“You Wouldn’t... Unless You Were You”

Introduction

Welcome to another exciting week!

Table of Contents

• Best Ad of the Week

• Latest Trends and News

• Weekly Tip

• Weekly Challenge

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Best Ad of the Week

Nike – “You Wouldn’t” (2025 Global Campaign)

Nike’s “You Wouldn’t” challenges complacency by reframing the excuses people make for not moving. The spot opens with a narrator listing everyday rationalizations—“You wouldn’t wake up early for no reason. You wouldn’t run in the rain. You wouldn’t do one more rep when nobody’s watching.” The film cuts to real athletes doing exactly that. The final line lands hard: “You wouldn’t… unless you were you.”

Key marketing lessons
• Challenge the audience respectfully: By confronting self-doubt head-on, Nike motivates without shaming—transforming defiance into empowerment.
• Reverse psychology as engagement: The repetition of “You wouldn’t” builds rhythm and intrigue, pulling viewers into a mental argument with themselves.
• Humanize motivation: The ad focuses on quiet, unglamorous moments—proof that discipline, not drama, defines greatness.
• Universal insight, personal delivery: Everyone recognizes the feeling of not wanting to start; Nike simply reframes that friction as identity.
• Minimal branding, maximum conviction: The Swoosh appears only once, at the end, because the message is the brand.

Takeaway:
Nike shows that motivation doesn’t always roar—it questions. When a campaign makes the audience answer internally, it stops being advertising and starts becoming reflection.

Latest Trends and News

Google Launches “Ad Transparency Center” Updates
Google has revamped its Ad Transparency Center, giving users detailed insights into why they’re seeing specific ads and which AI tools were used to create them. For marketers, this means greater scrutiny—but also a chance to showcase ethical, transparent advertising practices.

Adidas Partners with TikTok for Interactive Live Shopping
Adidas has teamed up with TikTok to host weekly live-shopping events where creators showcase and sell products in real time. The format merges entertainment and retail, marking TikTok’s strongest push yet into European e-commerce.

Unilever Pilots Sustainable Packaging Exchange Program
Unilever has launched a Return & Reward initiative in select European cities, letting customers return used packaging through smart vending machines for discounts. The program aims to link sustainability with loyalty marketing, turning recycling into a branded experience.

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Weekly Tip

Make Your Content Scannable

Most people skim before they read. Formatting for scanners helps your message land faster.

• Use short paragraphs and clear subheadings
• Bold or separate key phrases that carry meaning
• Structure ideas so value is visible at a glance

Scannable content earns attention first—then earns the read.

Weekly Challenge

Call-to-Save Challenge

This week, focus on creating content people want to keep:

• Craft three posts that act as practical resources—checklists, templates, or quick frameworks
• Add a clear call to action in the caption like “Save this for later”
• Post them on different days and compare save counts to your usual posts
• Note which type of resource drives the most long-term engagement

Encouraging saves builds evergreen visibility and positions you as a go-to reference.

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.