Written by: Vickie Sullivan  |  August 11, 2026

The Best Way to Get Attention? Shift the Spotlight

Getting attention isn’t getting any easier, so maybe it’s time to think outside the box. Adobe offers a great example of creative content marketing with the second season of The Marketers, a comedy series that promotes its products on YouTube. Brand Innovators explained the strategy behind the campaign in a recent article.

The competition for attention calls for creative approaches like Adobe’s comedy series. The article makes two good points about it that are worth considering:

• This format is great for answering concerns and questions. The dialogue allows for fuller explanations and emotional reactions, making it a creative alternative to all those explainer videos out there.

• The actors and plot get the attention. The series positions Adobe as a tool to be used rather than putting the brand center stage. By focusing on the story, the campaign is more likely to draw people in than standard benefit-driven posts.

This quote sums up the business case: “The answer wasn’t about making more engaging ads. It was about marketing-driven entertainment. Something additive. … Something that gives more than it takes. … That’s the shift we’re making: from content people tolerate to content that earns the attention it asks for.”

Keep in mind that creative content marketing doesn’t require a full production with professional actors to make it work. Start by asking yourself two questions: 1) What story can I tell that makes my ideas come to life? 2) How can I shift the spotlight away from me so the ideas get more attention?

Now Read This:

• A Different Way to Get Attention in Crowded Markets
• Brand and Message Strategy for Thought Leaders

This site uses Akismet to reduce spam. Learn how your comment data is processed.