Let Them Take Risks

Is it time to put our trust in Creatives again?

Think back to the last ad, campaign or content that truly stuck with you.

Chances are, it wasn't a run-of-the-mill marketable benefits showcase, but something that dared to be different. That risked being misunderstood. Take, for instance, the latest Apple iPhone 16 Pro ads. A cinematic break from the reams of generic word salad content we’re firehosed with, these mesmerising moments stand out for the fact that we don’t immediately grasp the ads objective, we watch the scene unravel, trying to understand what in the slo-mo it is that we’re watching.

Attention grabbed.