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In light of recent events, I had to do it. 😏

Let's talk about making advertising great again—the right way. Because, honestly, isn't it time we reimagine this whole thing? No more yelling at people in ALL CAPS, no more pop-ups that make you forget what you were doing in the first place, and no more treating humans as nothing more than a "target audience" to be trapped. 2025 is upon us, people—we deserve better.

Here's my vision for the future of advertising, one that’s as hopeful as it is human, as innovative as it is empathetic.

First off, let’s make advertising about stories again. Not the kind that feel like they were cooked up in a boardroom, but the kind that makes someone stop, smile, or even shed a tear. We’re storytellers, not drill sergeants. Our job isn't to march customers to the nearest cash register; it’s to invite them into an experience they want to be part of. Imagine ads that feel less like an interruption and more like a beautiful aside—something you actually enjoy.

Second, let’s finally be done with vanity metrics. Likes, shares, impressions—all fine and dandy, but how about we focus on real impact? Let’s measure how many people we inspire, how much joy we bring, how many hearts we touch. What if our KPIs were less about click-through rates and more about a smile-per-view ratio? Call me a dreamer, but wouldn’t it be nice to measure advertising by how much it lifts people up instead of how effectively it followed them around the internet?

Third, let's embrace context. You know what's better than catching someone's attention? Catching someone's attention when they're in the mood. Let’s invest in context-driven creativity that understands people in their actual, messy, wonderful lives. No more blasting sneaker ads to people who just bought sneakers. It’s time we got a little smarter and a lot more considerate.

And speaking of consideration—let's make advertising personal again. Not "Hey [First Name], do you want these miracle masculine vitamins?" but real personalization—the kind where we understand what people value, what they need, and what they dream about. Advertising should speak to the individual, not the demographic. Less about the data we have and more about the trust they give us.

Lastly, let’s infuse our work with a sense of play again. Remember when advertising used to feel fun? When ads were something people talked about, not something they clicked "Skip" on? Let's bring that back—the spirit of wonder, of curiosity, of genuine connection. I’m talking about ads that make people laugh, that are a bit weird, that make people feel a little more human at the end of the day. The kind of stuff we’d want to share not because we have to, but because it made us feel something.

So here’s to the next chapter of advertising. To moving beyond the cookie-cutter, pun intended, to embracing empathy and creativity at scale, to not just telling better stories—but making people want to listen. Because it’s not just about making ads that people can’t ignore. It’s about making ads they won’t want to.

I believe we can, and even more than that, I think it's time we showed the world just how creative, bold, and human advertising can be—we the people, united by imagination. Let’s lead with empathy, innovate with courage, and make people smile along the way. Here’s to ads that spark curiosity, invite connection, and maybe even make the world a little brighter. Because if we do it right, advertising can be something we’re proud of—something worth celebrating.