The Same Order

McDonald’s turns routine into brand power—while Google automates more creative in Performance Max, Meta simplifies campaigns around outcomes, and H&M tests app-only member pricing to build first-party loyalty.

Javier García
December 16, 2025 • Estimated Reading Time: 5 minutes

In partnership with

Introduction

Welcome to another exciting week!

Best Ad of the Week
Latest Trends and News
Weekly Tip
Weekly Challenge

Best Ad of the Week

McDonald’s – “The Same Order” (2025 Global Campaign)

McDonald’s “The Same Order” is built around a simple, almost invisible habit: ordering the same thing every time. The ad shows different people in different countries walking into McDonald’s and ordering without looking at the menu. A teenager orders the same meal he’s had since childhood. A night-shift worker orders automatically, half asleep. A couple order each other’s meals without asking. No one explains why. The film ends with a quiet line: “Some choices don’t need thinking.”

Key marketing lessons

• Own real behaviour, not aspiration: McDonald’s taps into a genuine habit people recognise instantly, which builds trust and familiarity.
• Consistency as value: Instead of novelty, the brand highlights reliability, comfort and predictability as strengths.
• Cultural flexibility, universal truth: Different countries, same behaviour. The insight travels without changing the idea.
• Minimal storytelling, maximum recognition: Short scenes and no dialogue let viewers project their own routines into the ad.
• Brand as default choice: By showing automatic decisions, McDonald’s positions itself as the easy, unquestioned option.

Latest Trends and News

Google Pushes AI Asset Generation in Performance Max
Google is expanding automatic image and text generation inside Performance Max campaigns. Brands can now launch faster with fewer assets, while Google’s AI adapts creatives in real time based on intent signals.

Meta Introduces Outcome-Based Campaign Objectives
Meta is testing simplified campaign objectives focused purely on outcomes like sales or leads. The change reduces manual setup and signals Meta’s shift toward fully AI-managed campaign optimisation.

H&M Tests Membership-Only Pricing
H&M is piloting exclusive discounts available only to logged-in members via its app. The move strengthens first-party data collection and encourages repeat engagement through owned channels.

Weekly Tip

Edit With Distance

The best edits happen when you’re not attached to the first draft.

• Step away before reviewing your content
• Read it as if you didn’t write it
• Cut anything that feels unclear or unnecessary

Distance reveals weaknesses you can’t see up close—and clarity improves fast.

Weekly Challenge

Contrast Week

This week, sharpen your positioning by making differences obvious:

• Pick one topic in your niche and define two opposite approaches (good vs bad, amateur vs pro, outdated vs modern)
• Create one post clearly contrasting both sides
• Use simple language and concrete examples, no theory
• End with a question asking where your audience currently stands

Clear contrasts help people understand faster, choose sides, and remember your message.

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.

How was today's post?

Reply

or to participate.