Every Journey Starts Earlier

Iberia turns the “before” into the destination—while Google, TikTok, and Spotify push marketing toward clearer value, faster testing, and harder attribution.

Author

Javier García
December 13, 2025 • Estimated Reading Time: 5 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

Sponsored Section

Shoppers are adding to cart for the holidays

Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.

Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

Best Ad of the Week

Iberia – “Before You Take Off” (2025 Spanish Brand Campaign)

Iberia’s “Before You Take Off” focuses on a moment airlines rarely show: everything that happens just before the journey begins. The ad never shows a plane in the air. Instead, it follows quiet pre-flight scenes: a traveller closing a suitcase at dawn, a couple holding hands in the terminal without speaking, a woman deleting a work email before boarding, a child pressing their forehead against the airport glass. Only at the very end do we see the aircraft push back. The line appears: “Every journey starts earlier than you think.”

Key marketing lessons

• Sell anticipation, not transport: Iberia frames flying as an emotional transition, not a logistical service.
• Focus on unseen moments: By highlighting what happens before boarding, the ad feels intimate and distinctive.
• Restraint creates premium perception: Slow pacing and minimal dialogue communicate confidence and calm.
• Human emotion over destination glamour: The ad avoids showing cities or landmarks, keeping the story personal rather than aspirational.
• Brand as facilitator, not hero: Iberia positions itself as the quiet enabler of meaningful life moments, not the centre of attention.

Sponsored Section

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Weekly Tip

Decide What to Exclude

Strong content is defined as much by what you leave out as by what you include.

• Identify ideas that are interesting but not essential
• Remove anything that doesn’t support the main point
• Trust that less context can mean more clarity

Focus sharpens impact. What you exclude often makes the message stronger.

Weekly Challenge

First Comment Strategy

This week, use the first comment to extend your post’s impact:

• Publish a post with a short, clean caption
• Add the main explanation, extra tip, or CTA in the first comment
• Pin that comment so it’s always visible
• Compare comments and reach with posts where everything is in the caption

Separating caption and comment can spark curiosity and drive deeper engagement.

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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