Like magpies attracted to shiny things, humans are attracted to the new. This, as The Moon Unit examines, is a hardwired, evolutionary phenomenon that could save your life or help you sell deodorant, because emphasising new is one of the oldest tricks in the book.
Half of the battle, says The Moon Unit, is to attract attention, and breaking taboos can certainly do that. Whether it's admitting your product was terrible, bulldozing women's health barriers or alluding to defecating your pants, it'll get you noticed and possibly win you an award or two. But things don't always go to plan... especially if you're conjuring images of incest.
What categories might there be in the next century, and how will those messages be delivered? Will the Lions festival as we know it still exist and, crucially, will there still be rosé? The Moon Unit cracks out its crystal ball to investigate.
Politics is just the art of getting things done, but has come to mean so much more. The Moon Unit look at the push-and-pull of a commercial shoot, examining who's really in charge, the tricky question of tribes and the ultimate conundrum of how to foster good communication.
If there's one thing guaranteed to bore a consumer, argues The Moon Unit, it's relentless positivity, because the ebb and flow of emotions is what creates a connection. Clients don't always see that, but mixing negativity with something more positive is a proven path to success.
If authenticity in advertising means being true to your brand, and to your consumers, then should the industry be more in tune with what those consumers actually like? The Moon Unit explores the disconnect between industry professionals - be they in advertising, movies or art - and the audiences they serve.
When advertisers switched from concentrating on unique selling points to focussing on feelings, a monster was born. Manifesto ads with their earnest voiceovers, tinkly piano tracks and podium-like posturing have become client cat-nip. But, asks The Moon Unit, are they a force for good or actively evil?
You may think festive ads are all about expensive gifts, overfed families and gaudy decorations but, says The Moon Unit, there are hidden depths to these Christmas confections that tackle human concerns such as the fear of isolation, the desire for freedom and meaningfulness, and our fear of death.
As the industry continues its attempts to tackle the issue of diversity are some people already pushing against it, and is enough really being done to further the cause? The Moon Unit looks at the strides that have been made, examines the arguments some have against them, and asks whether our understanding of the word 'diversity' needs broadening.
Kicking off this month's sustainability and climate focus, The Moon Unit examines advertising's role in the climate emergency. How much responsibility should the industry take for the current situation, and how much effect can it have on what the future looks like?
It's so ubiquitous it's almost hidden in plain sight, but over last few years a certain design and animation style has dominated online imagery. How? Why? Relax, The Moon Unit investigates the pastel pervasiveness of Corporate Memphis.
Millennials are so last century; now is the time of the Gen Zers. But who are they and what do they want? The Moon Unit tracks what defines this new generation of consumers, examines their interests and explains why advertising needs to change if it has any hope of keeping their attention.