At XR's shots Out of the Box event in London, advertising's sharpest minds from across Europe gathered to tackle the big questions: How do we stay human in a sea of AI slop? Can humor still sell? And if we're not aiming for greatness, what's the point? The consensus? Keep it real, make people laugh, and build campaigns tough enough to weather whatever 2026 throws at us.

For XR's brand and agency clients, these aren't just nice soundbites. They're operational battle plans for making work that actually breaks through next year. Here are the key takeaways:

The New Production Reality
The conversation kicked off with the realities of tighter budgets, AI, and the growing trend of in-housing by brands. Steve Davies from the Advertising Producers Association (APA) and Eliot Lias from The Institute of Practitioners in Advertising (IPA) called for more honesty around production timelines, costs, and what it actually takes to deliver great work in a media landscape that won't stop shifting.

Human Truth Can Win Again
Amy Kean (Good Shout) and Chris Boyle (Private Island) in separate sessions urged the industry to move past the fake videos flooding our social media feeds and get back to what really matters. They pointed out that in a world full of AI "slop” and curated gloss, real human creativity becomes even more important. When creatives and brands understand their audiences, the work hits harder, feels more genuine, and is more likely to break through and resonate.

The Science Behind Great Humour
Jonny Parker and creative agency VCCP reminded everyone that humor in advertising still succeeds when it's thoughtfully executed. They walked us through how they created the hilarious Cadbury Bournville ad, “Made to be enjoyed, not to endured.” According to VCCP, the key is getting audiences thinking and feeling something real, not just going for cheap laughs. That's when the magic happens and the creative really connects.

Inclusion that Drives Relevance
Asad Dhunna (The Unmistakeables) challenged the idea that DEI is in retreat, arguing it’s more of a reframing than a rollback. His message was direct: inclusion is a growth strategy. Companies that prioritise it are better placed to succeed, because inclusion fuels relevance. Include more people, reach more people, create more impact.

Be the Best or Don’t Bother
Acclaimed actor and director Dexter Fletcher closed out the day with an energetic reminder that great work comes from surrounding yourself with talented people and trusting your gut. Whether you're directing blockbuster films (like Rocketman) or Christmas campaigns, you shape the story through how you see the world and what excites you. His message to the room? If you're not aiming to be really great at what you do, then why bother?

Read more about shots Magazine’s Out of the Box event.