Category
Lifestyle
Assisted Choices
Trend cluster
Category
Awkward
Expression
Purposely uncomfortable ads offer consumers humorously relatable situations.
2.9
Trend score
Trend
What is the Awkward Expression trend?
Awkward Expression: With brands often marketing products through aesthetic appeal, envisioning how that item will fit in real life can be challenging for the average consumer. Commercials that feature awkward encounters provide humorous situational experiences that people can easily identify with, appealing to the desire to connect through shared experiences.
Trend themes
Themes within the Awkward Expression trend
Three behaviours holding the trend together01
Humorously Awkward Ads
Commercials featuring awkward, humorous situations that people can identify with are becoming a new way for brands to connect with audiences. Disruptive innovation opportunities arise for companies looking to humanize their brand image.
02
Uncomfortable Situations as Marketing
The Awkward Shake and 'Mamming' campaigns use uncomfortable situations as a humorous marketing strategy to promote their products and messages. Disruptive innovation opportunities arise for businesses willing to take a humorous and unconventional marketing approach.
03
Audience Shaming
The Kia ad and 'Mamming' campaign use audience shaming as a way to create a memorable experience and promote their products and messages. Disruptive innovation opportunities arise for companies willing to push boundaries and create unconventional campaigns that stand out from the crowd.
Industry implications
What the Awkward Expression trend means for industry
Where the trend changes the playbookFor
Advertising and Marketing
The use of humorously awkward ads and uncomfortable situations in marketing are trends that are disrupting the advertising industry and provide opportunities for companies willing to push boundaries and stand out.
For
Health and Wellness
The 'Mamming' campaign is disrupting the health and wellness industry by using humor to promote breast cancer awareness and encourage women to get mammograms. Disruptive innovation opportunities arise for companies willing to create unconventional campaigns to promote health and wellness issues.
For
Entertainment and Media
Humorously awkward ads and situations are becoming a trend in entertainment and media, as seen in the JetBlue and Sprite ads. Disruptive innovation opportunities arise for companies willing to take an unconventional and humorous approach to create memorable ad campaigns and experiences.
Trend signals
Trend signals for Awkward Expression
Trend score 2.9 out of 10, from popularity 60%, activity 18%, freshness 8%.
Popularity60%
Activity18%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Awkward Expression trend
5 featured examples from Jan 21 to Oct 20, 2013CategoryLifestyle
Awkward Breast-Resting Campaigns
This Breast Cancer Campaign Promotes 'Mamming'
The advertising industry can play a significant role in creating and promoting effective breast cancer awareness campaigns that encourage regular checkups.
CategoryMarketing
Spectator-Shaming Car Ads
A Kia Ad Embarrases a Spectator to Promote the Kia 'Cerato'
Automotive companies could use audience-shaming in stadium events to promote new car models.
CategoryPop Culture
Awkward Arm Shaking Ads
The 'Awkward Shake' Video Showcases a Funny Hand Motion
Companies in the beverage industry can create viral ads on social media to promote their products.
CategoryMarketing
Awkward Youth Commercials
Sprite’s Awkward Soda Pop Commercial Reenacts Youth Culture
Potential for beverage companies to create engaging and relatable commercials targeting the youth demographic.
CategoryWorld
Awkward Adult Conversation Ads
This JetBlue Commercial Makes a Case for Booking Your Vacation
Disruptive innovation opportunity: Creating innovative and practical solutions that address the challenges and concerns faced by parents.
