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Candid Commercial

Brands demonstrate authenticity via unscripted marketing campaigns

Implications - In the age of authenticity, many brands are setting aside traditional forms of advertising, with carefully controlled presentations, in favor of completely candid reactionary videos. Contrary to many misconceptions about younger consumers being immune to marketing, Millennial and Gen Z consumers are looking to align themselves with brands who appear genuine, which then serve to enhance their own personal branding. Adopting a more conversational tone with the use of real people and authentic interactions, brands are beginning to speak to younger consumers on their level.
Workshop Question - How does your target consumer prefer to receive information and content?
Trend Themes
1. Authentic Marketing - Brands are opting for completely candid videos to appear genuine before younger consumers.
2. Live-created Campaigns - Companies are inviting customers to become part of marketing campaigns by offering on-site experiences, creating a multisensorial experience and even making instant movies from live footage.
3. Unscripted Storytelling - Adopting a more conversational tone with the use of real people and authentic interactions, brands are beginning to speak to consumers on their level.
Industry Implications
1. Advertising - Brands may consider shifting from traditional forms of advertising towards authentic modes of marketing.
2. Retail - Retailers can innovate and provide in-store experiences to engage today's younger consumers, who are looking to align themselves with genuine brands.
3. Entertainment - Unscripted entertainment content might be the future of the industry as more and more companies rely on real-life humor and situations to drive engagement and viewership.
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 53 Examples:
224,234 Total Clicks
Date Range:
Feb 17 — Nov 17
Trending:
Mild
Consumer Insight Topics:

Featured Examples

play_circle_filledLive-Created Beauty Campaigns
Live-Created Beauty Campaigns
Rihanna & Sephora Invited Fans to Make a Film at Fenty's Playground
To support the launch of Rihanna and Sephora’s makeup line, Fenty Beauty, fans gathered at the central Callao Square in Madrid, Spain, to enter ‘Fenty Beauty’s Playground.’ On-... MORE
play_circle_filledFriendship-Forming Bench Stunts
Friendship-Forming Bench Stunts
Nescafe's 'Hello Bench' Helps Strangers Break the Ice
Nescafe’s new ‘hello bench’ brand activation brings people closer together, literally. Attendees at Salone del Mobile, an annual furniture fair in Milan, Italy, were quick to make... MORE
play_circle_filledUneventful Pre-Roll Ads
Uneventful Pre-Roll Ads
IKEA's 'Irresistible Pointless TrueView Ads' Feature Little Action
Unlike most pre-roll ads that are designed to be extremely condensed and straight to the point, IKEA created its Irresistible Pointless TrueView Ads to be more than five minutes in length. The ads... MORE
play_circle_filledUnscripted Whisky Campaigns
Unscripted Whisky Campaigns
Laphroaig's 'A First for Friends' Shows People Trying Its Whisky
As part of its ongoing #OpinionsWelcome campaign, Laphroiag launched a series of five videos called ‘A First for Friends’ that shows companions trying its single malt Scotch whisky for... MORE
play_circle_filledOutdated Challenge Ads
Outdated Challenge Ads
This Internet Ad Shows the Ice Bucket Challenge for ALS Years Later
The Ice Bucket Challenge for ALS was a phenomenon that swept the Internet in 2014 —which is precisely the point of these ads for Connect Internet in Lebanon. Now that it is the year 2017,... MORE
Minor League Comedies
Minor League Comedies
Bill Murray's 'Extra Innings' Will Debut on Facebook Watch
In recent years, Bill Murray has enjoyed a particular brand of internet fame thanks to his outlandish exchanges with everyday people, and the legendary comedian’s new series, ‘Bill... MORE

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