Drama ads aren’t just for women.
That might be one of the dumbest assumptions in advertising right now.
Men will watch drama.
You just have to give them a reason to care.
And one of the easiest ways to get a man emotionally invested is to put him in a situation that hits his ego.
He feels himself getting weaker.
His hair is disappearing.
He can’t keep up with the younger guys anymore.
His wife doesn’t look at him the same way.
He’s embarrassed by something he would never admit out loud.
That’s your hook.
But the mistake is revealing the product immediately.
Let the story breathe.
Let the insecurity build.
Let the viewer wonder what happens next.
Then, at the end, reveal the bigger picture.
Because the story was never really about the product.
It was about confidence.
Identity.
His relationship.
Getting older.
Feeling like himself again.
That’s what makes drama so powerful.
Almost any product can become a prop inside a story that actually means something.
The product is the mechanism.
The story is the reason to watch.
And this is where watch time becomes a massive creative advantage.
If you can get someone to watch 30, 45, 60+ seconds instead of 2 seconds, you’re creating dramatically more opportunity for Meta to learn who is actually responding to your creative.
More watch time.
More engagement.
More shares.
More signals.
And potentially more efficient acquisition as the system finds people who respond to that type of content.
That’s the part people miss.
The goal isn’t just to make an ad people click.
The goal is to make an ad people watch, finish, and send to someone else.
Because when the story earns the attention, you get something traditional UGC rarely gives you:
Time.
And time is one of the most valuable things you can get in advertising.
You just can’t directly buy it…
People can just swipe right past your ad…
You have to convince the customer to give it to you.
The loudest voices stoking fears about AI dangers have made tremendous headway in the past two weeks. AI technology has not taken some unexpected, dangerous turn, but the hype around it — propelled by what appears to be a well orchestrated PR campaign — has drummed up considerable fear. I worry that it represents a setback for our field.
I have written frequently that fears of AI are overhyped. AI’s capabilities can be uncannily human-like and unpredictable, and it’s rational to worry when people who are directly involved express concerns. But I see the problems as a sign of the engineering work that ahead, rather than insurmountable barriers or the sky falling. AI technology continues to advance — which is a good thing! — but technical advances, poorly understood by the public, give those who seek to generate hype repeated opportunities to do so.
First, I don’t see any step up in the risk of human extinction from AI compared to a few months ago. The theories about this remain the same fantastical, science fiction scenarios as a few months ago. The biggest change in AI risk is its cybersecurity capabilities — a topic which we should take seriously — but this, too, will not lead to the end of the world.
The most notable recent event leading to increased fear was when an OpenAI team deployed an agent swarm that hacked into Hugging Face. Much of the popular press contained significant hype. For example, some publications reported that a swarm of 1,200 agents carried out the attack. While this was technically accurate, as I write this, I have about 1,300 processes running on my laptop. Yes, the ability to get large swarms of agents to work in parallel on a task is a significant technical advance, And, in computing, many processes run at the same time. So this shouldn’t be seen as some magical capability.
Additionally, OpenAI’s buggy sandboxing and monitoring processes were key to enabling this incident. Fixing these bugs and putting in place improved monitoring would be appropriate fixes, not pausing AI. There are many well known ways to attack software systems. The main advantage of AI agents is that they are relentless. They will tirelessly try many tactics — and have the patience to chain vulnerabilities together — that previously would have taken an infeasible amount of human effort. But in the long term, I believe the advantage will lie with defenders (because they have more information with which to identify bugs, which they can fix), but the cyber-threat landscape has changed significantly. There are still bottlenecks to identifying and exploiting a vulnerability. AI agents still have to try a lot of things to see what works, and taking these actions takes time and might be detected by defenders. This is why, even though it is now easy to obtain versions of leading open weight models that have had their guardrails removed or weakened, so they will not refuse to try to execute cyber attacks, the world has not ended.
I am also concerned about the anthropomorphization of AI in a lot of reporting, where LLMs and agents are unnecessarily treated as if they were people. If I wield a hammer, miss a nail, and accidentally dent the wall, it’s not the fault of the hammer. The problem lies in how I used the hammer. Similarly, if I prompt an agent and it hacks into someone else’s system, the responsibility lies with me, not the agent.
Of course, we want to build systems that are as safe and predictable as possible. (For example, an unsafe hammer would be one whose head randomly flies off under normal use.) Today’s agentic systems are not predictable, but I see no reason why, by applying sound engineering practices, we won’t be able to make them extremely safe to use. One new element in the forecasts of AI-enabled doom is AI companies disclaiming responsibility for their own products. “I didn’t do it; my out-of-control agent did!” There’s a balance to be struck between the responsibility of the tool maker and the tool user, but when something goes wrong, let’s hold the people building and/or using the hammer responsible, rather than the hammer. (By the way, if you’re worried about AI bioweapon risk, David Bellamy has a great post on why this, too, is overhyped. Briefly, the bottleneck in building a bioweapon is not intelligence, but lab work and manufacturing.)
Pausing AI progress will create much more harm than benefit. First, our adversaries will certainly not slow down. Second, engineering requires discovering problems empirically so we can fix them. If we pause AI by a decade, we will also delay finding and implementing safety engineering fixes by about the same duration.
Of course, the incentive to stoke fears — for regulatory capture, to garner attention, or to make one’s technology seem more powerful — remains the same as before. Disclaiming responsibility is a new one. Taking a hard technical look at the actual risks however, I see little factual basis for the degree of fear that’s been stoked up. We still have hard research and engineering work ahead to improve AI safety, but the beneficial applications continue to vastly outweigh the risks, and we should keep building.
[Original text (with links): https://t.co/jni2tWazAH ]