The Moment You Sit Down

How Air France turns calm into a premium signal—while platforms race to predict, test, and automate everything else.

Author

Javier García
January 03, 2026 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

Sponsored Section

The Future of Shopping? AI + Actual Humans.

AI has changed how consumers shop by speeding up research. But one thing hasn’t changed: shoppers still trust people more than AI.

Levanta’s new Affiliate 3.0 Consumer Report reveals a major shift in how shoppers blend AI tools with human influence. Consumers use AI to explore options, but when it comes time to buy, they still turn to creators, communities, and real experiences to validate their decisions.

The data shows:

  • Only 10% of shoppers buy through AI-recommended links

  • 87% discover products through creators, blogs, or communities they trust

  • Human sources like reviews and creators rank higher in trust than AI recommendations

The most effective brands are combining AI discovery with authentic human influence to drive measurable conversions.

Affiliate marketing isn’t being replaced by AI, it’s being amplified by it.

Best Ad of the Week

Air France – “The Moment You Sit Down” (2025 Global Brand Campaign)

Air France’s “The Moment You Sit Down” focuses on a small but emotionally loaded instant: settling into your seat before takeoff. The ad shows passengers finally sitting after the rush of travel. A woman exhales and closes her eyes. A man places his book on the tray table with intention. A child leans against the window, calm for the first time all day. No aircraft takes off. No destination is shown. The film ends with one quiet line: “Your journey starts when you feel at ease.”

Key marketing lessons

• Own a neglected moment
Instead of selling destinations or service lists, Air France claims a single emotional transition point.

• Calm as premium positioning
Slowness, silence and restraint communicate quality more effectively than spectacle.

• Sell feeling, not logistics
Seats, meals and service are implied through emotion, not described.

• Luxury through reassurance
The brand positions itself as a place where stress fades, not excitement peaks.

• Focus sharpens memory
By anchoring the story to one moment, the message becomes easy to recall and associate with the brand.

A reminder that strong brands don’t try to own the whole journey. They choose the moment that matters most and make it unmistakably theirs.

Sponsored Section

Can you scale without chaos?

It's peak season, so volume's about to spike. Most teams either hire temps (expensive) or burn out their people (worse). See what smarter teams do: let AI handle predictable volume so your humans stay great.

Weekly Tip

Say It Once, Say It Clean

Repeating yourself weakens impact. A clear idea doesn’t need reinforcement through volume.

• Express the point in its strongest form
• Remove rephrases that don’t add new meaning
• Trust clarity over repetition

One clean statement lands harder than the same idea said three different ways.

Weekly Challenge

Engagement Reset

This week, clean up how you interact, not what you post:

• Stop liking without commenting. Leave fewer but more thoughtful comments
• Reply to every comment on your posts with a question or added value
• Ignore vanity metrics and focus only on conversations started
• At week’s end, note how many real exchanges you had, not likes

Real growth comes from interaction quality, not activity volume.

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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