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: She stopped laughing
For more than 100 years, The Laughing Cow smiled. This week, she didn't.
Bel Brands launched thenotlaughingcow.com with two words and a flat expression: "We need to talk." Two films — a diner and a park — each one a quiet, unsettling scene where the cow is just... done. No explanation yet. No product reveal. Just a century-old mascot with a brand new mood and an internet full of people trying to figure out why.
This is mystery marketing done with real restraint. Most brands can't hold the reveal long enough for the audience to lean in. Bel Brands bet that one changed expression on a face people have known their whole lives would do the work — and they were right. The Not Laughing Cow is already more interesting than anything the Laughing Cow has done in years.
IDEA 2: The data center is leaving the building
On October 1, Google launches MVP — a fridge-sized satellite carrying four custom Tensor Processing Units into low Earth orbit aboard a SpaceX Falcon 9. It's the first test of Project Suncatcher, Google's moonshot to build scalable AI infrastructure in space.
The logic is elegant, space gets more solar energy than Earth, there's no heat-trapping atmosphere, and a constellation of interconnected satellites communicating via high-speed lasers could theoretically run AI workloads at a scale no terrestrial data center ever could. The first challenge isn't compute — it's cooling. In space, the only way to dissipate heat is infrared radiation. So Google is essentially trying to run a supercomputer in a vacuum with no fans.
If it works, the implications go beyond tech. The next frontier of AI infrastructure isn't a building. It's an orbit. Launch the data centers.
IDEA 3: LA SUPERBLOOM
LA28 just released the official Look of the Games for the 2028 Olympics and Paralympics — and they did it two years early, on purpose. The identity is called the Superbloom: 13 bloom patterns inspired by Southern California's legendary wildflower explosions, woven into an infinite loop. Four custom typefaces stacked and layered, drawn from LA street signage. Designed with Koto. Colors that feel like a Saturday in Echo Park.
The team studied 1984 — the last time LA hosted — and deliberately honored it while staking out something new. "Bold, optimistic, Californian, and unapologetically joyful." The early launch isn't just logistical. It's a signal: this identity is built to live in the world, not just at the venues. When a city's design system can bloom on a tote bag, a stadium banner, and a digital experience, the brief worked. 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
