IGNITION ZEITGEIST

Ignition Zeitgeist is a handy resource for staying ahead of the cultural curve, covering the latest trends in entertainment, tech and marketing. Delivered straight to your inbox, Ignition Zeitgeist is designed for everyone who wants to stay informed, but only has time for the headlines. Whether it's the latest industry flash-in-the-pan, intriguing augurs of genuine cultural and societal change or the latest ephemeral viral sensation... Ignition Creative has you covered.

September 05, 2025

Trending 1: Taylor Swift Engagement

The what… Pop icon Taylor Swift has revealed that she is engaged to her partner, NFL star Travis Kelce. In an Instagram post shared on Tuesday, Swift wrote: “Your English teacher and your gym teacher are getting married.” The announcement was accompanied by photos of Kelce, a Kansas City Chiefs player, proposing to Swift. The images captured the couple holding hands and embracing, with Swift proudly displaying her diamond engagement ring.

Trending 2: KPop Demon Hunters

The what… An animated adventure featuring musically gifted teens who secretly fight evil has officially become Netflix’s biggest summer success, breaking records as the platform’s most-watched film ever. KPop Demon Hunters, which follows a globally renowned all-girl K-pop group moonlighting as defenders of the world, has emerged as an unexpected phenomenon since its June release. Netflix has confirmed that the film has surpassed Red Notice (2021) to become its most-viewed title across all genres, while also setting new records at the global box office.

Trending 3: Weapons

The what… Weapons amassed a domestic box office total of $122.2 million by the end of its third weekend in theatres. This achievement places it at No. 20 on the list of the highest-grossing horror films of all time in the domestic market. Current projections indicate that the film is likely to maintain its strong performance in the weeks ahead.

Trending 4: Esports

The what… The Global Gaming League (GGL) is a celebrity-focused Esports competition, which has been described as "the NFL meets WWE". Backed by a diverse roster of high profile personalities, including Rick Flair and Flavor Flav, the league recently kicked off it's first season (aka SZN Zero) on 23rd August.

Trending 5: Gamescom

The what… Gamescom 2025 was the biggest on record and has cemented itself as the world’s largest event for computer and video game fans. Held annually in Cologne, Germany, it attracts hundreds of thousands of visitors and thousands of exhibitors from around the globe. As well as giving attendees an opportunity to preview unreleased games — often months before they launch - Gamescom is also an important networking opportunity for the video game industry.

Monitoring… news to keep an eye on

Monitoring 1: Entertainment / Video Game Crossovers

The what… With 40+ video game based movies currently in development and a string of recent success stories to prove the model, we’re excited to see our two favourite sectors collide and are eagerly watching to see if these crossovers can continue to realise their potential. In this section we also cover video games based on entertainment IP.

Monitoring 2: AI Marketing

The what… Where to start… AI is already having a tangible influence on the entertainment and creative sectors, with the potential for greater impact yet to come. Ignition Zeitgeist will tease out the latest meaningful developments and noteworthy uses.

Monitoring 3: TikTok

The what… it’s been hard to escape the existential drama concerning the future of TikTok in the US. With an array of high profile suitors waiting in the wings and a change of administration, it feels like there are lots of twists and turns to come.

Insight Of The Week

At the end of last year, the top improvement AI tool users wanted was better response accuracy. Now? Problem-solving has overtaken it, as users look to get more out of their chatbots. Image generation (+17%), music/speech generation (+10%), and empathy (+13%) are among the top gainers, while demand for support with creative writing (-20%) and idea generation (-8%) has dropped. Meanwhile, concern about misinformation has grown - 13% more users now cite it as a worry. Source: GWI

Don’t Believe Everything You See On The Internet…

80s nostalgia AI slop Is boomerfying the masses for a past that never existed. The latest bleak new AI slop niche are “nostalgia” videos about how good the 1980s and 1990s were. There are many accounts spamming these out, but the general format is all basically the same. A procession of young people with feathered hair wonder at how terrible 2025 is and tell the viewer they should come back to the 1980s, where things are better. - link

Ads We Love

Disney+ has rolled out a playful out-of-home activation on the London Underground that turned everyday commutes into a moment of magic. The campaign featured a series of digital screens placed side by side along escalator walls, giving the illusion that iconic characters were riding alongside passengers as they moved. - link

Ads We Love #2

Booking.com has partnered with Netflix’s hit series Wednesday for a global TV and social campaign that brings gothic flair to travel. Starring Catherine Zeta-Jones as Morticia Addams, the ad sees her leave her eerie estate for stylish getaways booked through Booking.com—trading the macabre for memorable escapes, all with her signature wit and elegance. - link

And Finally

We’re thrilled to welcome Hannah Rothman, PCC to Ignition Creative London as Director. 

Hannah brings a wealth of experience in entertainment marketing, strong leadership skills and a versatile professional toolkit to bolster Ignition’s commitment to excellence and innovation for our clients in this fast-moving industry.

Hannah joins us at an exciting time — celebrating our creative with 5 Golden Trailer Awards and with plenty of new service initiatives in the works.