Your ATTN Please || Monday, 24 February

In a shocking development, Netflix shows recently appeared on Apple TV’s watchlist.

Users took to social media, wondering if “hell had frozen over,” as Netflix has long been adament they don’t ever plan to aggregate their content on third-party platforms. Then, the Netflix shows disappeared again, with the platform admitting it was all a mistake. Whoops! Wonder who’s getting fired over that little mix-up…

- Charlotte, Editor ♡

WHAT’S HAPPENING IN MARKETING TODAY?

Netflix and Apple TV Collab By Accident, Nike X Skims & Charli XCX Goes Viral (again)

Netflix admits collaborating with Apple TV was a mistake.

Like, an actual technical mistake. Not just... a mistake in judgment. Recently, Netflix briefly joined the Apple TV library. This allowed users to add some Netflix originals to their watchlist in the Apple TV app, with these appearing as "continue watching" on the home screen.

But now it's all over (because it was never meant to happen in the first place). Netflix says they're absolutely committed to users engaging with their content via their independent app online. So don't expect to see them returning to Apple TV any time soon. Unless, of course, another technical issue arises.

Nike teams up with Kim Kardashian to create NikeSkims.

That's right. There's a new activewear brand in town. In a bid to target the girlies, Nike has launched NikeSkims. It's a smart move, seeing the women's activewear market was valued at 20.6B USD in 2022, and is forecasted to reach USD 145.6B USD by 2032. Yep, I'd want a piece of that pie, too (if I had any understanding of making sportswear, that is).

According to Nike, this partnership is part of the brand's plan to "disrupt the global fitness and activewear industry with best-in-class innovation in service of all women athletes." But can they make this fairly big claim come to reality? Honestly, I wouldn't be surprised. If anyone can "disrupt" women's activewear as we know it, it's Kim K and Nike. Check out the new NikeSkims right here.

Charlie XCX goes viral all over again with "party 4 u."

And she deserves it. Her 2020 track, "party 4 u" has gone viral thanks to a TikTok trend, seeing it debut at #80 on the US Spotify Viral 100 chart. Arguably the best song she's ever released (and it's me arguing this), the track has a type of anti-brat theme—something her producers have suggested.

Here's what Charlie had to say: "it’s crazy that this song is suddenly getting love in this kinda way. i know this song means so much to so many angels. she’s a cutie <3." And if you want to see my favourite TikTok video featuring the song, here ya go.

-Maggie, Copywriter

DEEP DIVE

Human-made is the New Hand-made. So, What Does This Mean for Brands?

For most of history, everything was handmade – as in, literally made by hand.

Then came industrialisation. Suddenly, the idea of "handmade" became a marker of quality, craftsmanship, and authenticity—something worth paying extra for. It gave it an air of superiority. Now, as AI rapidly infiltrates art, writing, design, and even decision-making, we’re seeing the emergence of a new distinction: human-made.

Why? Because when automation becomes the default, human effort becomes the luxury.

We don’t call a handwritten letter “handmade,” because writing by hand has never truly disappeared. But a bespoke leather bag? A hand-thrown ceramic mug? Oof. Those carry weight. Because they exist in contrast to mass production.

AI is doing to creativity what machines did to manufacturing—scaling it, automating it, and making it faster and cheaper. The more AI-generated content floods the market, the more "human-made" will be positioned as an intentional choice. It will become a marker of authenticity, effort, and even credibility.

Just as "organic," "artisanal," and "locally-sourced" became marketing gold, expect to see "human-made" become a selling point.

In fashion, we might see labels emphasising "designed by humans" rather than AI-generated patterns. In journalism, a “100% human-written” badge could signal trustworthiness. Even in entertainment, artists who proudly proclaim "no AI involved" may cultivate a following based on their authenticity alone.

This shift isn’t just about novelty—it’s about trust. People are already wary of deepfakes, AI-generated misinformation, and the uncanny valley of synthetic content. When everything online can be spun up in seconds by a machine, human effort starts to feel like a luxury.

AI can generate a novel. AI can compose music. But can AI create something with real emotional weight?

That’s the debate we’re heading into. Handmade objects have value not just because they’re unique, but because they carry a sense of the maker’s intent, flaws, and personal history. The same might be true for human-created content in a world oversaturated with algorithmic output.

Imagine a world where AI writes most of the books, scripts, and songs we consume. Would a novel written by a human carry more meaning? Would a painting created by a person feel more significant than one generated in milliseconds? If history is any indicator, the answer is absolutely.The more automated creativity becomes, the more we’ll seek out work that has an unmistakable human touch.

Of course, not everything needs to be human-made.

AI will continue to be an incredible tool, making creativity more accessible and efficient. But just as we romanticised "handmade" as a response to industrialisation, we’re likely to romanticise "human-made" in response to AI’s rise.

The question for brands, artists, and creators is how to position themselves right now. Will you embrace AI fully? Or will you leverage the emerging value of human effort? Because the more machines generate, the more valuable human creativity will feel.

-Sophie, Writer

TREND PLUG

Wow! What an Offer!

Ever seen or heard something so wrong, so in-your-face that emotions escape you?

You just don't have enough rage to deal with it, so you're reduced to shrugs and sarcasm? Fear not, because like most things in life, there's a TikTok sound for your situation. It all started when TikToker Shadai got quite the descriptive comment from a... let's say, "fan" (putting it VERY lightly)... which she responded to:

"Wow, what an offer! Let me sleep on it though", before snacking on a crêpe.

Whether you're dealing with a job offer that's waaaay below your standards or an invite to a foodless night out, Shadai's rebuttal makes for the perfect clapback to anyone who says something truly heinous.

How you can jump on this trend:

Use this sound, put the camera on yourself and start digging through your grievances. Lip sync with the audio and add text describing a time someone gave an offer, invite or opinion that made you stop and think "Mmm... hard pass".

A few ideas to get you started:

• "When the client asks for 50% off and freedom to call you after hours"

• "When the promotion is 2x the work for 10% more pay"

• "When your colleague with weird days off wants to get drinks on a Tuesday night"

-Devin, Copywriter

FOR THE GROUP CHAT

😂Yap’s funniest home videos: OUCH
❤How wholesome: She’s an emotional support cow 🥹
🎧Soooo tingly: Ice restock ASMR
🍝What you should make for dinner tonight: 5 ingredient dinner!

ASK THE EDITOR

Q - I want to get my small business on TikTok but haven't spent much time platform yet. Where do I start? -Steven

Hey Steven!

The best thing you can do is get on TikTok and play around. Every platform has its own culture, so it's a good idea to do some research to see how people behave on TikTok.

Spend some time scrolling and pay attention to what kind of content is performing well. Check out the comments to see what kinds of conversations users are having. Follow a bunch of people in your industry so you can see what they're doing. Pay attention to which of their posts get a lot of engagement and which ones flop.

That said, don't get stuck in analysis paralysis for too long! Once you've done a little homework, just start posting! It might take some time for your audience to find you, and that's ok. If you keep tweaking what you're doing based on the feedback you get, you'll eventually figure out what will work for you.

- Charlotte, Editor ♡

WHAT DO YA THINK?

PSST…PASS IT ON