Some Stops Matter

Peugeot reframes driving as an emotional space, while platforms optimise creatives earlier, reduce friction, and push audiences into owned channels

Author

Javier García
December 30, 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

Peugeot – “The Unplanned Stop” (2025 European Campaign)

Peugeot’s “The Unplanned Stop” is built around a familiar moment drivers rarely plan for. The ad follows different journeys that pause unexpectedly: a driver stopping to watch a sunset on the way home, a couple pulling over to argue and ending up laughing, a young woman parking just to sit in silence after a long day. The car stays on. The world slows down. No destination is mentioned. The film ends with a simple line: “Some stops are part of the drive.”

Key marketing lessons
• Reframe mobility as emotional space: Peugeot positions the car as a place to think, feel and reset, not just move.
• Sell moments, not mileage: The campaign avoids performance metrics and focuses on lived experience.
• Relatability over aspiration: These aren’t heroic journeys, they’re everyday pauses people recognise instantly.
• Calm tone builds trust: Soft pacing and minimal sound design create intimacy and confidence.
• Brand as companion, not hero: The car supports the moment without trying to dominate it.

A reminder that great automotive advertising isn’t about where you’re going. It’s about what happens when you get there, or choose not to.

Sponsored Section

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Weekly Tip

Make the Insight Portable

Good ideas should travel easily. If your insight only works in one format or context, it’s too fragile.

• Phrase ideas so they make sense on their own
• Avoid references that depend on long explanations
• Aim for insights that can be quoted, reused, or shared

When an idea is portable, your audience does the distribution for you.

Weekly Challenge

Low-Effort Win

This week, focus on actions that require minimal creation but drive engagement:

• Identify one existing post that already performed well
• Add value by updating the caption, replying thoughtfully to comments, or resharing it with new context
• Do this twice during the week instead of creating something new
• Track engagement compared to freshly created posts

Not every growth lever requires new content. Sometimes optimisation beats creation.

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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