Future Makes for an Impressive Sommelier as StubHub Focuses Its Ads on the Value of Experiences

The rapper joins pro athletes in taking on eccentric side jobs

Let the experience breathe a little. StubHub

Research indicates that spending on material items may not necessarily make people happy. It’s all about the experience and the associated fond recollections. Armed with a new agency—72andSunny—StubHub launched “Be There”on that very concept.

“Happiness is driven more by experiences than buying things,” Olivier Ropars, chief marketing officer of StubHub, told Adweek.

TV spots star rapper Future, NFLer Todd Gurley and Albert Pujols of the Los Angeles Angels. Each takes on a different job—sommelier, pottery maker and hardware store worker, respectively—to showcase StubHub’s mobile app as a means of connecting people with memory-making experiences.

It’s hard to watch Future play as sommelier and not believe he isn’t one. As he pours a bottle of red that “pairs nicely with the duck confit,” Future tells a young man that his girlfriend “deserves more than an ankle bracelet from the mall” whereas VIP seating at his sold-out show works.

Gurley convinces a woman to move her pottery-making bachelorette party to the 20-yard line and Pujols suggests a man reconnect with his father through 9 innings of baseball.

“People want to be at live events and make great memories,” added Ropars. “We’re making it easier to see live events. We want to help that couple who wants to go see Hamilton even though every show is sold out.”

Baseball is also big for StubHub. The company had a partnership with MLB for the last ten seasons and is in the midst of its 11th with the league.

“Be There” will run in three markets: Houston, Atlanta and Philadelphia, which Ropars believes is “representative of a national campaign” and includes the TV work, radio and out-of-home.

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Amy Corr is a contributor to Adweek.