In recent years, brand communications have been engineered for the eye: scroll-stopping visuals, thumb-friendly formats, a world where attention is treated as a scarce commodity. The problem is that humans don’t actually live in a feed. We experience the world through smell, sound, touch and space. And we remember it through those cues, not just through what we see.
That’s why multi-sensory advertising is having a moment. It isn’t simply 'cool tech'; it’s a return to embodied attention – the kind you can’t easily mute, skip or shrink to a corner of your screen. We'll be expecting to update our best adverts of the 2020s list with more multi-sensory offerings soon.
