07/25/2026
An entire genre of television is named after bars of soap.
That is not a fun fact. That is an entire playbook that almost everyone has forgotten.
In 1933, Procter & Gamble started producing radio dramas to sell soap. By 1939, the company was producing 21 shows at once. One of them, The Guiding Light, ran for 72 years and 15,762 episodes.
They were not alone.
John Deere launched a farming magazine called The Furrow in 1895. It still publishes today, 130 years later, in 14 languages, reaching about 2 million readers.
De Beers popularized the diamond engagement ring in 1938 and built a $90 billion industry around a story most people assume is centuries old. It is only 88 years old.
None of these were campaigns. Campaigns end. These became institutions.
Then brands walked away from all of it. In the 1950s, advertisers produced roughly one-third of all television programming. By the late 1960s, that figure had fallen below 3%. Brands went from owning the show to renting 30 seconds inside someone else's show, sharting attention with their competitors.
A Super Bowl commercial cost $42,000 in 1967. Today, its about $8 million. The price has increased more than 19,000%, while its effectiveness continues to drop.
Every force that killed the original model has reversed. Distribution is free. Production is inexpensive. There are no longer gatekeepers to ask for permission.
P&G noticed. The company is back in the soap opera business, planning as many as 100 microdramas this year.
So when a brand launches a studio in 2026, that is not innovation. They are simply revisiting an old playbook.
When the story outlives the product, you did not run a campaign.
You built infrastructure.