Every Sunday, during my morning cafecito (or yerba mate), 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: New York State of Mind
The Knicks won their first NBA championship in 53 years yesterday. Nike dropped a film before the confetti hit the floor.
A kid in a Jalen Brunson jersey runs through New York. Billy Joel plays. The city exhales. That's it. That's the whole ad. Directed by Josh Safdie, a lifelong Knicks fan. He didn't need a brief. The best reactive ads aren't made fast. They're made by people who were born ready. 10/10
IDEA 2: The Perfect Match
Heinz and Heineken walked into a World Cup and said: what if we made a six-pack with five beers and one ketchup? And someone said yes. Not sure who.
The Match We've All Been Waiting For – 5+1. Made for watch parties. It's a pun dressed as a product. A collab that required zero explanation and generated maximum smiles. Sometimes the idea is so obvious it takes courage to actually do it. This is one of those made for social, and awards show.
IDEA 3: Fox One Birthday
Nobody asked for this. That's exactly why it works.
Fox One's World Cup ad is unhinged in the best way — passion, chaos, a timeless soundtrack, and actual snakes all over the set. Fun meets funny meets what-did-I-just-watch. It doesn't explain the product. It doesn't need to. It just commits — completely, irrationally, gloriously — to the bit.
The lesson: when the moment is big enough, don't play it safe. Go all in, all out, and let the crazy speak for itself. 10/10.
Seen work worth sharing?
Send it my way: [email protected]
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
