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: Nobody’s gonna know
FIFA's "clean venue" policy required all 16 World Cup host stadiums to cover non-sponsor branding. Eleven NFL stadiums complied quietly. Levi's Stadium in Santa Clara did something different.
Instead of generic banners, they draped a white tarp over their logo — cut and stretched into the exact shape of their iconic batwing silhouette. The logo was technically gone. It was also unmistakably there. They posted a video on Instagram with "Nobody's Gonna Know" audio and the caption: "Welcoming the world to the beautiful [redacted] stadium!" 35.7 million views. 700,000 likes in under 24 hours.
The lesson: strong brands don't need their name to be recognized. Sometimes the constraint is the campaign. 10/10.
IDEA 2: Instagzam hahahaha
Instagram changed its wordmark for the first time in a decade. The new logo — a bolder, smoother script — was described by Instagram head Adam Mosseri as "sharper and more modern." Instagram's director of product design called it "bolder and simpler with touches of unexpectedness."
The internet called it Instagzam. And honestly, Instagzam is now attached to Instagram in a way no press release could buy. A rebrand that generates a nickname that travels further than the announcement itself is, accidentally, brilliant. Instagram didn't fix a logo. They accidentally made their name interesting again.
The real lesson — buried in all the hot takes — is that ambiguity is only affordable when you're already famous enough to absorb it. Instagram can carry a letter people argue about. Most brands can't. 9/10.
IDEA 3: An AI ad that mocks AI ads
Claude's Super Bowl LX campaign — "A Time and a Place" — opened with a simple, uncomfortable question: does advertising belong everywhere? The answer came in four darkly comedic films showing what happens when an AI gives sponsored answers to deeply human questions. "How do I communicate with my mom?" interrupted by a mid-conversation ad. Wrong in a way that lands instantly.
Mother London made it. Jeff Low directed it. It aired to 120 million viewers. It won the Cannes Lions Film Grand Prix. It won the Super Clio. It won Ad Age's Best B2B Campaign. And it prompted OpenAI CEO Sam Altman to publicly call it "dystopian and bad sci-fi" — which was, inadvertently, the best review it could have gotten.
The product won before the brand team ever cut a check. When Anthropic finally did advertise, they advertised the thing they already believed. That order matters. 10/10.
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
