Candid Commercial

Brands demonstrate authenticity via unscripted marketing campaigns

Implications - In the age of authenticity, many brands are setting aside traditional forms of advertising, with carefully controlled presentations, in favor of completely candid reactionary videos. Contrary to many misconceptions about younger consumers being immune to marketing, Millennial and Gen Z consumers are looking to align themselves with brands who appear genuine, which then serve to enhance their own personal branding. Adopting a more conversational tone with the use of real people and authentic interactions, brands are beginning to speak to younger consumers on their level.
SCORE 7.1
Popularity
Activity
Freshness
Megatrends
Patterns
118,761 Total Clicks
May 17 - Nov 17
Fresh and Mild
MarketingBrandingCommercials
Featured Examples
Live-Created Beauty Campaigns - Rihanna & Sephora Invited Fans to Make a Film at Fenty's Playground
SCORE 9
This Month and V. Hot 351 Clicks Pub: Oct 27, 17
Live-Created Beauty Campaigns
Rihanna & Sephora Invited Fans to Make a Film at Fenty's Playground
To support the launch of Rihanna and Sephora’s makeup line, Fenty Beauty, fans gathered at the central Callao Square in Madrid, Spain, to enter ‘Fenty Beauty’s Playground.’ On-... [More]
Friendship-Forming Bench Stunts - Nescafe's 'Hello Bench' Helps Strangers Break the Ice
SCORE 6.6
This Year and Warm 377 Clicks Pub: May 2, 17
Friendship-Forming Bench Stunts
Nescafe's 'Hello Bench' Helps Strangers Break the Ice
Nescafe’s new ‘hello bench’ brand activation brings people closer together, literally. Attendees at Salone del Mobile, an annual furniture fair in Milan, Italy, were quick to make... [More]
Uneventful Pre-Roll Ads - IKEA's 'Irresistible Pointless TrueView Ads' Feature Little Action
SCORE 6.3
This Month and Warm 75 Clicks Pub: Nov 1, 17
Uneventful Pre-Roll Ads
IKEA's 'Irresistible Pointless TrueView Ads' Feature Little Action
Unlike most pre-roll ads that are designed to be extremely condensed and straight to the point, IKEA created its Irresistible Pointless TrueView Ads to be more than five minutes in length. The ads... [More]
Unscripted Whisky Campaigns - Laphroaig's 'A First for Friends' Shows People Trying Its Whisky
SCORE 5
This Month and Warm 88 Clicks Pub: Oct 11, 17
Unscripted Whisky Campaigns
Laphroaig's 'A First for Friends' Shows People Trying Its Whisky
As part of its ongoing #OpinionsWelcome campaign, Laphroiag launched a series of five videos called ‘A First for Friends’ that shows companions trying its single malt Scotch whisky for... [More]
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