A common cost-saving advertising practice of recycling footage from old commercials can lead to unforeseen creative disasters. In this case, CGI-ing a new conditioner product onto old hair footage resulted in a visual that was comically inappropriate and required a costly redo after a week of work.

A low Customer Acquisition Cost (CAC) might seem successful, but it could be hiding inefficient creative. Optimizing creative strategy could dramatically lower CAC further (e.g., from $39 to $16), unlocking greater profitability and scale, especially as you increase ad spend.

AI in creative doesn't have to dilute a brand. Coca-Cola's successful holiday ad used AI, but its high brand recall (83%) was driven by focusing on iconic assets like Santa. The AI execution was effective because it was largely invisible, proving the creative idea still drives the ad, not the tech.

Stop planning creative and media buys simultaneously. Instead, post creative organically first. Then, exclusively allocate media spend to amplify the content that has already demonstrated strong consumer engagement, forcing creative to be effective on its own merit before receiving paid support.

One-off creative hits are easy, but replicating them requires structure. Truly creative marketing integrates storytelling into a disciplined process involving data analysis (washups, SWAT), strategic planning, and commercial goals. This framework provides the guardrails needed to turn creative ideas into repeatable, impactful campaigns.

If your creative assets aren't culturally relevant, you're forced to overspend on media to achieve impact. Truly resonant content generates organic reach and makes paid amplification more efficient, a key argument for CFOs on the value of creative investment.

Larroudé won Brand of the Year with a campaign featuring a model and a muppet bought on Amazon. Competitor On Running later launched a similar campaign with Roger Federer and Elmo. This proves that a compelling creative concept can outperform a massive celebrity marketing budget.

Contrary to the belief that ads quickly wear out, strong creative often performs better with repeated exposure. This concept of "wear in" justifies patience, allowing a new campaign to build familiarity and emotional connection with the audience, as stories grow resonance over time.

Tushy's BFCM ad strategy involves three layers: 1) Keep top-performing evergreen ads running as-is to capture momentum. 2) Create simple offer-based variations of those winners using text overlays. 3) Launch a diverse portfolio of net-new concepts to achieve 'horizontal scale' and find new winners.