Commercials portray the everyday lives of consumers
Trend - 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 - 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.
Insight - 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.
Workshop Question - How is your brand being authentic rather than aspirational?
Trend Themes
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Realistic Advertisement — Brands are using their video advertisements to depict more realistic and relatable interpretations of consumers' everyday lifestyles
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Virtual Fitness Campaigns — Sports and fitness brands are encouraging the public to workout, but safely at home through virtual fitness campaigns.
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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
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Advertising Industry — Realistic advertisements are disrupting how brands portray luxury and privilege in their video advertisements.
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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.
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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.
4 Featured, 35 Examples:
51,110 Total Clicks
Date Range:
Apr 20 — Jul 20
Trending:
Mild
Consumer Insight Topics:
