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Good morning readers. Tiger Woods swings into a new partnership with TaylorMade, launching "Sun Day Red," a brand paying homage to his iconic Sunday attire. Despite setbacks from injury, Woods' enduring legacy promises a hole-in-one for TaylorMade, amplifying the brand's reach and securing a tee-off in the apparel and footwear market. As Woods embarks on this new chapter, fans eagerly await his next move, proving that even off the green, his star power remains unmatched.

Let’s jump into today’s storylines.

In today’s digest:

• Celebrities took over Super Bowl ads this year

• Headline Hustle: Donald Trump asks Supreme Court to delay immunity ruling, ride share drivers plan on striking on Valentines Day for fair pay, companies in Magnificent 7 could introduce dividends this year

• Disney’s shareholder fight is costing the company a pretty penny

• Pulse Points: What’s Trending

MARKETING

A common theme across all Super Bowl ads this year? Celebrity endorsements

In the glitzy world of Super Bowl commercials, where the stakes are as high as the ad spots' price tags, this year's playbook seemed to have one dominant strategy: celebrity firepower. From Arnold Schwarzenegger and Danny DeVito's dynamic duo for State Farm to the star-studded lineups of BMW, the message was clear – famous faces reel in the viewers.

Star power scores big…sometimes

Topping the charts, the State Farm ad clinched the crown on USA Today's Super Bowl Ad Meter, proving yet again the undeniable magnetism of celebrities in advertising. The spectacle didn't stop there; Ben Affleck, Jennifer Lopez, Tom Brady, and Usher also graced the screen, each bringing their own brand of charisma to the commercials they endorsed.

But as any seasoned coach will tell you, not all plays work out as planned. Ace Metrix's postgame analysis delivered the verdict: while BMW's celebrity-driven narrative was a hit, others like TurboTax and PepsiCo's Starry soda – despite their star casts – missed the mark, landing on the less favorable end of the popularity spectrum.

The celebrity conundrum. Marketing experts are throwing a penalty flag, cautioning against the dazzle of celebrities blinding viewers to the brands they're meant to spotlight. The shine of celebrity endorsements, while eye-catching, runs the risk of eclipsing the brands themselves. It's a tricky balance; viewers might remember Arnold's laugh or DeVito's charm but draw a blank on the product they were pitching.

The aftermath on social media is telling.

• While Verizon scored with significant engagement, others like Temu faced backlash, showing that increased visibility doesn't always translate to a positive gain.

• The drive for safe plays to avoid controversy might be leading to a field of ads that, while avoiding penalties, fail to make a lasting impression.

Looking ahead…the celebrity strategy in Super Bowl ads is a fascinating scene, reflecting the broader dynamics of advertising today. It's a world where star power can illuminate a brand's message, yet, without the right balance, can just as quickly eclipse it. As brands navigate this field, the challenge remains: how to leverage the undeniable appeal of celebrities while ensuring the message doesn't get lost in the lights.

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Headline Hustle

🙏 Donald Trump asks Supreme Court to delay immunity ruling in 2020 election case. Donald Trump's attorneys have petitioned the Supreme Court to temporarily halt a recent ruling rejecting his claim of immunity from criminal charges related to his actions following the 2020 presidential election. Trump's legal team argues that without this immunity, the essence of the presidency is at stake. The ruling from a lower court, which denied Trump's immunity claim, could potentially end his efforts to dismiss special counsel Jack Smith's case. Trump's plea for a stay underscores the gravity of the issue, asserting that allowing criminal prosecution for a former president's official acts could set a dangerous precedent and disrupt the political landscape.

🚗 Uber, Lyft, DoorDash drivers will strike for fair pay on Valentines Day. Ride-sharing giants Uber, Lyft, and food delivery app DoorDash face a Valentine's Day challenge as thousands of drivers plan to strike across the United States demanding fair pay. Despite recent moves by Lyft to guarantee weekly earnings, drivers decry disproportionately high platform commissions. Driver groups, representing over 100,000 workers, anticipate a nationwide protest. Drivers cite plummeting earnings amidst algorithmic pricing, with Uber drivers seeing a 17.1% decrease in monthly earnings in 2023.

📈 Amazon and Alphabet are on track to introduce dividends in 2024. Income-focused investors, particularly those with stakes in the tech giants dubbed the "Magnificent Seven," could see significant gains as more companies follow Meta Platforms Inc.'s lead by introducing dividends. Analysts at Goldman Sachs anticipate Alphabet and Amazon to join the dividend trend in 2024. Interest in dividend-paying stocks has surged since Meta's announcement, prompting Goldman to raise its S&P 500 dividend forecast to 6%. With robust earnings growth and favorable market conditions, companies are poised to attract new investors seeking stable returns.

BUSINESS

The most expensive shareholder fight is coming to Disney’s boardroom

In a tale that could rival any of its blockbuster hits, Walt Disney finds itself in the throes of an epic boardroom saga, pitting the entertainment giant against activist hedge funds Trian Fund Management and Blackwells Capital. The stakes? Control over the direction of one of the most beloved brands on the planet and a boardroom battle that's set to break the bank with a record $70 million price tag.

The Mouse vs. The Might

The core of this dispute revolves around differing visions for Disney’s future and strategies to enhance shareholder value, following a notable decline in stock price since its 2021 peak. Trian Fund Management advocates for a series of strategic shifts aimed at revitalizing Disney’s foundational strengths, including naming a definitive successor to CEO Bob Iger, enhancing profitability within its streaming ventures, and invigorating its studio segments. Conversely, Blackwells Capital has proposed a more radical approach, suggesting a potential breakup of the company to unlock value.

Not one to sit idly by on its storied throne, Disney has launched a charm offensive, wooing shareholders with investments in Epic Games, streaming alliances, and even animated voting guides starring its iconic characters.

But things get even more interesting with the debut of the universal proxy card, a recent innovation that offers shareholders the flexibility to select board candidates from both the company's and activists' sides. This mechanism could significantly influence the outcome of the election, offering a nuanced tool for shareholders to express their preferences regarding the company's governance and strategic direction.

Big picture: With the company's legacy and future at stake, all eyes are on the shareholders, whose votes will ultimately decide the fate of the magic kingdom.

SNIPPETS

Pulse Points

• Super Bowl LVIII set a record as the most-watched TV show ever, with 123.4 million viewers witnessing the Kansas City Chiefs' overtime victory against the San Francisco 49ers.

• Cruise, General Motors' autonomous vehicle unit, appointed Steve Kenner, a veteran with nearly 40 years of experience in automotive and tech safety, including roles at Apple, Uber, and Aurora, as its new chief safety officer.

• Carl Icahn disclosed a nearly 10% stake in JetBlue Airways, deeming the stock undervalued, which led to a more than 15% spike in JetBlue's shares in extended trading.

• The Biden campaign has embraced TikTok to engage younger voters, despite existing national-security worries about the app.

• Nvidia nearly surpassed Amazon to reach the No. 4 spot by market cap, briefly outvaluing the company in intraday trading before closing with a valuation of $1.785 trillion compared to Amazon's $1.790 trillion.

• Stellantis, the parent of Chrysler, Jeep, Ram, and Dodge, announced it will use Tesla's electric vehicle charging plug for its future EVs, making it the last major car company to adopt this standard.

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