order to really be at the moment, at the culture.”
  — Ayelet Israeli [02:35]

• “If you start developing a process where now each Tweet needs to [get] 20 different approvals...you miss the mark, right, because it's not going to be fast enough.”
  — Ayelet Israeli [12:19]

• “Pop culture is a lot safer than politics...disasters and war is probably not a place you want to associate your brand with.”
  — Allison Beard and Ayelet Israeli [20:03–20:07]

• “Humans still have the compassion, the cultural understanding, all of these things that make you a better judge of is this going to land or is this going to land me in trouble?”
  — Ayelet Israeli [21:22]

• “You can't really find a moment a month later and have something to say about that because people will begin to see it as inauthentic.”
  — Allison Beard [23:32]

Timestamps for Key Segments

• Oreo’s "Dunk in the Dark" and the Birth of Fastvertising: [00:38]
• Defining Fastvertising: [02:35]
• Brand Suitability and Authenticity: [03:56]
• Social Media’s Impact: [04:36]
• Peloton & Maximum Effort Case: [06:15–08:49]
• Talent Needed / Internal Structure: [09:22–13:04]
• Risk Management & Decision-Making: [12:19–14:45]
• B2B and Unconventional Examples: [16:39]
• Measuring Impact: [17:29]
• Negative Outcomes: [18:16]
• Key Questions for Fastvertising: [19:31]
• AI’s Limitations: [20:46]
• How Often to Use the Strategy: [23:32]
• Gap Jeans Response Example: [25:09]
• Social Listening: [26:22]

Conclusion

This episode establishes fastvertising as a dynamic, high-risk/high-reward approach requiring the right talent, empowered processes, and cultural sensitivity. While it’s not for every brand, and can’t be used constantly, it’s a vital tool for those wanting to engage consumers in a rapid, authentic, and memorable way—when executed thoughtfully and at the right moment.