After a brief introduction emphasizing the synthetic relevance of the allylic C–H activation step, evoking the first pioneering stoichiometric studies that sowed the “seeds” of this subject, and analyzing similarities and differences between a “classical” and a “direct” Pd‐catalyzed allylation process, this review outlines some selected examples of palladium‐catalyzed direct allylic functionalization. This old reaction, ignored for many years, is now living a new and exciting era.