People care deeply about our work

There’s a phrase you hear on occasion, that: “people don’t care about advertising.”

But the truth is, they do. People love it when it’s done well. They dislike it when it misses the mark. But what they don’t do is ignore it.

The recent American Eagle campaign is a perfect example. What should have been a straightforward fashion ad sparked weeks of conversation, commentary, and debate online. Whether you liked it, rolled your eyes at it, or defended it - the point is, people noticed. And noticing is the first step to relevance. Same with Cracker Barrel's logo refresh, then revert.

Ignore any of the political stuff, that's a sideshow, the takeaway for any advertiser is simple, and optimistic: people are deeply passionate about brands, logos, advertising - all of the things we work on. That is what matters for us here. Isn't that encouraging? They'll spend hours of their life talking about our work online. People very much care.

"Telos" is an Ancient Greek word that means "end," "goal," or "purpose." And the telos of marketing isn’t to be invisible, or safe. It’s to spark conversation, create cultural resonance, and ultimately, drive growth. Some of the most iconic campaigns in history did exactly that: Coke’s “I’d Like to Buy the World a Coke,” Nike’s “Just Do It,” Volkswagen’s Beetle ads. They stood out. They made people feel something. And they got people talking.

Out-of-home advertising is uniquely positioned for this kind of impact. OOH campaigns don’t get scrolled past, they are part of the cultural landscape. They’re noticed, remembered, and shared. In an age where attention is fragmented, OOH has the power to bring focus back to brands in ways that cut through the noise.

The takeaway is simple: people do care about ads and marketing. They notice it. They talk about it. And for brands willing to lean into bold creative, that attention is a massive opportunity.