Make the Auction Make Sense

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

Apple – “Shot on iPhone Ultra” (2025 Launch Campaign)

Apple’s latest “Shot on iPhone Ultra” campaign pushes user creativity to the next level. Instead of hiring celebrities or directors, Apple curated cinematic videos from independent filmmakers worldwide—each filmed entirely on the new iPhone Ultra. The clips were released in a global montage across streaming platforms and outdoor screens, showcasing real creators and real footage, no CGI or post-production tricks.

Key marketing lessons
• Let your users prove your claim: Nothing builds credibility like real creators showing what’s possible with your product. It transforms customers into advocates.
• Simplify to amplify: The message is one line—“Shot on iPhone.” Every frame reinforces it, no voiceovers or gimmicks.
• Empower your community: By spotlighting unknown filmmakers, Apple strengthened loyalty and inspired others to create, extending the campaign’s life organically.
• Make authenticity your differentiator: In an AI-saturated world, Apple’s bet on human-made art feels refreshing and real.
• Global yet personal: Featuring footage from dozens of countries gives universal appeal while maintaining emotional intimacy.

This campaign reminds marketers that the most persuasive storytelling often comes from the audience itself—when the product truly delivers, you can let proof do the talking.

Latest Trends and News

Amazon Ads Unveils AI Creative Assistant
Amazon has introduced a new AI tool that automatically generates ad copy, visuals, and voiceovers directly inside its Ad Console. The feature aims to help small and medium businesses launch campaigns faster while keeping creative quality consistent.

Guardian Pushes Creative Efficiency
The Guardian’s FAME Index (Fewer Ads, More Effective) is gaining traction across the industry. The initiative challenges advertisers to prioritise audience experience, reduce clutter, and invest in storytelling that truly connects.

Pandora Promotes CMO to CEO
Jewellery brand Pandora has appointed Berta de Pablos-Barbier, its Chief Marketing Officer and former LVMH executive, as CEO from 2026. Her marketing-first background signals a stronger focus on brand desirability and customer experience.

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Weekly Tip

Trim Your Message Early

Don’t wait until editing to simplify—start clear from the first draft.

• Define your single takeaway before writing
• Build every line to support that one point
• Stop when the message is delivered—don’t overexplain

Writing with focus from the start saves time and sharpens impact.

Weekly Challenge

Visual Identity Check

This week, refine your brand’s look across platforms:

• Review your last nine posts—do colors, fonts, and layouts feel consistent?
• Update your templates or presets to match your brand tone
• Create one new post using the refreshed style
• Ask followers if they notice the change and track engagement shifts

A cohesive visual identity builds instant recognition and credibility.

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.