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Unplugged and Munya Chawawa turn to humour to tackle Britain’s screen addiction

Unplugged x Munya Chawawa, UK

UK – Unplugged, the digital detox brand behind off-grid cabins that lock away phones and reconnect guests with nature, has teamed up with comedian Munya Chawawa and agency 10 Days London to launch a playful campaign promoting screen-free wellbeing.

Framed as a parody flight-safety video, Chawawa stars as a ‘digital safety officer’, guiding viewers through the essentials of disconnecting – from enjoying time in nature and reading books to navigating with paper maps and using a cassette player.

The satirical video pokes fun at modern society’s technology addiction, while leaning into what we are calling the Unhinged Humour Opportunity – using humour as a uniquely human growth strategy to stand out in an oversaturated, AI-heavy marketing landscape.

To find out more about Unplugged, head to our Digital Detox Destinations report, which explores the rise of analogue experiences and tech-free stays in the travel and hospitality sector.

Strategic opportunity

Use humour to make serious topics engaging – satirical storytelling, absurdity and culturally resonant comedy can increase attention and shareability while positioning your brand as approachable and culturally savvy

McDonald’s steals flavours from around the world

UK – McDonald’s has launched a limited-edition World Heist menu, bringing ‘stolen’ favourites from international markets to UK customers.

The campaign playfully positions McDonald’s as having ‘lifted’ popular items from menus across Australia, Japan, Poland and Canada, giving British diners the chance to sample global flavours without leaving home.

Standout items include the Maple BBQ & Bacon Double Quarter Pounder, billed as ‘stolen from Canada’ and featuring creamy maple BBQ sauce and crispy onions. From Australia, the Pineapple McSpicy adds a tropical twist to the brand’s spicy chicken line-up, topped with a grilled pineapple ring and bacon. Japan contributes Garlic & Black Pepper McNuggets with Garlic & Soy Mayo dip, alongside a Sakura Sprite – mixing cherry blossom syrup with Sprite Zero for a floral, sugar-free hit.

The menu taps into the growing appeal of experiential eating, where novelty, sensory surprise and cultural storytelling elevate everyday purchases. As the cost-of-living crisis continues to reshape spending habits across the global West, playful and unconventional flavour combinations are resonating with consumers seeking small moments of joy and emotional reward.

For more on how brands are leaning into pleasure-led flavour experimentation, see our report Flavour Frenzy Market.

McDonald's

Strategic opportunity

Brands can tap into micro-globalisation by using everyday offerings – food, drinks or fashion – to spark curiosity, deliver novel experiences and engage consumers emotionally, bringing the excitement of global discovery directly into daily life

Stat: AI accelerates discovery but not decisions, as shoppers still need to verify before buying

AI imagery by The Future Laboratory, UK

US – AI is becoming central to online shopping journeys, but most consumers still double-check its advice before making a purchase, according to new research from the Interactive Advertising Bureau and Talk Shoppe.

Based on a relatively small sample of more than 450 recorded AI shopping sessions and a national survey of 600 US consumers, the study offers an early look at how AI is shaping behaviour, though further research is needed to fully understand its impact. The findings suggest that while AI now ranks as the second-most influential source in the shopping process, behind search engines, 95% of users take at least one extra step to confirm details before checkout.

AI’s strengths lie in product discovery: 64% of shoppers said it introduced them to new items, and 83% found it made decisions clearer. Yet trust remains limited. Only 46% fully trust AI recommendations, with most turning to retailer websites, marketplaces or reviews to validate information – a behavioural loop researchers call the ‘trust gap’.

Despite this caution, AI-assisted shoppers spend about 30% more each month and visit retailer sites more often, signalling that while AI may not close the sale, it’s reshaping how consumers explore, compare and, ultimately, decide what to buy.

Explore our Artificial Intelligence topic and EQ-Commerce report, to find out more about how innovative retailers are using technology to create intelligent, empathetic commerce journeys, with AI addressing customers’ unique needs at scale.

Strategic opportunity

Implement AI to guide discovery, not just sales. Pair AI-recommendations with customer reviews, comparisons or expert endorsements to build trust, increase engagement, drive higher spend and position your brand as intelligent and customer-focused