Silence Is the New Flex

Inside Sony’s “Sound of Nothing” and why calm is the smartest luxury play in 2025.

Author

Javier García
November 10, 2025 • Estimated Reading Time: 6 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

Sony – “Sound of Nothing” (2025 Global Headphones Campaign)

Sony’s “Sound of Nothing” campaign promotes its new noise-cancelling headphones by transforming silence into the hero. The ad opens with a chaotic city scene—honking cars, chatter, construction—then cuts abruptly to total quiet as the listener puts on the headphones. The moment of stillness becomes cinematic, ending with the line: “Silence is the new luxury.”

Key marketing lessons
• Sell absence as experience: Instead of adding more sound or spectacle, Sony turns nothingness into value, making silence aspirational.
• Contrast drives attention: The jarring transition from noise to quiet creates instant sensory relief—an emotion audiences physically feel.
• Align product function with emotion: The headphones’ technology becomes a metaphor for peace, focus, and personal space in a crowded world.
• Minimalism as identity: Sparse visuals and muted colors reinforce the brand’s refined tone and confidence in simplicity.
• Emotional utility > technical specs: Sony avoids jargon; the ad doesn’t explain decibels or AI filters—it shows the human benefit directly.

Takeaway:
Sony demonstrates that true luxury in advertising isn’t about more—it’s about less. When your product gives people calm in a noisy world, silence becomes the loudest statement you can make.

Sponsored Section

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Weekly Tip

Tell One Story at a Time

Trying to fit multiple stories into one post only weakens them all. Focus gives your message weight.

• Choose one clear narrative or lesson per piece
• Remove side points that don’t serve it
• Let the story breathe with space and pacing

A single, well-told story stays with your audience far longer than several half-told ones.

Weekly Challenge

Hook Image Test

This week, focus on the power of your visuals’ first impression:

• Create two posts around the same idea but use completely different first images or thumbnails
• One should be minimalist, the other bold and eye-catching
• Post them a few days apart and compare reach and engagement
• Note which visual style grabs more attention for future designs

Testing visuals helps you learn what truly makes your audience stop scrolling.

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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