The Crazy Brief.
Every Thursday: 2–3 campaign breakdowns that will change how you think about marketing. One classic. One recent. One wild card.
22,143 marketers, founders, and brand builders already reading.
What's in every issue
One Classic Breakdown
A deep-dive into a campaign from marketing history — the strategy decoded, the mechanics explained.
One Recent Campaign
Something that happened in the last year or two, while it's still relevant and still being talked about.
One Wild Card
The weird one. The one nobody saw coming. Could be obscure, could be local, could be from 1987.
'Steal This Idea' Section
Every issue ends with a tactic translated from the campaign's core mechanic into something you can use this week.
Issue Archive
Past Issues
The Space Jump, The Moldy Burger, and The $5 Nothing
This week: Red Bull Stratos decoded, why rotting food was Burger King's smartest move, and how Cards Against Humanity made $71K selling nothing on Black Friday.
Wendy's Roasts, Van Damme's Splits, and the Ice Bucket Anatomy
How Wendy's turned social media snark into a $0 media strategy, the cognitive dissonance that made Volvo's epic split work, and a full dissection of the ALS Ice Bucket viral loop.
Dove's Sketches, Dollar Shave's $4,500 Bet, and IKEA's Pregnancy Test
The forensic artist experiment that made Dove's Real Beauty real, a line-by-line breakdown of DSC's launch video, and the print ad that required you to urinate on it to see the price.
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