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

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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.

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