Netflix Launched a Cassette

This week, YOU, , are joining 1000+ people who’ll get this 10th edition with a new style.

I’m trying to turn this into a newsletter that’s more example-led with insights ranging from marketing and advertising to copywriting, messaging and positioning.

Let’s get going!👇🏻

P.S. Today’s edition will be short and sweet because its Diwali week here in India and I know everyone will be busy celebrating with their loved ones (including me)

Enjoy and have a very very happy Diwali ❤️

Hey! I'm back after missing a week. Last week, I was at a friend's wedding festivities on Saturday and that extended till Sunday morning.

Then I went for a breakfast on Sunday, Delhi style (Chole Bhature) and went into a food coma so bad that after waking up, the only thing that broke was my posting schedule.

So if you're new, allow me to reintroduce myself here:

Hello! I'm Kushagra, a creative strategist and copywriter who has been freelance for the last 4 years and I'm reinventing this newsletter one edition at a time.

This week, I am going freestyle, so instead of a single tip, let me dive deeper into what I found really interesting in the marketing and copy world…

Interesting Item #1

Netflix went from software to hardware.

Netflix made an actual cassette tape to do a Stranger Things recap. Not a video. Not a tweet. 

A CASSETTE TAPE.

That's pure nostalgia, done on purpose because it aligns with the theme of the show (based in the 80s)

Plus, it makes you feel so special. It's not a random recap. At this point, this cassette could very well be a collector's item.

And since it's recorded like an actual radio program from the 80s, you'd literally soak in the ST vibes while feeling like you're actually in Hawkins (the town from the show).

Interesting Item #2

Ikea's Halloween Campaign

One thing I love about IKEA is that they always work with extremely strong insights. You can look at this creative and go, "That's me. That's what I do."

And that's the whole point.

Subconsciously, IKEA is presenting itself as the hero product provider you need for a Halloween movie night marathon.

They could've easily gone with a haunted house trope or creepy decor but they chose to keep it simple.

And that's why it's brilliant.

Interesting Item #3

Spotify's car concert ad

Such a simple line but I love it because it uses cognitive reframing. 

It takes the concept of a boring commute and turns it into something more entertaining.

Like a concert with seat belts.

If you're in doubt about ideation, just think from this principle:

How can my product make a mundane thing feel cooler?

Interesting Item #4

The Economist’s spec ad in an AI world.

Everyone's using ChatGPT, but you still chat GDP. 

That's why you're in the top 1%. That's why you still read The Economist.

When you're pre AI intelligent, you don't have to try hard.

Just like this ad.

Interesting Item #5

Vibrator ad that hits the sweet spot 🤣

This is hands down my favourite ad for any sexual product ever.

Why? A couple of things...

1. Insight (name screaming when aroused)

2. Humour (screaming your own name)

3. Bold (makes self-pleasure feel like self care, independence and autonomy)

Sex, masturbation, vibrator or anything taboo isn't even mentioned. And yet it hits you right in the feels.

Last week, I was reading this book called Hey Whipple Squeeze This (you should definitely read it if you're into advertising or marketing or writing) and it had a beautiful analogy about headlines...

In the sense that the best ones are like the thread on a firecracker. You light it up in the hope that at the end of it is a burst of a visual spectacle.

So think of a good headline like the thread on that firecracker.

It should start with something that makes you curious and end on a bang to give you that dopamine.

And while the ads I shared today all have some great lines, they wouldn't be great if it weren't for the solid insights that backed them.

So if you ever doubt your writing, good. Because you can be a lousy writer but if you research like a world-class expert, you'll be safe.

Research > writing, especially when copywriting.

That’s it for today!

What do you think about these ads and today’s newsletter?

Hit reply & let me know your thoughts, !

P.S. Don’t forget to tell me your favourite thing about this newsletter. I’m collecting responses to build the next thing in this space.

Cheers!

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