Podcast Summary: Under the Influence with Terry O'Reilly

Episode: Clapback Advertising: The Art of the Response Ad
Release Date: January 24, 2026
Host: Terry O’Reilly (Apostrophe Podcast Network)

Episode Overview

This episode explores the intriguing world of "clapback advertising," where brands craft witty, strategic, or even humorous ads in direct response to criticism, rival campaigns, or PR crises. Terry O’Reilly demonstrates how companies—from local governments to global tech brands—have used the art of the response ad to defend their image, reframe the conversation, and sometimes turn controversy into unexpected opportunities. Through stories blending history, marketing, and pop culture, the episode illustrates the power and risk of the "clapback" approach.

Key Discussion Points and Insights

1. The Origins of Clapbacks: Answer Songs and Cultural Context

• Story of "Hound Dog" and "Bearcat" (04:23 – 09:21)
  • Terry O'Reilly recounts how the 1953 hit "Hound Dog" by Big Mama Thornton inspired not only success but a series of "answer songs"—precursors to the modern clapback.
  • "Bearcat," an "answer" from a male perspective, was so similar musically it led to a copyright dispute, placing Sun Records in severe financial trouble and indirectly influencing the sale of Elvis Presley's contract to RCA.
  • Quote:
    “The subtitle of Bearcat on the record itself said the answer to Hound Dog. The copyright infringement was right there on the label.” (07:41, Terry O'Reilly)
• Transition to Marketing:
  • O’Reilly draws a parallel between musical "answer songs" and the modern marketing clapback, framing them as methods for brands to reclaim narratives or push back against competitors. (09:21)

2. Newfoundland & Labrador vs. VRBO – Defending Cultural Identity

• Background:
  VRBO aired a Super Bowl ad using a treasured Newfoundland folk song, "Eyes the By," in a context that implied rural rentals were undesirable. The province’s residents and leadership saw this as an affront to their heritage.
• Response:
  Target Marketing and Communications, a Newfoundland agency, created a “clapback ad” in under 24 hours, highlighting the province’s beauty and celebrating "Eyes the By" as a symbol of resilience.
  • Quote:
    "A song so distinctly ours that you can almost feel the salt air on your skin when you hear it." (12:15, Newfoundland & Labrador Tourism statement)
• Impact:
  The province’s ad garnered massive media attention, over $500,000 in earned publicity, and led VRBO to pull its ad from Canadian airwaves.
  • Key Moment:
    “Within 48 hours, the ‘Our Song’ response ad itself became news…broadcast nationally by the CBC and CTV, and was written up in the National Post, Toronto Star, and the Globe and Mail, as well as in media across Canada, the USA and the UK.” (13:08)
• Timestamps:
  – Introduction and backstory (09:34 – 11:14)
  – Tourism board statement & ad impact (11:15 – 13:55)

3. Astronomer, Coldplay-Gate, and the Gwyneth Paltrow Response

• Incident:
  During a 2025 Coldplay concert, two Astronomer employees were caught embracing on the "Kiss Cam." Social media speculated an affair, and memes exploded after Chris Martin’s wry on-stage quip. Both employees resigned amidst the furor, dragging the company into unwanted headlines.
  • Quote:
    "From all appearances, it looked like Chris Martin was right. The incident became known as Coldplay gate." (14:56, Terry O'Reilly)
• Clapback Strategy:
  To seize the moment, Astronomer hired Maximum Effort, Ryan Reynolds’ agency, and drafted Gwyneth Paltrow—Chris Martin’s ex-wife—as spokesperson for a tongue-in-cheek response ad.
  • Quote:
    “Hi, I’m Gwyneth Paltrow. I’ve been hired on a very temporary basis to speak on behalf of the 300 plus employees at Astronomer...” (18:26, Gwyneth Paltrow)
• Effectiveness:
  Instead of the usual somber corporate statement, Astronomer’s humorously self-aware response let them control the narrative and introduce their services to a new audience.
  • Quote:
    “By not avoiding the obvious scandal...and by using humor...Astronomer was able to reframe the narrative by not being overly defensive.” (19:24, Terry O'Reilly)
• Timestamps:
  – Incident description (14:53 – 17:30)
  – Clapback ad contents (18:24 – 19:24)

4. Moose Jaw vs. John Hamm – Small Town Leverages the Spotlight

• Setup:
  An ad for Skip the Dishes featured actor John Hamm naming Canadian cities, including Moose Jaw. John’s citizenship is denied, and he’s told to start ‘New Canada.’
  • Original Ad Sample:
    "What? But I already bought a Moose Jaw and a Yellowknife and a Sault Ste. Marie, whatever that is." (25:18, John Hamm)
• Mayor’s Response:
  Moose Jaw Mayor Fraser Tolmey filmed a tongue-in-cheek video inviting Hamm to become a ‘New Canadian’ and outlining the quirky perks of life in “New Canada.”
  • Quote:
    “John, we could do crazy things here. We could put the moose on the five dollar bill. We could have the loonie, the toonie, the Mooney.” (26:14, Mayor Tolmey)
• Results:
  The video, viewed 50,000+ times, boosted both local pride and tourism to Moose Jaw.
  • Quote:
    “People will be taking notice that Moose Jaw is a fun place to go and visit... Our locals are proud that we’re getting the attention.” (27:02, Mayor Tolmey)
• Timestamps:
  – Skip ad and setup (24:28 – 25:53)
  – Mayor’s response (25:53 – 27:02)

5. New Brunswick Youth Orchestra vs. Infiniti – Challenging Stereotypes

• Original Infiniti Ad:
  A woman in an SUV drowns out a noisy youth orchestra by closing her windows, suggesting the car can “quiet the chaos.” Many viewers found the portrayal unnecessarily disparaging to young musicians.
  • Public Reaction Quote:
    “I want to hug every one of those kids and encourage them in any way possible.” (32:13, Viewer Commentary via O'Reilly)
• Clapback Ad:
  The New Brunswick Youth Orchestra released its own video, joking that Infiniti should have just hired them, while showing their talented young musicians performing perfectly.
  • CEO Statement:
    “We felt because we’re a leader in this space of children and youth music that it was our duty...to somehow respond to this.” (33:29, Ken MacLeod)
• Outcomes:
  The video’s positive message resonated widely, with over 60,000 views and compliments from across North America. Infiniti acknowledged the clapback, reiterating their intent wasn’t to insult young musicians.
• Timestamps:
  – Infiniti ad description (31:29 – 32:13)
  – Youth orchestra response (32:19 – 34:19)

Notable Quotes & Memorable Moments

• On Cultural Symbols and Advertising Offense:
  “Aiz the by is not just a ditty, it is a cherished part of the province’s history. So much so that the lyric from the song has been featured on a Canadian postage stamp.” (34:37, Terry O'Reilly)
• On the Power of Humorous Response:
  “Press statements only make lawyers happy but leave a bad taste with the rest of the world. Astronomer chose to aim their message at the rest of the world.” (19:24, Terry O’Reilly)
• On the Responsibility to Clap Back:
  “In our experience, all kids have talent and can shine on any stage, anywhere.” (33:36, Ken MacLeod, CEO NBYO)
• Summing Up the Power of the Response:
  “In the world of clapback ads, your response defines you. You can be overly defensive or you can be smart. You can be high class or nothing but a hound dog when you’re under the influence.” (36:26, Terry O’Reilly)

Key Takeaways

• Clapback advertising leverages wit, speed, and cultural awareness to turn criticism or controversy into opportunity.
• Brands that respond quickly and creatively can reclaim their narrative, build loyalty with core audiences, and "win" unexpected publicity.
• Effective clapbacks match the tone of the moment—humor for harmless ribbing, pride and emotion for cultural slights, and humility or clarity for PR crises.
• In the age of social media, the public is watching not just what brands say, but how they choose to say it.

Important Timestamps

• [04:23 – 09:21]: Origin of answer songs and the roots of clapback culture
• [09:34 – 13:55]: VRBO vs. Newfoundland and Labrador tourism response
• [14:53 – 19:24]: Astronomer’s “Kiss Cam” crisis and Gwyneth Paltrow’s video
• [24:28 – 27:02]: Mayor of Moose Jaw’s playful response to John Hamm’s ad
• [31:29 – 34:39]: Infiniti ad backlash and the New Brunswick Youth Orchestra reply
• [36:26]: Episode wrap-up and overarching lessons

Episode Tone:
Terry O’Reilly blends humor, admiration for clever marketing, and respect for cultural sensitivity. The stories are lively, insightful, and underscore the ad industry’s intersection with pop culture and human emotion.

This summary covers the central stories, key teaching points, and standout moments with speaker attribution and timestamps for easy reference—a perfect primer for anyone interested in advertising, PR, and the art of the comeback.