Hi friends,
This week’s issue is a celebration of simplicity that works. Four campaigns, one thing in common: strong insight, no overthinking, and a clean, effective execution.
No big words, no “phygital activations,” no 50-slide decks to explain the idea.
Just smart advertising that gets the job done.
Simple, sharp, and seriously good.
KitKat reminds us to put our phones down with a literal swap; Apple turns a real-life emergency into a quiet emotional punch; Tinder embraces the break-up with Ex Day, inviting people to burn the past; IKEA turns wobbly tables and loose tiles into style moves.
Have a good read.
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ADVERTISING
Flames of new opportunities: Tinder Redefines Breakups for Ex Day
In collaboration with GUT Mexico City, Tinder launched the "Burned Logo" campaign for Ex Day, inviting people to transform breakups into opportunities for new meaningful connections. The campaign utilizes Tinder's flame logo to symbolize passion and the possibility of starting anew. Through visual materials and prints, Tinder encourages users to let go of the past, celebrating the exploration of new relationships without fear of judgment.
ADVERTISING
Unplug and Snack: KitKat's hilarious call for a Phone Break
In an era dominated by smartphones, KitKat's classic "Have a Break" message is more relevant than ever with the launch of the "KitKat Phone Break" campaign. This playful initiative, developed by VML Czechia, encourages people to step away from their screens and indulge in a KitKat instead. Jake Barrow, CCO of VML Prague, emphasizes the humor in our screen-obsessed behavior, while research shows that taking a digital detox can significantly improve well-being. With the average person spending nearly four hours a day on their phones, KitKat aims to remind us of the joy of taking a proper break. Running throughout April 2025, the campaign will feature eye-catching outdoor advertisements, including billboards and subway stations.
FEATURED
A bunch of news from my network
- Gentilini and Al.ta Cucina ran the Milan Marathon… in their pajamas [source Simone Mascagni linkedIn]
- We Are Social teams up with Luca Ravenna to launch Ceres Lager [source Roberto Zepponi linkedIn]
- Barilla signs a multi-year global partnership with Formula 1 [source Ilaria Lodigiani linkedIn]
- Geopop hits the big screen with VULC – The Essence of a Bond, a documentary about Vesuvio, Campi Flegrei, Etna, and Stromboli [source Francesca D'Amico linkedIn]
NOBODY READS ADVERTISING
People read what interests them, and sometimes it’s NOT an Ad
Let's jump in something out of the bubble:
Streaming Binge: The best sci-fi movies of all time, ranked (by Timeout)
Ranked: The 50 best large employers to grow your career in the U.S.
Pills for geeks: Drones swirl together to recreate King Kong climbing the Empire State Building
Book Club: Craving More of ‘The White Lotus’? Read These Books Next
MARKETING
Mktg picks not to miss
- Sicily by Car and the art of “non-marketing” — brilliantly unpacked by
.- Trump is extending the deadline for a TikTok deal by another 75 days
- Visa offers Apple roughly $100 Million to Take Over Credit Card from Mastercard
- Aldi overtakes Asda as UK’s third biggest food and drinks retailer
ADVERTISING
Saved by technology: Apple Watch's heroic 'Rick's Rescue' Campaign
Apple's latest Australian campaign, "Rick's Rescue," highlights a dramatic real-life story showcasing the Apple Watch's life-saving capabilities. The campaign reenacts the harrowing experience of Byron Bay resident Rick Shearman, who found himself caught 1.6 kilometers offshore due to a dangerous rip current. In a desperate situation, Rick activated the Emergency SOS feature on his Apple Watch, leading to a swift helicopter rescue. The film includes the audio of his emergency call, emphasizing the importance of the Emergency SOS feature, which allows users to call for help when traditional communication methods fail. The campaign, created by TBWA\Media Arts Lab Sydney, will be launched across various broadcast and digital platforms.
ADVERTISING
IKEA's DIY Revolution: Transforming Flaws into Fabulous
IKEA is on a mission to redefine DIY with its new ad campaign, "DIY by IKEA," which offers creative and budget-friendly solutions for common household imperfections. Developed by VML UK, the campaign showcases IKEA's affordable products as stylish fixes for everyday mishaps and wear and tear. In a time of rising repair costs, the campaign presents a fresh perspective on home improvement through a series of striking before-and-after visuals, demonstrating how IKEA can turn household eyesores into chic features. Launching this week across multiple channels in the Middle East—including film, out-of-home, and print—the campaign aims to inspire creativity in home repairs without breaking the bank.
Thank you so much for reading this far—I truly appreciate it. Last week’s most-clicked link was:
Molto interessante, grazie :)