Brands are increasingly adopting a mischievous marketing tone to engage consumers and challenge societal norms, as highlighted in the Future Laboratory's report on 'Mischief Marketing.' This approach involves bold, irreverent campaigns that playfully defy conventions and provoke thought, with examples from various global brands showcasing humor, audacity, and a touch of naughtiness. The shift reflects a desire for creativity that embraces rule-breaking and social commentary in advertising.