Read What Others Skip

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

Aesop – “Read the Label” (2025 Global Brand Campaign)

Aesop’s “Read the Label” turns something most people ignore into the centre of the story. The ad shows customers in Aesop stores actually stopping to read product labels. Not quickly. Slowly. One person smiles at a line of copy. Another re-reads a sentence while washing their hands. A third folds the box and keeps it. No product benefits are explained. The words do the work. The film ends with a single line: “If it’s worth making, it’s worth reading.”

Key marketing lessons

• Use language as a differentiator
Aesop treats copy as a product feature, reinforcing its intellectual, thoughtful brand positioning.

• Slow people down on purpose
In a fast-scan culture, encouraging reading becomes an act of distinction.

• Trust your audience’s intelligence
No simplification, no slogans. The brand assumes curiosity and rewards it.

• Product meaning over product promise
Instead of selling outcomes, Aesop sells intention and care.

• Consistency builds cult status
The campaign feels unmistakably Aesop, proving that a clear voice compounds over time.

A reminder that when a brand knows exactly who it is talking to, it doesn’t need to shout.

Latest Trends and News

Google Tests AI-Based Channel Prioritisation
Google is experimenting with AI that decides which channel should receive budget first based on real-time performance signals. Instead of fixed allocations, campaigns adapt dynamically across Search, YouTube, and Display.

Meta Expands Creative Learning Across Accounts
Meta is piloting learning that transfers insights between ad accounts owned by the same business. Winning hooks and formats can now influence performance faster across markets and regions.

El Corte Inglés Pushes Personalised App Campaigns
El Corte Inglés is testing personalised in-app promotions based on browsing and purchase history. The strategy turns the app into a tailored media channel rather than a generic catalogue.

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Weekly Tip

Use Familiar Language for New Ideas

New concepts feel safer when they’re explained with known words.

• Avoid inventing terms when common ones work
• Build on phrases your audience already uses
• Introduce novelty in the idea, not the language

Familiar language lowers resistance and makes new ideas easier to accept.

Weekly Challenge

Attention Span Test

This week, optimise for speed of understanding:

• Create one post that can be fully understood in under 5 seconds
• Use a strong headline, simple structure, and no extra context
• Assume the viewer will not read the caption
• Track saves and shares to see if fast clarity improves performance

If people get it instantly, they’re far more likely to engage.

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.