In today’s digital landscape, brands seem obsessed with chasing the next viral video. This constant pursuit often produces campaigns that are visually cluttered and creatively shallow. The focus on flashy content results in an overwhelming barrage of video adverts, with messages blending into an endless scroll of sameness. Yet true memorability isn’t just what appears on the screen; it’s the impression that lingers when the screen goes dark.
Many iconic campaigns endure not only for their visuals but for their sound. McDonald’s and Netflix, for example, became cultural icons through their distinctive audio branding. A recent case is British airline Jet2, whose campaign went viral not for its imagery but for a striking voiceover that took on a life of its own. Users turned it into memes, other brands joined in, and Jet2 amplified the moment with creator content and sweepstakes.
Brand campaigns should aim to be memorable, not necessarily viral in all aspects. Let the audience have a say in what becomes trending. So, consider this: Virality isn’t mainly visual. It’s emotional, multi-sensory and often accidental. How does your brand sound? And will your message resonate even when the visuals are gone?
GAME CHANGER
Lovin’ It Virtually
McDonald’s and Snapchat have teamed up to turn over 14,000 U.S. locations into AR-powered “McDonaldLand” experiences. Visitors can participate in themed mini-games, a 3D map lens, and unlock collectable postcards that tell hidden stories through Snapchat’s camera. Combining nostalgia with state-of-the-art technology, the campaign uses immersive storytelling to reintroduce the fast food chain to a digitally savvy generation.
BREAKING THE NET
The Showgirl Has Entered the Chat
Taylor Swift launched her 12th studio album, The Life of a Showgirl, with a surprise announcement on the New Heights podcast, drawing record-breaking viewership. A synchronised orange-themed campaign, spanning Spotify, global landmarks, and fan-led Easter eggs, which turned the drop into a cultural moment. The rollout proves Swift’s mastery of multi-platform storytelling and her continued influence across entertainment, media, and brand ecosystems.
#NOT
High Fashion, Low Disclosure
Vogue recently drew criticism for featuring an undisclosed AI-generated model in a recent Guess ad, the first instance of its kind in the magazine. Critics argued the imagery risked deepening body image issues, especially among vulnerable viewers. While editors clarified that the model was part of the advertiser’s brief, the backlash underscores the need for transparency and ethical foresight in AI-generated visual content across fashion and media platforms.
