Every Sunday, during my complicated dose of caffeinated beverage, I'll share three powerful ideas transforming culture. Some ideas will be ads or about advertising. Some may be about design or fashion. Others will be about art, illustration, animation, motion, audio, cinema, books, or any other big idea worth sharing and discussing. You get the idea.
IDEA 1: ASMR Lake Como
AMSR is the new demo. BMW just made an ASMR film at Lake Como. Four minutes of door handles, engine notes, water reflections, and leather, no voiceover, no spec list, no call to action. Just the pure sound of a machine designed to be experienced, not explained.
This is the right brief for a car that costs what a BMW 7 costs. At this price point, the buyer already knows the numbers. What they're buying is feeling and BMW had the restraint to make that the entire film. In an era of over-explained advertising, silence & sound are a power move.
IDEA 2: Clear Fountain
France made a sitcom to announce their WC squad. The video is styled like a fictional American TV show set in "Clear Fountain" a playful anglicization of Clairefontaine, France's legendary training center — where Les Bleus navigate diners, BBQ culture, and U.S. traffic jams ahead of the World Cup. Mbappé, Dembélé, Olise. All 26 players revealed inside a narrative. Everyone has a role to play.
It's also Didier Deschamps' last dance, 13 years, two finals, one trophy, and now this: a squad announcement that feels like a season premiere. France understood that the reveal is the first piece of content in a tournament-long story. They didn't announce a team. They opened an arc.
IDEA 3: Shot on iPhone + MLS
Apple and MLS made history on May 23: the first major professional live sports broadcast captured entirely on iPhone. 15 iPhone 17 Pro Max units, positioned across Dignity Health Sports Park in Carson, California. LA Galaxy vs. Houston Dynamo. Live on Apple TV.
Then the asterisk arrived. Behind-the-scenes footage revealed some of those iPhones were mounted on a $265,000 Fujinon broadcast lens. The internet cried foul. But here's the more interesting read: the fact that an iPhone can operate as the camera head inside a professional broadcast ecosystem outputting ProRes over HDMI, color-matching to industry standards, fitting in places a traditional broadcast camera never could, that's the actual story. The debate over "how much was really iPhone" missed the point entirely. The format shifted. The phone is now a legitimate broadcast tool. That's not marketing. That's what’s next.
Seen work worth sharing?
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From Antes de que llegue el Brief (ADQLEB) Podcast
On the latest episode, I sat down with Gabriel René Rodríguez Rovira — Director of Digital & Technology at De La Cruz / Ogilvy. We talked about 20 years building at the intersection of creativity, strategy and tech, the projects that put Puerto Rico's tourism on the digital map, and why the traditional agency model is broken.
Link below if you want to listen while you scroll.
→ adqleb.com/gabrielrene
Brought to you weekly by the team at Idealista Agency
