Advertising & Creative
What makes an ad work when nobody asked to see it. Reactions, craft, and the difference between clever and effective.
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The Best Water Company Doesn’t Talk About Water
The best water company in the world talks about water almost never. Liquid Death launched in 2019 selling canned water. By early 2026 it was valued at roughly…
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The Best Reactive Marketing Doesn’t Feel Like Marketing
Every “how did they tweet that so fast” moment gets studied as a speed problem, and almost never is one. Every year there’s a new moment like this,…
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The Best Ads Don’t Sell the Product. They Sell a Reaction.
Burger King baits McDonald’s. Audi baits BMW. None of it is an accident, and none of it is really about the product. Every few years, two brands get…