Still Playing

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

Nintendo – “Still Playing” (2025 Global Brand Campaign)

Nintendo’s “Still Playing” is built around a simple observation: people don’t stop playing, they just play differently. The ad shows the same characters at different stages of life. A kid playing Mario Kart on the floor. Years later, the same person playing on a handheld during a commute. Later still, playing with their own child on the couch. The graphics evolve. The habit stays. The film ends with a line that lands quietly: “Play doesn’t grow old.”

Key marketing lessons

• Redefine longevity as relevance
Nintendo positions itself as a lifelong companion, not a phase or a console cycle.

• Evolution without abandonment
The brand shows change without erasing the past, reinforcing continuity instead of disruption.

• Behaviour over hardware
No specs, no launches, no tech talk. The story lives in how people play, not what they play on.

• Emotion through recognition
Viewers recognise themselves in the timeline, turning nostalgia into connection rather than sentimentality.

• Brand confidence through patience
Nintendo proves you don’t need to chase trends when you’ve built habits that last decades.

A reminder that the strongest brands aren’t the ones that feel new every year. They’re the ones people never stop coming back to.

Latest Trends and News

Google Tests AI-Led Cross-Campaign Learning
Google is experimenting with sharing performance learnings across multiple campaigns within the same account. Winning messages and formats can now influence optimisation faster, reducing duplicated testing.

Meta Expands Automated Creative Versioning
Meta is rolling out automatic creative versioning that adapts copy length, framing, and CTAs per placement. Brands provide fewer base assets while the platform handles variation at scale.

Uniqlo Pushes Data-Driven Store Campaigns
Uniqlo is piloting in-store promotions triggered by local demand data and weather patterns. Marketing decisions are increasingly shaped by real-time signals, not fixed calendars.

Sponsored Section

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Weekly Tip

Make the Message Easy to Summarise

If someone can’t summarise your idea in one sentence, it’s too complex.

• Aim for a single, clear takeaway
• Avoid stacking conditions or exceptions
• Write with the summary in mind, not as an afterthought

Content that’s easy to summarise is easier to remember, share, and apply.

Weekly Challenge

Creator Self-Audit

This week, refine how you show up online:

• Review your last 5 posts and write one sentence describing the impression each gives
• Check if those impressions align with how you want to be perceived
• Identify one change in tone, format, or topic to adjust next week
• Apply it to your very next post

Being intentional about perception helps you build a stronger, more consistent personal brand.

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.