Category
Lifestyle
Assisted Choices
Trend cluster
Category
At-Home
Ad
Brands release commercials filmed at home during the COVID-19 pandemic.
4.1
Trend score
Trend
What is the At-Home Ad trend?
At-Home Ad: In light of media production shutting or slowing down in the midst of the COVID-19 pandemic, brands are creating commercials filmed at-home--sometimes by the same technology that people use day-to-day for meetings and to keep in touch with friends. These commercials signal authenticity to the customers these brands are targeting.
Insight
The consumer insight behind the At-Home Ad trend
Now that consumers around the world are dealing with severe disruptions to their lives, including economic hardship, brand messaging doesn't resonate in the same way it once did. Though consumers are relying on some businesses more than ever--like those in food service and entertainment industries--others are no longer top of mind as people try to get through their day-to-day. Authentic brand messaging can change this somewhat, as consumers are drawn to companies that don't take lightly the crises they're currently facing, and their role in helping.
Trend themes
Themes within the At-Home Ad trend
Three behaviours holding the trend together01
At-home ad filming
Brands are creating commercials filmed entirely at-home using technology already available, signaling authenticity and relatability during the pandemic.
02
Self-filmed commercials
Brands are resorting to filming commercials using Zoom and mobile phones, creating a new narrative and driving customer engagement.
03
Relatable campaigns
Brands are launching campaigns that reflect the reality of life during the pandemic, targeting consumers who are seeking comfort and support during uncertain times.
Industry implications
What the At-Home Ad trend means for industry
Where the trend changes the playbookFor
Ad industry
The ad industry is changing and pivoting during the pandemic, resulting in the creation of entirely self-filmed commercials using cost-effective technology.
For
Food and beverage industry
From self-filmed advertisements to relatable campaigns, the food and beverage industry is adapting to new consumer needs during the pandemic.
For
Mental health industry
Mental health charities and organizations are partnering with brands to promote and support mental well-being during the pandemic, creating new opportunities for outreach and advocacy.
Workshop question
How is your brand offering authentic messaging to its customers?
Trend signals
Trend signals for At-Home Ad
Trend score 4.1 out of 10, from popularity 70%, activity 43%, freshness 9%.
Popularity70%
Activity43%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the At-Home Ad trend
4 featured examples from Apr 10 to May 10, 2020CategoryMarketing
Quarantine Banking Ads
TD Bank's Dance from Home Was Shot on an iPhone 11 Pro
The advertising industry is being disrupted by the trend of nostalgic recreations and the use of home filming techniques, challenging traditional production methods.
CategoryAutos
Stay-Home Car Commercials
This Entire Honda Car Commercial Was Created from Home
Brands in the automotive industry could capitalize on the trend of remote commercial production to continue reaching audiences while reducing costs.
CategoryMarketing
Laptop-Filmed Pizza Ads
Domino's 'We're Hiring' Ad Was Filmed Entirely on Zoom
The advertising industry can explore the use of video conferencing platforms and remote production techniques to create innovative and socially responsible ad campaigns.
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.
