We’re Not Sorry

Ryanair turns radical honesty into trust—while Google predicts demand, Meta automates lead gen, and H&M blends creators with owned channels.

Author

Javier García
December 28, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

Sponsored Section

Shoppers are adding to cart for the holidays

Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.

Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

Best Ad of the Week

Ryanair – “We’re Not Sorry” (2025 European Campaign)

Ryanair’s “We’re Not Sorry” doubles down on radical honesty. The ad opens with blunt statements on screen: “Yes, we charge for bags.” “Yes, the seats don’t recline.” “Yes, it’s still cheaper.” Each line is paired with real passengers boarding quickly, landing on time, and checking their bank apps after booking. No music. No polish. The film ends with one line: “You knew what you were buying.”

Key marketing lessons
• Own your flaws before others do: Ryanair turns criticism into clarity, removing friction caused by mismatched expectations.
• Honesty as differentiation: In a category full of fine print, being blunt becomes a competitive advantage.
• Align message with experience: What the ad says matches exactly what customers get, reinforcing trust through consistency.
• Stop overexplaining value: Ryanair doesn’t justify its model. It states it and moves on.
• Confidence beats likability: The brand chooses respect over approval, which strengthens loyalty among its core audience.

Sometimes the strongest positioning isn’t trying to be loved. It’s being unmistakably clear.

Sponsored Section

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This guide distills 10 AI strategies from industry leaders that are transforming marketing.

  • Learn how HubSpot's engineering team achieved 15-20% productivity gains with AI

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  • Discover 7 ways to enhance your marketing strategy with AI.

Weekly Tip

Treat Attention as a Limited Resource

Every message competes for a small window of focus. Respecting that constraint makes your content stronger.

• Ask what truly deserves attention before publishing
• Remove anything that doesn’t justify its place
• Deliver the value quickly, then stop

When you treat attention as scarce, your content becomes sharper, more intentional, and easier to engage with.

Weekly Challenge

Reverse CTA

This week, flip how you ask for engagement:

• Create one post where you do not ask for likes, comments, saves, or shares
• Focus the caption entirely on delivering value
• Observe how people naturally respond without prompting
• Compare engagement with posts where you explicitly use CTAs

Sometimes removing the ask makes the content feel more authentic—and performs better.

Submissions + Feedback

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