In this issue of Sunday Strategy, we look at six stories to think about next week, including: Trend Report Season, Self-Improvement Comes Early, Black Friday Shows Up, AI Audio Marketplaces, Die Hard’s Status as a Christmas Movie and Platform Growth in the Age of Streamflation.
In addition, we have ads from: McDonald’s, Sandisk, Apple, Chevrolet and Publix.
// Stories of the Week:
1.) Trend Report Season Arrives.
The end of the year approaches and with it comes the deluge of trend reports for 2026. The dream team of Iolanda Carvalho, Ci En L., Gonzalo Gregori and Amy Daroukakis have released their annual, and constantly expanding, folder of trend reports for the year. While recent years have seen people ask if trend forecasting as it exists is still relevant, it still gives us an opportunity to see how different parts of the industry see the world. With entries from agencies, media owners, researchers and brands across an array of categories, it will provide some intellectual fodder for the year ahead.
2.) When Self-Improvement Comes Early.
The dynamic of December indulgence and January penance may have shifted, as social media discussion around ‘Locking In’ and ‘Winter Arcs’ sees self-improvement take a page from the holidays themselves and show up earlier this year. Amongst worries about the year that’s been and the year that’s about to arrive, more people are building a self-improvement plan now, but what does it mean for the holidays if you’ve swapped celebrations for self development?
As an increasing amount of people shift away from alcohol, stoicism and self-help spread across social media and gym-flucencers become lifestyle influencers, are we poised to see a healthier holiday season? For brands, such as Gym Shark’s piece below that talks about the ‘Winter Arc’, there may be an opportunity to balance or even swap, hedonism for health this holiday amongst a growing audience. However, do we risk burning out when everything is about optimisation? Is a holiday break from the grind not just needed, but what gives us the ability to progress through 2026?
3.) Black Friday’s AI Shift.
Despite Black Friday sales starting earlier than ever and consumer intentions to spend looking weak, post Thanksgiving holiday revenue looks to have grown – with Black Friday revenue topping 11.8 bn (a 9.1% increase YoY) according to Adobe Analytics. However, beyond the revenue numbers amongst economic worry, the role of AI in commerce has become a prominent secondary discussion. Adobe estimates that AI driven traffic to retailer sites increased by 805% versus 2024, with those who came from AI assistants estimated to be 38% more likely to buy. With ChatGPT, Gemini and others scouring the internet to help shoppers find the best deals, AI assistants are rapidly changing how we shop – even on the busiest of days. However, as AI enables greater personalization and dynamic pricing, are we poised to see this year’s Black Friday supporter become one of its biggest long term threats?
4.) The AI Audio Marketplace.
AI audio platforms are rapidly entering a new age as voice marketplaces. As Warner Music Group drops a lawsuit and announces a partnership with AI music platform Suno, artists and celebrities are increasingly offering access to their voices with an attempt to maintain some control. Warner will let users create AI-generated music on Suno using the voices, names and likeness of artists who opt-in to the programme – which could include artists from Dua Lipa to Ed Sheeran.
Similar to ElevenLabs recently announced ‘Iconic Voices’ marketplace, which allows use of cloned celebrity voices like Michael Caine, Art Garfunkel and Judy Garland (with approval), AI audio is increasingly trying to strike an equilibrium between control and use – with the growing success of AI music adding pressure.
5.) So Die-Hard Isn’t a Christmas Movie?
A new BBFC (British Board of Film Classification) shows that 44% of the UK do not believe that Die Hard is a Christmas film. It mirrors a 2023 YouGov study that found only 39% of Americans believed Die Hard was a festive film – with younger audiences most likely to believe it is (56% of US 18-29 say it is vs. 20% of 65+).
So what makes a Christmas movie? Well the BBFC found that the ‘perfect’ Christmas film had a heartwarming story (33%), family friendliness (15%) and humor (3%). More specifically, YouGov outlined that it had to ‘take place during the holiday season’ (89%), have a heartwarming tone (72%), have a Christmas music soundtrack (72%) and involve a Christmas tree (71%). With this detailed criteria, it’s no surprise that Edward Scissorhands (20%) and Gremlins (30%) are less likely to be considered a US Christmas movie than Die Hard. Perhaps, as Bruce Willis once put it, we should think of Die Hard as a ‘Bruce Willis movie’ and leave it at that.
// Chart of the Week: Growth in the Age of Streamflation
Despite streaming platforms increasing prices across the board, US consumers are still buying. As platforms like Disney+, Apple TV, Peacock and others have increased prices by over 100% in the last five years, and others introduce different tiers of experiences – subscriber numbers aren’t rethinking subscription behaviors. While sports rights and content creation costs have increased price points, US consumers still use 4.5 streaming services on average – creating nearly $40 per household in monthly revenue.
However, as Comcast, Paramount and Disney have only found consistent profitability from streaming in recent years, continued ‘streamflation’ may risk hitting a perilous tipping point for consumers.
// Ads You Might Have Missed:
1.) ‘Goodnight, See You For Breakfast’ – McDonalds:
Does the promise of a good breakfast make you go to bed earlier the night before? McDonald’s Taiwan’s latest breakfast campaign focuses on getting to sleep, adopting the classic ‘Goodnight Song’ (a cultural touchpoint played as TV channels sign off and stores close) with A-Lin and a choir to make an ad that is more dreamscape than McMuffin. Its surreal mixed media visuals, sleepy pacing and calm music lull viewers to sleep in a way that makes the brand’s 10:30am breakfast cut-off that much more manageable.
2.) ‘More, More, More’ – Sandisk:
When more and more is stored on the cloud, how can you keep offline storage relevant? Sandisk’s latest campaign for their ‘Extreme Portable SSD’ departs from the rational discussion of costs or security to create a campaign that feels as much internet culture as it does looking inside of a thumb drive. ‘More, More, More’ features three ads which illustrate SSD use cases from storing stunt videos and cat content to slides – each with an anti-design, brain rot tinged take.
The moment of clicking the drive in each ad, transports the viewer to a vibe that feels in line with the jumbled, personal mess that feels on brand for how most flash drives are realistically used. Instead of convincing consumers that their products are separate from the internet, Sandisk has taken a tone that makes them seem like an extension of it.
3.) ‘A Critter Carol’ – Apple:
Apple’s most recent holiday ad takes the brand out of the home and squarely amongst a set of woodland friends. ‘A Critter Carol’ features various woodland animal puppets recording a cover of Flight of the Conchords’ ‘Friends’ on a hiker’s dropped iPhone 17. The performance uses puppetry and practical effects to create a charming, Sesame Street, style number – while continuing the brand’s commitment to real world craft in the age of AI.
Following on from Apple TV idents which used glass over CGI, ‘A Critter Carol’ shows a charm in scruffy puppets that computers would struggle to replicate in its imperfectly perfect way. The balance shows an intriguing challenge, similar to AI platform’s recent love of retro art direction in their ads, of finding humanity amongst the technological.
4.) ‘Memory Lane’ – Chevrolet:
The ‘car as a vehicle through the events of our lives’ narrative isn’t new, either in wider advertising or even in this year’s batch of holiday ads. However, US automaker Chevrolet has committed to the bit with a focus and sentimentality few can match. ‘Memory Lane’ sees a couple driving their Chevrolet towards a holiday get together while reliving the firsts, conflicts and ultimately empty nests of life – with the car’s backseat as a prominent co-star for the family.
The 3 minute extended cut builds slowly, similar to a 2024 Volvo ad, but without the other’s massive reveal or twist at the end. In the absence of finding out someone had died (a classic in piano driven long form holiday storytelling), we instead get a cheery resolution in the form of arrival at one of the, now adult, child’s homes for the holidays. In its pacing and its resolution, Chevrolet shows an understanding of the holidays, family dynamics and the car’s supporter (over star) role in our lives.
5.) ‘Merry Birthday, From Publix’ – Publix:
Who says a Christmas ad has to love Christmas? US grocery retailer Publix has departed from their normal holiday fare with a Christmas ad that taps into the pain of having a holiday birthday. Research has shown those with a December birthday get 160 fewer gifts over a lifetime, but those with a birthday on Christmas Day experience even greater injustices. Publix’s ‘Merry Birthday, From Publix’, sees a girl suffer a childhood of Santa themed birthdays and limited attendees in a way that makes her long for a ‘dinosaur’ themed birthday instead. Santa inevitably comes through to deliver, with the help of Publix’s cake department, and puts a range of products on show beyond the normal holiday range.
*For more holiday ads, check out our list of over a thousand ads from around the world, spanning from 2025 back to the 80s.*
// Sunday Snippets
// Marketing & Advertising //
– Engineering company SKF launches ‘The Patent Bay’, a site encouraging the sharing of patents to inspire innovation [Technology]
– The UK government has launched its first drug driving campaign in ten years, asking Brits not to put ‘drugs in the driver’s seat’ [Ads]
– Dunkin’ is facing claims of ‘shrinkflation’ as a sign for employees, instructing them to use more ice goes viral [Food]
– Tinder talks online dating safety in their latest ‘Green Flags Only’ European campaign [Romance]
– LoveHolidays unveils a ‘holiday billboard’ featuring Rugby player Joe Marler ‘living’ in it for a week in East London [Travel]
– Kraft sells a limited edition ‘Mac Friday’ 65 inch television sized box of Mac & Cheese. [Food]
– Gatorade plans to release limited edition throwback glass bottles in concert with the launch of Stranger Things [Food]
– Cannabis brands are tapping more into the tradition of the Thanksgiving ‘Cousin Walk’ [Culture]
– Slack taps Mr. Beast to highlight how it can unlock productivity [Ads]
// Technology & Media //
– A new campaign in London takes aim at Meta’s gaps in customer service when an account is hacked [Social Media]
– Sky Sports and UK artist Slawn have collaborated on a football jersey that also gives a month of access to the service [Fashion]
– As YouTube drops their YouTube Music annual recap, Spotify teases the imminent arrival of Spotify Wrapped [Music]
– Following TikTok’s 5 hashtag limit, Instagram looks to have limited the number of hashtags to three per post [Social Media]
– Rethinking channel strategy towards cognitive moments and ‘modes’ [Media]
– CNBC offering an unexpected and unusual defense of ‘planned obsolescence’ [Technology]
// Life & Culture //
– A Brazilian beauty brand drops a new fragrance, Cheirosa 67, tapping into the internet’s 6-7 obsession [Fashion]
– Japanese clothing label ‘Wind and Sea’ have created a collection inspired by the Rolling Stones’ ‘Sticky Fingers’ album [Fashion]
– The Guardian segments the attitudes and demographics of the UK’s Reform Party Supporters [Politics]
– Cycling in the UK capital has increased 43% in the last 6 years, as a Covid biking boom has found long term growth [Transport]
– US charity Goodwill is getting a rebrand in response to economic concerns and second hand clothing growth [Charity]
– New research shows 81% of workers report getting the ‘Sunday Scaries’ before the work week, with remote / flexible workers reporting lower anxiety [Work]
// Until Next Sunday
As always, let me know what you think by email (dubose@newclassic.agency), website or on LinkedIn. You can also listen to an audio summary and discussion of each week’s newsletter on Spotify. We’re also on TikTok!
