57Signal
Score
Score
I
Its Nice ThatSeptember 17, 2026Crocs and walking alarm clocks: Alistair Nicholls embraces “pure silliness” in his self-funded claymation
Alistair Nicholls' self-funded claymation, 'Running Late', showcases a playful and whimsical approach to storytelling, which can inspire brands to embrace creativity and humor in their marketing strategies. By incorporating elements of 'pure silliness', brands can differentiate themselves and engage audiences in a memorable way.
◎ EmergingcampaignstrategyCrocs
Its Nice That: Created between paid commissions, Running Late follows a surreal morning routine populated by stubby-legged alarm clocks and a crocodile that dispenses toothpaste.
Intelligence PanelSignal score: 56.5 / 100
Primary Signal
Emerging
Building momentum — trajectory being tracked
Brand Impact
Low
Impact score: 40/100 — niche or sector-specific relevance
Novelty
Moderate
Novelty: 60/100 — iterative development of an existing theme
Action Priority
Monitor
Add to watchlist — reassess next quarter
Scoring Rationale
While the use of humor and creativity in marketing is not new, Nicholls' unique claymation approach offers a fresh perspective that can inspire brand strategies, making it relevant for professionals in the industry.
40
Impact
weight 35%
60
Novelty
weight 30%
70
Relevance
weight 35%
Brands Mentioned
CCrocs
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