The best ad I’ve seen this year didn’t look like an ad.
I’ve been running a social media agency for fifteen years. I’ve sat in hundreds of briefings. Reviewed thousands of pieces of creative. Watched brands spend serious money on beautiful, polished, strategically sound content that the internet completely ignored.
And I’ve watched scrappy, slightly rough, phone-filmed videos stop people mid-scroll and drive more business than a campaign that took three months to produce.
After fifteen years, I’ve stopped being surprised by this. Because the pattern is too consistent to be accidental.