Advertising shifts nobody is talking about
Reem Al Jishi
Short-form video, real people and slower brands: the advertising shifts we watched closely.
Behind the headlines, a few quieter shifts changed how campaigns were made.
Real people over polish
Campaigns shot on phones with real customers often outperformed expensive studio work.
Fewer, longer campaigns
Brands ran one idea for a whole year instead of launching something new every month.
Local first
The most shared work spoke a local dialect and showed familiar streets, not generic cities.