Dead Owls and Exploding Heads

What makes a campaign memorable? First thing that comes to my mind is those wild, off-the-wall ideas that feel like they were dreamed up by a three-year-old with an unlimited supply of that yellow dandelion crayola that’s no longer available and of course, zero rules.

But maybe it’s about building that perfect and simple copy that captivates audiences, or even creating an enticing graphic piece that you can’t stop staring over and over. What about crafting a concept so genius that everyone and their mom immediately thinks about your brand when they think of polar bears and christmas.

I’ll be honest, for me it’s all about blowing your fictional spokesperson to smithereens to sell your latest candy (A bit too much, I know).

That’s why lately, I’ve been obsessed with mascots. You know, the Michelin Man, the Quaker Oats guy, those characters that have been kicking around for nearly a hundred years. And I know, maybe those are not the first couple of guys to come to your mind, well not unless you’re compulsively buying tires or oatmeal is your deal, but they’re undeniably there, deep into our collective brain.

Don’t believe me? I dare you think about Micheline as a brand and forget about that white puffy giant.

So why am I rambling about fictional characters? Easy, because in less than two months one mascot “died” and got resurrected by the internet, and another brand literally just exploded its own character to sell sour candy.

Seriously. From Wendy’s quippy attitude on Twitter to that passive-aggressive Duolingo Owl guilt-tripping you into learning Swedish, mascots are everywhere right now.

We’re in a full-blown Character Renaissance. And this isn’t your regular nostalgia bait, this is a smart, strategic move by brands and to be honest, I’m all in for this silly nonsense.

Spoiler: It’s Our Fault

Before we even get into the now, let’s get one thing straight: we’re practically wired to connect with these characters. It’s because of something called anthropomorphism– our very human habit of giving human traits to well, anything. A talking gecko, a fruity toucan, or whatever Grimace is…

We are looking for faces, for personality, and mascots are all personality and face, helping faceless companies feel more human by tapping into:

• Emotional Connection: They make us feel things – nostalgia, humor, comfort.
• Simplification: Complex brand message? A mascot can embody it, making it easy to get.
• Memorability:In a world that fights for every second of our attention, a unique character might get someone to stop their endless doomscrolling.

Plot Twist: Mascots Never Really Left

To really get why today is a big deal, let’s go back to the 1980s and 90s. TV was dominated and brands were all about becoming lifestyle symbols, so naturally mascots played a big role in shaping that landscape.

These characters were built for TV impact, quick, memorable, and often tied to catchy jingles. But the controversies (looking at you, Spuds and Joe Camel) also taught brands some early lessons about responsibility.

So, what happened after this heyday? Did mascots just pack their bags and disappear rode off to the sunset to a place with no wifi and minimalist branding?

Not really. It was more of a quiet evolution.

Think about it: the M&M’s characters got sassier and developed individual personalities. The GEICO Gecko became a charming, seemingly omnipresent insurance expert. The ones that survived where those who were not afraid to adapt to the new millennium. They jumped onto new digital platforms and kept their brands relevant.

And yes, the rise of influencer marketing might have briefly stolen the spotlight, with brands chasing those “authentic” human faces. But as we all know, human influencers come with their own set of risks (scandals, costs, and that “is this even genuine?” feeling). This might be one reason brands are realizing the power of a character they can own, control and adapt.

The Renaissance

Which brings us back to today, May 2025. Right in the middle of a mascot renaissance of sorts, and I might have a few clues on why that might be the case.

1. They Know The Digital Game: The internet, especially platforms like TikTok, is visual, character-driven, and loves a bit of chaos. Modern mascots are built for this.

2.  Authentic Is Not Always Real:We want honesty from brands. Ironically, a welldeveloped mascot with a consistent, relatable (or even flawed) personality can feel more genuine and trustworthy than a perfectly polished corporate message or even some human influencers.

3. Cutting Through the Clutter:Our feeds are an endless scroll. A distinct, engaging character can stop thumbs and make a brand memorable or at least peak your curiosity.

4. Anyone Can Hop In:Even serious business-to-business companies are getting in on the action. Salesforce has a whole crew of characters to make their complex software feel more approachable, humanizing the brand a bit more.

Mascot Magic

Today’s mascots are more than just cute faces. They are:

• Storytellers: They have backstories, personalities, and sometimes entire

“worlds,” creating immersive brand experiences.

• Relationship Builders: They foster genuine emotional connections, moving beyond just selling a product to building a loyal community.

• Versatile Superstars: They can show up on TikTok, in video games, or on the classic cereal box. That cross-platform presence is powerful.

• Differentiators: In crowded markets, a unique character is something competitors can’t easily copy.

So, What’s the Real Deal with Mascots in 2025?

The character renaissance is no accident. It’s a smart, savvy response to our current world. We’re overloaded with information, craving genuine connection, and spending a ton of time on visual, interactive platforms.

Mascots tap into that fundamental human desire for stories, for personality, for a friendly face in the corporate crowd. They’re proof that those “crazy thoughts” and that boundless imagination we talked about at the beginning can, with the right strategy, become incredibly powerful business tools.

And yes, it’s possible we get saturated with mascots all over again and start hating on them until they become scarce and unique again. But until that day comes, mascots provide a very unique opportunity to find a tone and voice that resonates with your audience in a special way.

Because beyond the levity they provide, their ability to connect on a human level is what really lands it for me. In a world that often feels fragmented, these characters offer a consistent, relatable voice.

They remind us that even in business, a little bit of imagination and a friendly face can go a long, long way. They’re not just selling us something; they’re inviting us into a story. And who doesn’t love a good story?

For further reference outside of the marketing world, watch Marcel the Shell, for an animated 3D shell with some weird eyes, Marcel is probably one of the most human characters I’ve seen in a while.