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The Weekly Rundown: The business of nostalgia

The Rundown

Jul 23, 2026

The Weekly Rundown: The business of nostalgia

Also: thirteen years of agencies copying the wrong half of the Oatly carton, what holds a global creative agency together when everything wants to fall apart, and Gap's biggest denim launch of the year being one girl on a bedroom floor.

Tom Mackay

Gap's biggest denim launch of the year is a girl sitting on a bedroom floor

Campaigns

Jul 22, 2026

Gap's biggest denim launch of the year is a girl sitting on a bedroom floor

After two years of viral dance ads, The Hailey Jean bets that Hailey Bieber doing nothing is worth more than eight dancers hitting a mark.

Jair Lucena

What holds a global creative agency together when everything wants to fall apart

Agency Life

Jul 22, 2026

What holds a global creative agency together when everything wants to fall apart

Two hundred slides in three days is impossible in one office and routine across four. Not because of the time zones — because of the person holding them together.

Aneley Bandelli

Oatly Playbook: how the back of a carton became the most valuable space in the aisle

Deep Dive

Jul 22, 2026

Oatly Playbook: how the back of a carton became the most valuable space in the aisle

Oatly had no media budget, so it printed the advertising on the box. Everyone remembers the wonky logo. The part that actually worked was the writing, and it's the only half nobody has managed to copy.

Tom Mackay

Culture

Jul 22, 2026

The business of nostalgia

Gen Z is paying luxury prices for discontinued technology, and every film the industry makes is one it already made. Nostalgia stopped being a feeling and became a business model.

Lucía Rivas Alfonzo

The Weekly Rundown: Clip it or forget bout It

The Rundown

Jul 16, 2026

The Weekly Rundown: Clip it or forget bout It

Also: the five-dollar hair tie Haaland turned into the last believable luxury, the lone-genius myth Daft Punk, Björk and Gaga quietly killed, and La Colombe swearing it's the coffee when it obviously isn't.

Tom Mackay

Inside the clipping economy: the industry turning 3 seconds into millions of views

Opinion

Jul 15, 2026

Inside the clipping economy: the industry turning 3 seconds into millions of views

The right fifteen seconds from a three-hour livestream beats anything a production budget could manufacture. That's the entire thesis of an industry most brands still don't know exists.

Jair Lucena

Must be the coffee. And guess what, it isn't.

Campaigns

Jul 8, 2026

Must be the coffee. And guess what, it isn't.

When brands stop casting characters and start telling the stories of real communities, advertising becomes culture.

Jair Lucena

Culture

Jul 8, 2026

Haaland and the last believable luxury

He's the story of this World Cup. So why can't anyone stop talking about his $5 hair tie?

Lucía Rivas Alfonzo

Archive

The Weekly Rundown: The business of nostalgia

Gap's biggest denim launch of the year is a girl sitting on a bedroom floor

What holds a global creative agency together when everything wants to fall apart

Oatly Playbook: how the back of a carton became the most valuable space in the aisle

The business of nostalgia

The Weekly Rundown: Clip it or forget bout It

Inside the clipping economy: the industry turning 3 seconds into millions of views

Must be the coffee. And guess what, it isn't.

Haaland and the last believable luxury

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