Hello friends,

The pursuit of pleasure is taking us to new extremes. Real. Visceral. Borderline unbearable. From shock-fueled entertainment to brands engineering discomfort, the edge of culture is getting sharper. Pleasure and fear are colliding, and the result? A new kind of high.

This week, we’re diving into the madness, the mayhem, and the marketing moves that are turning extreme experiences into cultural currency.

Strap in. It’s about to get wild.

— Angelique
Founder & Pleasure Focused Futurist

In a world drowning in content, nothing shocks, nothing sticks—unless it pushes limits. And Auzzy Blood’s audition on Britain’s Got Talent did just that causing a viral storm of love and outrage. This wasn’t just any performance. It was a full-blown visceral experience—a human test of how far we’ll go for entertainment. And audiences? They can’t look away.

Traditional entertainment? Fading into the background. What’s taking its place? Thrill-seeking. Adrenaline-spiking. Gut-churning experiences. We’re hardwired for pleasure, but also fear, tension, and suspense—and right now, we’re chasing all of them at once. But where’s the line? How extreme is too extreme?

This shift isn’t just hitting entertainment—brands are tapping into it, blurring the line between challenge and desire. Here’s how:

The Takeaway: We’re living in an era where edge is currency—where the most powerful brands aren’t just selling products, they’re engineering experiences that force us to react.

Human Intelligence – History’s greatest minds weren’t one-track geniuses. They saw the world through a kaleidoscope of perspectives. Let’s tap into that.

The Bureau of Lost Culture – A sonic time machine into the underground. Host Stephen Coates unearths rare, countercultural stories with rebels, artists, and thinkers.

Past Present Future – David Runciman in conversation with historians, novelists, and scientists—on where the boldest ideas come from, what they mean, and why they matter.

Origin Story – The real stories behind politics’ most hijacked ideas. Twists, turns, and hidden histories of concepts you thought you knew.

Paper Cuts – The UK press, shredded. Comedians and commentators dissect the madness, myths, and (occasional) brilliance of the headlines.

The Los Angeles Project, a gene-editing company is aiming to bring the pets from our imaginations and myth to life.

Alef’s flying car just completed its first flight in California. The Jetsons would be proud.

Remote snacking is coming. ‘e-Taste’ just simulated coffee, lemonade, fried eggs, cake, and (why?) fish soup in VR. A taste revolution or a tech-fuelled fever dream?

With everything dialled up to 11, these brands tap into pleasure as escape.

Cobra Golf – Go Chase More
A high-octane love letter to the golf-obsessed—turning relentless fans into cinematic heroes chasing perfection, one swing at a time.

DoorDash Canada – Life’s a Mess, Dance Anyway
Chaos, clutter, and daily life—transformed into a hypnotic, vibe-heavy dance party.

IKEA – A Beautiful Mess
An ode to the glorious mayhem of parenting—where walls are canvases, floors become obstacle courses, and chaos isn’t a problem. It’s proof of a home well-lived.

LinkedIn – Got Itchy Feet?
Gen Z job FOMO meets LMAO inner monologues. A witty take on career overthinking that nudges restless minds toward their next move.

Big ideas fall flat without great execution. These? Next level.

Chipotle – Unfolded
A visually stunning animated tale of sustainable farming—barren fields reborn into lush ecosystems, all set to Halsey’s haunting cover of She’s a Rainbow.

Telstra – Beautiful Internet
20,000 dominoes. One hypnotic chain reaction. The art of seamless connectivity in motion.

A WTF cultural moment that deserves a second look.

The zombie apocalypse is here—at least on Diesel’s graffiti-covered runway in Milan, where models strutted with eerie milky eyes and spray-painted smiles.

Until next time, keep your edge sharp.