The One Decision

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

AXA – “The One Thing” (2025 Global Insurance Campaign)

AXA’s “The One Thing” is built around a powerful reduction. The ad shows complex life situations in motion: a busy intersection, a crowded festival, a family rushing out the door. Then everything freezes except one detail. A seatbelt clicking. A door locking. A phone call being made. The narration is minimal. The line appears at the end: “Protection is usually one decision.”

Key marketing lessons

• Simplify a complex category
Insurance is overwhelming by nature. AXA cuts through by focusing on one decisive action instead of endless scenarios.

• Use pause to create meaning
Freezing the world around a single gesture forces attention and makes the insight stick.

• Sell prevention, not fear
The campaign avoids accidents and consequences, positioning protection as calm and proactive.

• Make responsibility feel human
Small actions are shown as personal choices, not corporate obligations.

• Authority through restraint
No claims, no numbers, no product breakdown. Confidence comes from clarity.

A reminder that in categories built on complexity, the strongest story is often the one that removes everything unnecessary.

Latest Trends and News

Google Experiments with AI-Powered Ad Storylines
Google is testing ad formats where AI dynamically changes the narrative sequence shown to users based on behaviour. Instead of one static message, ads evolve as interest increases.

Meta Prioritises Engagement Depth Over Reach
Meta is shifting optimisation signals toward deeper engagement actions such as saves, replies, and message opens. Brands chasing raw reach may see weaker delivery compared to those driving meaningful interaction.

Leroy Merlin Tests Creator-Led Tutorials as Ads
Leroy Merlin is piloting paid campaigns built entirely around creator tutorials instead of product-focused creatives. Education-first content is proving more effective than classic promotional formats.

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Weekly Tip

Choose What Not to Say

Strong messages come from deliberate omission. Every extra idea competes with the main one.

• Decide the single point that truly matters
• Cut anything that doesn’t directly support it
• Trust that clarity beats completeness

When you choose what not to say, what remains becomes sharper, clearer, and easier to remember.

Weekly Challenge

Creator Bookmark Test

This week, learn from content you almost scroll past:

• Each day, save one post that made you stop scrolling
• At the end of the week, review all saved posts and look for patterns in hooks, format, and tone
• Create one post inspired by those patterns, not copying the topic
• Publish it and track saves and comments

What you save subconsciously often reveals what actually works.

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.