Image Courtesy: Youtube, DECIEM

Advertising: When The Ordinary Calls Out Beauty Trends – The Drum

A new ad from The Ordinary shows us all the over-hyped beauty trends and buzzwords that dominate the skincare industry, highlighting to the message that being ordinary means staying true to science.

• Kenapa Harus Peduli?
  • Culturally Spot On – While many brands are launching new product lines just to jump on the trend, The Ordinary takes a different route. It calls out the bias in the industry, almost like holding up a mirror to show how repetitive and exaggerated beauty marketing has become. At its core, The Ordinary stands for honesty over hype.

○ Relatable – For their target audience who are already aware of these beauty trends, the message hits close to home. People recognize the patterns, the buzzwords, and the overpromises, which makes the ad feel witty in a quiet, clever way.

○ Moving Forward – The Ordinary shows that sometimes the most powerful message comes from the audience’s own experience, highlighting their “relatable-ness” from their perspective. At the end of the day, The Ordinary reminds us that skincare is not about reinventing magic, but understanding what is already in the formula. 

Climate: It’s Still Raining in Indonesia – CNBC

Based on data from the Meteorology, Climatology, and Geophysics Agency (BMKG), Indonesia has officially entered the peak of its rainy season, which will last from November 2025 until February 2026.

• Kenapa Harus Peduli?
  • Affect Many Of Us – Don’t even start with the traffic. The rainy season changes everything from how people move to what they buy. It’s a signal that behavior shifts to match the weather. Honestly, who wants to go out and get stuck in traffic when you can just relax and order food on Gojek?

○ Opportunity for Brands? The BMKG report isn’t just weather data, its behavior data. It tells us when and how people might stay in or look for comfort. And while everyone is talking about mosquito season, maybe your brand can find another way to spin it, something that still feels relatable.

○ Moving Ahead – Maybe it’s not the rain afterall, it’s about what the rain makes people do, feel, and need. So, what role will you play when it’s pouring outside?

■ Do you show people that a movie night with your brand can bring the warmest kind of togetherness? Or that with you, a gloomy day can turn into a memorable one? Just a thought… #YouKnowWhatIMean

Image Courtesy: Youtube, Burberry

Advertising: When Burberry Gives Us a Glimpse of London – The Drum

Burberry’s latest campaign captures everyday British life in a cinematic way with “It’s Always Burberry Weather,” starring Olivia Colman.

• Kenapa Harus Peduli?
  • It Does Not Feel Like an Ad – We are simply watching everyday people in London go about their lives, walking, chatting, living, all while wearing Burberry, capturing the charm of real British life instead of selling a product.

○ Bringing Back the Legacy – By revisiting the spirit of founder Thomas Burberry, the campaign reconnects with its roots as a brand built for real weather and outdoor life. It feels like a love letter to London, reminding audiences of the protection, craftsmanship and British heritage the brand has always stood for.

○ Moving forward – With sales currently slowing down, this direction feels intentional. Burberry focuses on storytelling. It is a move to remind people that heritage, not headlines, sharing with us what keeps the brand timeless.

Kata Untuk Hari Ini:

Priming

• Is a psychology concept applied in marketing. It’s about preparing the consumer’s mind so they feel a certain way and perceive a brand or product more favorably. Think of it as a mental setup that subtly influences behavior without the consumer even realizing it.
  • E.g  IKEA shows cozy, fully set-up home interiors in its ads. This prepares viewers to feel comfort and warmth, making them more receptive to buying furniture.

Quotes of The day:

“It don’t mean a thing if it ain’t got that swing.” – Duke Elington

• It doesn’t matter how good something looks or how skilled you are if it doesn’t have the feeling, energy, or soul that makes it connect.
  • Semuanya tidak ada artinya jika tidak memiliki perasaan, energi, atau jiwa yang membuatnya menyentuh