The Call You Don’t Make

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

Movistar – “The Call You Don’t Make” (2025 Spanish Campaign)

Movistar’s “The Call You Don’t Make” is built around absence rather than action. The ad shows people hesitating with their phone in hand: a brother about to call his sister after an argument, a friend scrolling past a contact late at night, a father rereading a message he never sends. No calls are made. No words are spoken. The film ends with a simple line: “Connection isn’t about coverage. It’s about courage.”

Key marketing lessons
• Sell emotion, not infrastructure: Movistar never mentions speed, data or plans. It sells the human weight behind communication.
• Use restraint to build impact: Silence and stillness make the message feel intimate and honest.
• Reframe the category promise: Connectivity is positioned as emotional possibility, not technical performance.
• Universality through hesitation: Everyone recognises the moment of almost reaching out, making the idea instantly relatable.
• Brand maturity through confidence: By avoiding product push, Movistar signals trust in its role within people’s lives.

Latest Trends and News

Google Expands AI Price Benchmarks in Search
Google is rolling out AI-based price indicators that show users whether a product is priced high, average, or low compared to historical data. This increases price transparency and forces brands to compete harder on perceived value, not just visibility.

TikTok Strengthens Creator Affiliate Tools
TikTok has upgraded its affiliate system, giving creators better commission tracking and brands clearer performance data. The platform is doubling down on creator-led commerce as a core growth driver.

LinkedIn Pushes Deeper B2B Video Formats
LinkedIn is expanding its video ad inventory with longer, story-driven formats aimed at B2B brands. Early tests show stronger completion rates, signalling a shift away from static ads toward narrative content even in professional feeds.

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Weekly Tip

Make the Next Step Obvious

Confusion kills momentum. If readers don’t know what to do next, they do nothing.

• Be explicit about the intended next step
• Use clear, concrete language instead of vague suggestions
• Remove any competing actions that create doubt

When the path forward is obvious, action feels effortless.

Weekly Challenge

Screenshot Test

This week, design content people want to screenshot:

• Create one post with a clear checklist, framework, or short formula
• Keep the design clean and readable on a phone screen
• Avoid long captions—let the visual do the work
• Track saves and shares to see if it gets “kept” more than usual

If people screenshot your content, you’re delivering real value.

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.