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Your ATTN Please || Friday, 3 October

Your ATTN Please || Friday, 3 October

October 03, 2025

BREAKING NEWS: AI something something Trump something something the world is ending…

…ok so, like, every headline you’ve seen for the last 2 years? Right. In case you’ve been in a coma (lucky), we’re currently living in a vortex where AI and politics news swallow every other narrative whole. These days, looking for creative inspo feels like staring into a pretty depressing black hole. The only way to escape? Zoom way IN. Zoom way OUT. Or sidestep the black hole altogether (yep, it’s possible).

- Charlotte Ellis, Editor ♡

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WHAT’S HAPPENING IN MARKETING TODAY?

Kodak starts selling film again, OpenAI launches app for AI-gen videos & ChatGPT releases personalised newsletters

Kodak is selling its own film again for the first time in a decade.

Is the earth healing? I think the earth is healing. Contradictory to how I may feel 99.9% of the time – this genuinely gives me a glimmer of hope. Kodak announced two new stocks of colour film on Wednesday and made the photography world wet their pants with excitement. “To help meet the growing demand for film, Kodak is excited to announce the launch of two color-negative films, KODACOLOR 100 and KODACOLOR 200, in 135 format rolls,” Kodak said in an Instagram post. If you’re a user of still film like me, you’ll know it’s become hard to buy and stupidly expensive. This is Kodak’s effort to “increase supply and help create greater stability in a market where prices have fluctuated.”

OpenAI’s new Sora app wants you to deepfake yourself for fun.

On Tuesday, OpenAI released an AI video app called Sora, which is powered by the company's latest video gen model Sora 2. Stay with me now. The platform revolves around a TikTok-esque FYP of user-generated clips. Interesting, no? The app requires an invite code to join, which takes you to an advisory page that reads: “You are about to enter a creative world of AI-generated content, some videos may depict people you recognize, but the actions and events shown are not real.”

Then the app takes you through the set up process, in which you have the option to create a digital likeness of yourself to use in videos… Yes, OpenAI is betting on us creating and sharing AI deepfakes as a form of entertainment, or “scrollable fun.” Yes, I can see this going horribly wrong.

ChatGPT’s new AI newsletter feed could be its key to advertising.

Pulse is the latest consumer-facing product from ChatGPT. It looks like a social media feed, but serves auto-generated content that can guide people planning their days, shopping trips, holidays etc, all predicted by ChatGPT based on users' interactions with the chat assistant. It’s also the first sign of potential ad space on the AI platform.

And despite Pulse not yet supporting ads, I can already see marketers getting h*rny for it. “It’s very, very natural [for ads] to be integrated once ChatGPT knows the intent so well,” said Gilad Bechar, founder and CEO of digital agency Moburst. “This is the ideal way of integrating [ads].” Read more about it on the official blog post.

-Sophie Randell, Writer

Hey, do you like YAP?

If so, why not share it with a friend? The more we grow this thing, the more resources we can put into making it awesome for you. Even if every subscriber invites just 1 person to YAP, we’ll meet our growth goal for 2025. So, you in?

DEEP DIVE

Honey, I shrunk the headlines!

Every day I hop on my silly little computer to do my silly little research for my silly little articles and try and figure out wtf is going on in the world of marketing and social media.

And (recently) every day I see the same sh*t.

AI ate a new industry, the government is using social media for evil, the politics of AI, the AI of politics. That’s cool, thank you. But can someone please throw me a bone that’s not about Chatbots or Congress?

I don’t want to sound whingey and I’m aware sometimes I probably do so I promise to offer a balm here, but it’s EXHAUSTING. And not because AI and politics aren’t important - clearly, they are - but because they have swallowed the entire conversation.

If you spend your days in marketing, social media, or digital culture, I’m sure you’re not unfamiliar with the feeling of opening a tab, reading five headlines, and realising they all sound like rewrites of each other.

Déjà vu, but make it daily.

When everything starts to sound and look the same, it's increasingly hard to find a fresh angle, or even have the energy to look for one. At least, that’s my experience as of late. So if you are, too, feeling stuck, let’s unstick, together, preferably holding hands because – you know – the horrors.

AI and politics are what I’d call big-eating narratives.

They don’t trend; they devour. Once they’re in the spotlight, they push out everything else, flattening nuance and stealing attention. This makes sense, given they’re hugely important narratives in our current dystopia-esque timeline. But what happens is news cycles and publications become rinse and repeat. Everything kind of ironically feels like a bot wrote it. Even memes start to feel all too repetitive – and that’s like, their whole thing.

For people trying to write, research, or create in this space, it can feel like showing up to a party where everyone is wearing basically the same outfit and expecting you to be impressed (good luck, babe.)

So, this is where I grab your hand and say, “come with me, let’s try another door.”

The fatigue itself is a clue.

When everyone’s hammering away at the same two topics, the stories worth telling are the ones hiding in the shadows. The cracks. The overlooked details. The weird micro-trends nobody’s covered yet because everyone’s too busy debating whether Midjourney is going to put illustrators out of business (spoiler: it’s complicated, but illustrators are still here).

In other words, the fact that the conversation feels narrow means your opportunity is outside of it.

You have to break out of the freaking loop. Here’s how I attempt doing so.

Zoom in. Instead of the grand sweeping “AI and creativity” thinkpiece, look at what’s happening in one tiny corner. How are Etsy sellers gaming AI for cursed crochet patterns? How are Roblox kids building worlds that mirror their school cafeterias? The smaller you go, the fresher it feels.
Zoom out. Sometimes the trick is to go meta. Is “AI fatigue” actually just part of a bigger cultural burnout with optimisation? Are political bans on platforms really about tech, or are they about governments scrambling to control attention economies they don’t understand? Zooming out gives you perspective, and often, more interesting questions.
Go sideways. This is my personal favourite. My boss always says “when they zig, we zag.” So, if AI and politics are hogging the stage, go peek at the sideshow. Forums are quietly making a comeback. Tumblr just refuses to die and is, frankly, thriving in its stubborn weirdness. Even niche newsletters (hello) and zines are building little worlds away from the noise. Sometimes the most refreshing story is simply, “here’s what’s happening where nobody’s looking.”

If you’re feeling drained, here’s the good news: you’re not lazy, uninspired, or falling behind.

The bad news? We’re living through a moment where the conversation has indeed, been hijacked. The best thing you can do isn’t to join the shouting match, but to tune your ear to the whispers.

In my experience, that’s where the fun stuff lives. Rarely in the headlines that get rehashed 40 odd times, but in the scrappy, strange, very human corners of the internet that haven’t been flattened into “content.”

So let the AI-politics headlines scroll on past. Let someone else have the hot take about whether generative video will replace commercials.

Instead, go have fun digging in the cracks.

-Sophie Randell, Writer

TREND PLUG

“I give 0 f*cks”

I mean, there's nothing better than outright saying what you mean with your whole chest.

This sound is just a man dragging out the words “And she… gave… no fcks. Not… even… one," over Disney’s castle intro theme. It’s dramatic, sarcastic, and sets up the perfect punchline: you did something and couldn’t care less about the fallout.

It works because it’s simple, direct, and the contrast between serious delivery and the ridiculous “not caring” moment makes it funny every time.

How you can jump on the trend:

The best play is to lip-sync the line or drop text over a clip that shows your version of not giving a single f*ck. Keep it casual, keep it confident.

A few ideas to get you started:

"Me after publishing without waiting for a single round of approvals"
“When the client says ‘make the logo bigger’ and I bump it up by 1 pixel”
“When someone asks about my Q3 report and I haven’t opened Excel in 2 weeks”

-Nico Mendoza, Intern

FOR THE GROUP CHAT

😂 Yap’s funniest home videos: When September Ends (jumpscare?)
❤How wholesome: Always kiss your mom goodbye
😊Soooo satisfying: Like a hot knife through butter
🍝What you should make for dinner tonight: Mongolian Beef (under 30 minutes)

ASK THE EDITOR

I run a luxury clothing brand targeting mature women. What should I be doing on social media? -Kim

Hey Kim,

The most important thing for you to figure out is the human truth you want to convey to your audience. This needs to be something they can understand and relate to instantly. For example, it might be that everyone wants to feel confident, valuable, and still relevant as they get older. Once you figure out your human truth, your content should show how your brand intersects with this universal desire your audience has.

It will likely take a good bit of trial and error to figure out how to convey this in your content. But if you can crack it, you'll be onto a content series that builds real connection with your audience.