LUME MARKETING | “IT’S NOT YOU, IT’S THEM”
When Megan Winter of Lume Marketing approached me with the initial idea for a Valentine's Day campaign, little did I know we'd end up recreating some of the most iconic break-up scenes in film and television history.
The concept was brilliantly simple – what if the universe was sending you signs through your telly that it's time to break up with your underperforming Meta Ads agency? As someone who's spent countless hours with a remote in hand, mindlessly flicking channels after a long shoot, this premise resonated immediately.
We mapped out a series of frames featuring Megan channelling characters from those unforgettable break-up moments – the devastating post-it note from Sex and the City, the "we were on a break" saga from Friends, the heartbreaking wedding singer rejection, the dramatic "Frankly, my dear" from Gone with the Wind, and the raw vulnerability of Bridget Jones.
The shoot day was equal parts hilarious and chaotic. Megan, despite her marketing prowess, had never acted before, and watching her transform into these iconic characters was nothing short of magnificent. There we were, a small crew in a makeshift studio, with Megan delivering the "It's not you, it's them" twist to each scene, suggesting that perhaps your relationship with your current Meta ads agency deserved the same fate.
What made this campaign special was how it balanced humour with genuine pain points. Anyone who's struggled with underperforming digital ads could recognise themselves in these scenes – the frustration, the disappointment, the moment when you realise it's time for a change. By tapping into this universal experience through beloved pop culture references, we created something that was both entertaining and deeply relatable.
The Valentine's Day launch timing was perfect – a day when people are already thinking about relationships, we simply extended that thinking to their business partnerships as well. The response was immediate and enthusiastic, with business owners tagging their friends and sharing their own "bad agency" break-up stories in the comments.
This project reinforced something I've always believed – that the most effective campaigns don't just sell a service, they tell a story that resonates on a human level. Sometimes, the universe really does send us signs. And sometimes, those signs come in the form of Megan Winter recreating iconic break-up scenes to help you find a better Meta ads partner.
