Category
Lifestyle
Assisted Choices
3.5
Trend score
Trend
What is the Ad Realism trend?
Ad Realism: Brands in a range of industries are using their video advertisements to depict more realistic and relatable interpretations of consumers' everyday lifestyles, rather than depicting aspirational ones.
Insight
The consumer insight behind the Ad Realism trend
As the world contends with a pandemic, economic inequality, and social and political issues both regional and global, consumers are less concerned with the privilege that's associated with the luxury lifestyles that many brands have aimed to depict. The various injustices around the world that are being brought into focus are creating a disdain among consumers for the abuse of power and wealth gaps that currently exist around the world. Thus, they're are less interested in luxury and privilege, and more drawn to brands that are realistic in their depictions of consumer lifestyles.
Trend themes
Themes within the Ad Realism trend
Three behaviours holding the trend together01
Realistic Advertisement
Brands are using their video advertisements to depict more realistic and relatable interpretations of consumers' everyday lifestyles
02
Virtual Fitness Campaigns
Sports and fitness brands are encouraging the public to workout, but safely at home through virtual fitness campaigns.
03
Humorous WFH Ads
Brands are using humor in their advertisements to bring a touch of relatability and empathy to the recent experience of many professionals as they work remotely
Industry implications
What the Ad Realism trend means for industry
Where the trend changes the playbookFor
Advertising Industry
Realistic advertisements are disrupting how brands portray luxury and privilege in their video advertisements.
For
Fitness Industry
Sports and fitness brands are disrupting traditional gym membership models through virtual fitness campaigns aimed at engaging consumers from the comfort of their own homes.
For
Technology Industry
Humorous WFH ads are disrupting how brands advertise their products by bringing empathy and relatability to the recent experience of professionals working from home.
Workshop question
How is your brand being authentic rather than aspirational?
Trend signals
Trend signals for Ad Realism
Trend score 3.5 out of 10, from popularity 69%, activity 27%, freshness 9%.
Popularity69%
Activity27%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Ad Realism trend
4 featured examples from Apr 3 to Jul 15, 2020CategoryMarketing
Humorous Tech WFH Ads
This New Apple Working from Home Ad Highlights Shared Experiences
Tech companies can focus on offering creative tech solutions that cater to remote work needs, from easing communication to boosting productivity.
CategoryMarketing
Self-Isolation Candy Campaigns
The Latest Maltesers 'Look on the Light Side' Ads are Relatable
Disruptive innovation opportunity for advertising agencies to create unique campaigns using video conferencing software and supportive messaging during self-isolation.
CategoryMarketing
Sentimental Home Ad Spots
Ikea's New Ad Highlights the Power of Home
Home decor companies can capitalize on the home therapy movement by offering products that create a comfortable and welcoming environment that promotes emotional well-being.
CategoryMarketing
Social Distancing Exercise Ads
Sports England and FCB Inferno Launched the #StayInWorkOut Campaign
Disruptive innovation opportunities for fitness and wellness brands to adapt and offer new services and products that cater to people exercising at home.
