Progress Starts Before You Move

Audi turns a split-second decision into premium storytelling—while Apple, X, and Walmart reshape where intent, safety, and shopper data will matter most in 2025.

Author

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

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Audi – “The Decision Before the Turn” (2025 Global Campaign)

Audi’s “The Decision Before the Turn” is built around a moment most drivers recognise but rarely think about: the split second before turning the wheel. The ad shows different drivers approaching a turn in very different situations: a woman driving to a job interview, a man leaving a hospital late at night, a couple on an unplanned road trip, a young driver alone for the first time. The cars slow, the world quiets, and the camera stays on the driver’s face just before the turn. The line appears at the end: “Progress starts before you move.”

Key marketing lessons

• Sell mindset, not machinery: Audi focuses on intention and decision-making rather than performance stats or features.
• Build tension through restraint: Holding the moment before action keeps viewers engaged without needing spectacle.
• Human emotion drives premium positioning: By centring the driver’s internal state, the brand elevates driving into something thoughtful and personal.
• Consistency with brand DNA: Precision, control and clarity are communicated emotionally, not technically.
• A line that reframes innovation: Progress is presented as a mental choice first, technology second.

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Weekly Tip

Use Familiar Structures

Familiar formats make content easier to absorb. When readers recognise the structure, they focus on the message, not how to read it.

• Use clear openings, middles, and endings
• Rely on simple lists or sequences when explaining ideas
• Keep patterns consistent across posts

Structure reduces friction and lets your insight stand out.

Weekly Challenge

Content Pause Test

This week, post slightly less but with more intention:

• Reduce your usual posting frequency by one post
• Spend that saved time improving the hook, clarity, and CTA of the remaining content
• Publish as normal and monitor engagement per post, not total output
• Compare results with a previous high-volume week

Sometimes growth comes from better content, not more content.

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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