Control, Perfected

Dyson turns engineering into proof—while Google expands mid-funnel search ads, Meta unifies creative learning, and Ikea monetises owned platforms.

Author

Javier García
December 29, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Dyson – “Nothing Touches the Floor” (2025 Global Campaign)

Dyson’s “Nothing Touches the Floor” turns a technical benefit into a visual obsession. The ad shows everyday homes in slow motion as dust, crumbs and hair fall toward the ground but never land. They are captured mid-air by Dyson vacuums, frozen just before impact. No comparisons. No competitors. Just gravity defeated again and again. The film ends with one calm line: “Control, perfected.”

Key marketing lessons
• Turn engineering into spectacle: Dyson translates suction power into something you can see and feel, not measure.
• Obsess over one truth: The entire ad is built around a single idea, nothing reaches the floor, making it instantly clear and memorable.
• Premium through precision: Clean visuals, slow motion and silence reinforce Dyson’s reputation for control and mastery.
• Show superiority without naming rivals: By visualising the problem so clearly, comparison becomes unnecessary.
• Let the product do the talking: No lifestyle storytelling, no emotion layers. Confidence comes from proof, not persuasion.

A reminder that when your product genuinely outperforms, the smartest story is often the simplest one.

Sponsored Section

A Framework for Smarter Voice AI Decisions

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Learn how a lifecycle approach helps teams deploy faster, improve accuracy, and maintain predictable operations at scale.

Weekly Tip

Signal Confidence Through Simplicity

Uncertain messaging often hides behind complexity. Clear, simple statements signal confidence.

• Use decisive language instead of hedging
• Avoid over qualifying your points
• Say what you know, plainly and directly

Confidence isn’t about being loud. It’s about being clear enough that the message doesn’t need defending.

Weekly Challenge

Repetition Advantage

This week, repeat yourself on purpose:

• Pick one key idea you believe strongly in
• Share it three times during the week using three different formats
• Keep the message almost identical, only change the delivery
• Track whether repetition improves understanding, saves, or comments

Most people do not see everything you post. Repetition builds clarity and authority.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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