When Nothing Happens

How Iberdrola turns unseen reliability into brand trust.

Author

Javier García
January 06, 2026 • 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

Iberdrola – “Before the Light Comes On” (2025 Spanish Campaign)

Iberdrola’s “Before the Light Comes On” focuses on something energy brands rarely show: everything that happens before electricity becomes invisible. The ad opens in darkness. Not dramatic darkness, just early morning. A city slowly waking up. Wind moving turbines at dawn. Engineers checking systems while most people still sleep. Only at the very end do we see lights turning on in homes, offices, cafés. The line closes the film: “Energy works best when you don’t think about it.”

Key marketing lessons

• Show the unseen work
By highlighting what happens before consumption, Iberdrola builds respect and trust without technical explanation.

• Reframe reliability as value
Energy isn’t positioned as innovation or disruption, but as continuity. Things work. Life flows.

• Calm tone builds credibility
No urgency, no warnings, no big promises. Just quiet competence.

• Infrastructure made human
People, not power plants, carry the story, making a complex category feel accessible.

• Local relevance, broad meaning
The Spanish settings ground the campaign, but the insight applies anywhere electricity is taken for granted.

A reminder that the strongest brands don’t need attention when things go right. They earn it by making sure nothing goes wrong.

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Weekly Tip

Write to Be Understood in One Pass

If your message needs rereading to make sense, it’s too heavy.

• Assume the reader is distracted
• Make the idea clear the first time through
• Remove sentences that require mental backtracking

Content that’s understood in one pass feels effortless. And effortless content gets read.

Weekly Challenge

Two-Sentence Value

This week, train clarity by limiting how much you say:

• Create one post where the entire message fits into two short sentences
• The first sentence states the problem or insight
• The second sentence delivers the solution or takeaway
• Pair it with a simple visual and no extra explanation

Track saves and comments to see if tighter messaging makes your content easier to consume and remember.

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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