# Ad Realism Commercials portray the everyday lives of consumers. By [Mishal Omar](https://www.trendhunter.com/MishalO) | Published Jul 21, 2020 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/ad-realism ## Key Figures - Trend score: 3.5/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 3 to Jul 15, 2020 - Published: Jul 21, 2020 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Ad Realism trend ### Realistic Advertisement Brands are using their video advertisements to depict more realistic and relatable interpretations of consumers' everyday lifestyles ### Virtual Fitness Campaigns Sports and fitness brands are encouraging the public to workout, but safely at home through virtual fitness campaigns. ### 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 ## What the Ad Realism trend means for industry ### For 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 for Ad Realism Trend score 3.5 out of 10, from popularity 69%, activity 27%, freshness 9%. - Popularity: 69% - Activity: 27% - Freshness: 9% ## Examples of the Ad Realism trend 4 featured examples from Apr 3 to Jul 15, 2020. - [Humorous Tech WFH Ads](https://www.trendhunter.com/trends/apple-working-from-home): This New Apple Working from Home Ad Highlights Shared Experiences (Category: Marketing) Implication: Tech companies can focus on offering creative tech solutions that cater to remote work needs, from easing communication to boosting productivity. - [Self-Isolation Candy Campaigns](https://www.trendhunter.com/trends/maltesers-look-on-the-light-side): The Latest Maltesers 'Look on the Light Side' Ads are Relatable (Category: Marketing) Implication: Disruptive innovation opportunity for advertising agencies to create unique campaigns using video conferencing software and supportive messaging during self-isolation. - [Sentimental Home Ad Spots](https://www.trendhunter.com/trends/power-of-home): Ikea's New Ad Highlights the Power of Home (Category: Marketing) Implication: 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. - [Social Distancing Exercise Ads](https://www.trendhunter.com/trends/stayinworkout): Sports England and FCB Inferno Launched the #StayInWorkOut Campaign (Category: Marketing) Implication: Disruptive innovation opportunities for fitness and wellness brands to adapt and offer new services and products that cater to people exercising at home. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)