Alix Earle is turning some of the loudest headlines around her into beauty marketing. The 25-year-old TikTok star and Earle Meets World lead has packed a new Reale Actives campaign for Go Calm, her 10% azelaic acid anti-redness serum, with apparent references to Tom Brady dating rumours and her public fallout with Call Her Daddy host Alex Cooper.
The ad places Earle at a chaotic backyard gathering where a football deflates, a goat wanders through the frame, and a phone call ends with the line: 'Call her calm.' The campaign arrives less than two weeks after Earle Meets World premiered on 4 September, giving Earle another platform to revisit stories surrounding her dating life and former business relationship with Cooper.
A Deflated Football Brings Brady Rumours Into the Ad
The football imagery is difficult to miss, even though Earle never names Brady. At one point, she takes a ball from a man wearing a No. 95 jersey and asks, 'Do things blow up from time to time?' before crushing the football until it deflates and tossing it aside.
The sequence leaves room for more than one reference. The No. 95 has been interpreted as a nod to Earle's ex-boyfriend Braxton Berrios, who was born in 1995, while the deflated ball recalls the 'Deflategate' controversy associated with Brady's New England Patriots career. A goat later crosses the scene, another apparent wink at Brady's long-standing G.O.A.T. nickname, although Earle does not explicitly identify either Brady reference in the commercial.
Watch here: Alix Earle turns her biggest headlines into Easter eggs for Reale Actives' new Go Calm campaign.
Earle and Brady were linked after being seen together around New Year's in St Barts and again during Super Bowl weekend, but neither has publicly confirmed that they were in a relationship. In Earle Meets World, Earle stopped short of defining the connection, saying she was 'just having fun' when questioned about her dating life. The campaign therefore plays with an already public rumour rather than confirming it.
'Call Her Calm' Revives the Alex Cooper Fallout
The clearest piece of wordplay comes later, when Earle picks up a payphone and says, 'Call her calm.' The phrasing closely mirrors the name of Cooper's Call Her Daddy podcast, making the moment an apparent reference to the increasingly public dispute between the two creators.
Earle launched Hot Mess through Cooper's Unwell Network in 2023, but the podcast was dropped from the network in February 2025, with Unwell relinquishing its rights to the show. Their tension spilt further into public view in April 2026, when Cooper called out Earle over what she described as 'passive-aggressive' reposts, likes and comments, accused her of creating a 'fake narrative' and challenged her to explain their 'beef'. Earle later gave her version of the breakdown in Earle Meets World, alleging she had gone from viewing Cooper as an idol to feeling 'taken advantage of' and 'manipulated'.
The commercial does not repeat those allegations. Instead, it folds the fallout into the campaign's central joke about remaining visibly calm while chaos unfolds around Earle, with the influencer saying: 'This serum keeps it from showing on my face.'
Reale Actives Makes the Headlines Part of the Campaign
Go Calm is the latest product from Reale Actives, the skincare company Earle founded after documenting her acne struggles online. The $39 (£29) serum launches on Tuesday, 22 September and contains 10% azelaic acid alongside niacinamide and glycerin, with the brand saying it is formulated to reduce visible redness, support hydration and improve clarity.
Watch below: Alix Earle introduces Reale Actives and explains how her own acne journey inspired the skincare brand.
Other apparent Easter eggs stretch beyond Brady and Cooper. The campaign includes references viewers have connected to Earle's second-place Dancing With the Stars finish, cosmetic-procedure speculation, Berrios and more recent dating rumours involving Formula One driver Lando Norris, including a conspicuous mention of Singapore.
The timing follows Earle Meets World, which has already put Earle's breakup, business disputes and dating speculation at the centre of her latest chapter online. Rather than separating those storylines from Reale Actives, the Go Calm campaign makes them part of the creative itself, turning the conversations surrounding Earle into Easter eggs for the beauty launch.
