When Life Calls, Turn It Off

What Apple’s “Turn It Off”, shoppable TV, and intent-based B2B ads teach us about attention

Author

Javier García
November 23, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Apple – “Turn It Off” (2025 Digital Wellbeing Campaign)

Apple’s “Turn It Off” campaign takes an unexpected angle for a tech company. Instead of encouraging more screen time, the film shows people switching off their iPhones to fully engage in small but meaningful moments: a chef listening to her team during a busy service, friends talking on a rooftop without background noise, a father helping his son with homework, a runner enjoying the sound of his own breath at sunrise. The final line says: “When life calls, answer it.”

Key marketing lessons
• Put the user before the product: Apple reinforces trust by promoting mindful use rather than constant engagement.
• Subtract to stand out: A campaign about “turning off” instantly cuts through a category focused on more features, more usage, more everything.
• Emotion over utility: The ad connects with universal moments where presence matters more than performance.
• Human-first positioning: Apple frames technology as a tool to support life, not dominate it, strengthening long-term brand affinity.
• Purpose that feels lived-in: Digital wellbeing isn’t treated as a trend but as a natural extension of Apple’s design philosophy—simplicity, clarity and focus.

If you want the next lesson to come from a Spanish brand, a challenger brand or a high-fashion label, just tell me.

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Weekly Tip

Use Structure to Guide Emotion

How you arrange your ideas can shape how your audience feels while reading.

• Start with tension, curiosity, or a problem
• Move into clarity or insight
• Finish with relief or a satisfying conclusion

A well-structured flow turns simple content into an emotional journey.

Weekly Challenge

Value-First Caption

This week, lead with usefulness instead of storytelling:

• Choose one post and start the caption with the most valuable insight immediately
• Skip introductions, context, and warm-up lines
• Keep the rest of the caption brief and practical
• Track whether starting with pure value boosts saves or shares

Putting value upfront helps your content land faster and stand out in crowded feeds.

Submissions + Feedback

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