Weather Doesn’t Decide

Moncler sells agency over conditions—while Google moves toward outcome-based bidding across channels, Meta automates creative rotation, and IKEA doubles down on loyalty-only growth.

Author

Javier García
December 19, 2025 • Estimated Reading Time: 5 minutes

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Moncler – “Weather Doesn’t Decide” (2025 Global Brand Campaign)

Moncler’s “Weather Doesn’t Decide” reframes outerwear as a mindset, not a response to conditions. The ad shows people continuing with their plans despite extreme weather: friends having dinner outdoors in the cold, a woman cycling through heavy wind, a photographer waiting in the rain for the right light. The jackets are visible but never introduced. The story ends with a simple line: “You decide.”

Key marketing lessons

• Shift control to the consumer: Moncler removes weather from the equation and gives agency back to the person, not the product.
• Product as silent reassurance: The jackets don’t demand attention. Their presence is felt through behaviour, not explanation.
• Luxury through confidence, not excess: Calm pacing and restrained visuals reinforce premium positioning without spectacle.
• Emotion beats environment: The campaign focuses on intention and commitment, making conditions irrelevant to the message.
• Strong idea, simple execution: One insight carries the entire film, proving that clarity often outperforms complexity.

A reminder that the strongest brands don’t react to circumstances. They help people move through them on their own terms.

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Weekly Tip

Design for Recognition, Not Surprise

Surprise can grab attention once. Recognition builds habit.

• Use consistent layouts so people know how to read your content
• Repeat visual patterns that become familiar over time
• Let novelty live in the idea, not in how it’s presented

When people recognise your content instantly, you remove friction and earn attention faster.

Weekly Challenge

Platform Native Test

This week, lean into what the platform wants, not what you prefer:

• Create one piece of content using a native feature you rarely use (stickers, in-app text, templates, effects)
• Avoid external tools or heavy editing
• Publish it as-is and let it feel native to the platform
• Compare reach and engagement with your usual polished content

Platforms often reward content that feels made for them, not imported into them.

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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