Messaging is the art of framing an idea in a way that will stand out and be noticed, resonate with an audience, and stick in their minds in a way that shapes behaviour. One way to be distinctive is to say something unexpected or counterintuitive. Whereas most companies promote their products as being the best, IKEA ran a marketing campaign intentionally positioning itself as “proudly second best” – earning a coveted Film Gold Lion at Cannes 2023.

In this atypical campaign, IKEA departs from the conventional emphasis on product functionality, instead highlighting emotionally resonant moments of parenthood. Key products such as the ANTILOP Highchair, BOLMEN Step Stool, and the SMÅGÖRA cot are featured, showcasing babies and children engaging with their parents – not with the product.

The focus is on capturing meaningful experiences rather than just displaying products in use. By harnessing the power of narrative and emotion in its communication, IKEA...

Some of the best communication campaigns are those where the company creates and gives away something genuinely useful, and has the courage not to spoil it with commercial messaging. A great example popped up as an Instagram ad recently.

Onstar is the connected technology platform installed in newer General Motors vehicles, which among other things can connect a driver remotely to a human advisor to coordinate with emergency services in the event of a crash.

In this campaign, they partnered with a centre that uses art therapy to help people process and heal from trauma from road accidents. We hear the therapist talking about trauma, and we watch people who have been affected by crashes as they explore how creative expression can mend psychological wounds. It's nicely shot with a gentle touch.

The deeper message from Onstar is that their technology gives their customers peace of mind: that they will get help if they're involved in a crash. Beautifully though — that message is...