Will Smith Is Not Doing Okay — And Here's What He Should Do About It

Aug 28

To say Will Smith is having a bad year for PR would be an understatement. In fact, you could argue his image began unraveling as early as 2020, when he and Jada Pinkett Smith voluntarily brought their marital issues into the public spotlight via the now-infamous Red Table Talk. The moment became meme-worthy, but it also cracked the veneer of a carefully crafted brand.

After the now-infamous Oscars incident, Smith went into damage control mode. Since then, Will Smith has been trying—unsuccessfully—to recapture his brand and reconnect with his audience. He made a surprise appearance at Coachella with J. Balvin, dropped a new single called “Pretty Girls”, and even took to the streets of London with Rita Ora to drum up hype for his UK tour. Most recently, he posted a concert recap video celebrating his fans—only for viewers and experts to accuse him of using AI-generated crowds. Distorted faces, warped hands, and melted visuals quickly set off alarms.

It’s the latest in a long list of missteps that all share one thing: they come off as cheesy, awkward, and forced.

Instead of retreating to recalibrate, he’s spent the last few years making public appearances and media moves that feel more reactive than strategic.

As a marketing and creative leader, I see this not just as a celebrity issue—but as a brand crisis. Smith isn’t suffering because he made a single mistake. He’s suffering because his brand no longer has a clear or credible identity.

If he were my client, here’s what I’d advise—and these five principles apply to any personal or corporate brand trying to bounce back from a fall.

1. Stop Trying to Revive the Old Persona

Will Smith’s brand was once built on charisma, relatability, and family-friendly appeal. He was the safe, clean-cut alternative in both music and film—a strategy that worked brilliantly for nearly three decades.

But trying to resurrect that same persona today feels outdated and out of touch. The world has changed. Audiences have changed. And Will Smith has changed, too. Clinging to a former version of yourself—especially when the public has seen the cracks—only widens the disconnect.

Lesson: Let go of nostalgia. Great brands evolve.

2. Embrace Strategic Vulnerability

After the Oscars, what the public wanted was honesty. Not a slickly edited YouTube apology. Not awkward viral stunts. Not a PR tour in disguise.

Smith doesn’t need more content—he needs clarity. A long-form documentary, an in-depth interview, or a genuine dialogue about what he’s learned could begin to rebuild trust. But it can’t be contrived. Vulnerability only works when it’s real.

Case in point: Domino’s. In 2010, the brand openly admitted their pizza wasn’t good—and launched a full rebrand around transparency, even airing customer complaints in national commercials. It worked. Not because they were perfect, but because they were honest. That kind of radical transparency turned public skepticism into renewed loyalty. Learn more here.

Lesson: Audiences don’t expect perfection. They expect transparency.

3. Prioritize Purpose Over Promotion

AI-enhanced concert footage meant to showcase fan love? That’s the wrong message at the wrong time. Smith should be investing in purpose, not just PR optics.

Instead of manufactured moments, what if he used his platform to talk about masculinity, personal growth, or even the implications of AI in entertainment? What if he became a voice for reflection instead of reinvention?

Lesson: Real connection beats synthetic hype—every time.

4. Build a Team That Pushes Strategy, Not Stunts

From the outside, it looks like Smith is surrounded by “yes people.” Every recent appearance—whether it’s a pop-up with Rita Ora or a Coachella cameo—feels like someone trying to go viral, not someone playing the long game.

This isn’t just about PR. It’s about leadership. Smith needs a team that isn’t afraid to say no. A team that can connect the dots between reputation, relevance, and authenticity.

Lesson: Your brand is only as strong as the people steering it.

5. Own the Pivot—and Mean It

Comebacks aren’t made by quietly waiting for the storm to pass. They’re made by taking control of the narrative. That means Smith has to decide: Is he still trying to be the old Will Smith, or is he ready to own a more complex, more human version of himself?

He doesn’t need to fix the past. He needs to shape the future.

Lesson: Reinvention starts when you stop performing and start leading.

Final Thoughts

Will Smith’s brand doesn’t need more noise. It needs a new narrative.

The AI crowd controversy isn’t the main problem—it’s a symptom of a larger issue: a brand that hasn’t figured out who it is in 2025. And in an era where authenticity is the ultimate currency, that confusion reads loud and clear.

The good news is that audiences are forgiving. We love a comeback. But redemption isn’t earned through surprise appearances or deepfake fan montages. It’s earned through clarity, consistency, and character. And that’s something no algorithm can fake.

Sol Creative Collective