# Awkward Expression Purposely uncomfortable ads offer consumers humorously relatable situations. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Feb 26, 2014, updated Apr 1, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/awkward-expression ## Key Figures - Trend score: 2.9/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Jan 21 to Oct 20, 2013 - Published: Feb 26, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Awkward Expression trend ### 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. ### 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. ### 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. ## What the Awkward Expression trend means for industry ### For 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 for Awkward Expression Trend score 2.9 out of 10, from popularity 60%, activity 18%, freshness 8%. - Popularity: 60% - Activity: 18% - Freshness: 8% ## Examples of the Awkward Expression trend 5 featured examples from Jan 21 to Oct 20, 2013. - [Awkward Breast-Resting Campaigns](https://www.trendhunter.com/trends/mamming): This Breast Cancer Campaign Promotes 'Mamming' (Category: Lifestyle) Implication: The advertising industry can play a significant role in creating and promoting effective breast cancer awareness campaigns that encourage regular checkups. - [Spectator-Shaming Car Ads](https://www.trendhunter.com/trends/kia-ad): A Kia Ad Embarrases a Spectator to Promote the Kia 'Cerato' (Category: Marketing) Implication: Automotive companies could use audience-shaming in stadium events to promote new car models. - [Awkward Arm Shaking Ads](https://www.trendhunter.com/trends/awkward-shake): The 'Awkward Shake' Video Showcases a Funny Hand Motion (Category: Pop Culture) Implication: Companies in the beverage industry can create viral ads on social media to promote their products. - [Awkward Youth Commercials](https://www.trendhunter.com/trends/soda-pop-commercials): Sprite’s Awkward Soda Pop Commercial Reenacts Youth Culture (Category: Marketing) Implication: Potential for beverage companies to create engaging and relatable commercials targeting the youth demographic. - [Awkward Adult Conversation Ads](https://www.trendhunter.com/trends/jetblue-commercial): This JetBlue Commercial Makes a Case for Booking Your Vacation (Category: World) Implication: Disruptive innovation opportunity: Creating innovative and practical solutions that address the challenges and concerns faced by parents. ## 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)