Commercials take on new and distinct cinematic formats
Trend - Brands are getting more creative with their campaigns, taking inspiration from film and television in order to better capture consumer attention. These include commercials that have cinematic storytelling elements in them, or virtual "reality shows" that promote branded products.
Insight - For most Millennial and Gen Z consumers, quality content is extremely important for them to be drawn to a certain brand. These demographics are accustomed to self-creating and viewing peer content, and so they expect that brands are able to more authentically take content to the next level in a way that matches the ingenuity they see among peers every day. A renewed focus on the creative preferences of these generations ensures their interest in a brand.
Insight - For most Millennial and Gen Z consumers, quality content is extremely important for them to be drawn to a certain brand. These demographics are accustomed to self-creating and viewing peer content, and so they expect that brands are able to more authentically take content to the next level in a way that matches the ingenuity they see among peers every day. A renewed focus on the creative preferences of these generations ensures their interest in a brand.
Workshop Question - How could your brand conceptualize more creative and cinematic campaigns?
Trend Themes
1. Cinematic Storytelling Commercials - Brands are taking inspiration from film and television and incorporating cinematic storytelling elements into their commercials to capture consumer attention, especially among Millennial and Gen Z consumers who value authentic and high-quality content.
2. Brutally Honest Social Issue Ads - Ads that deal with complicated and sensitive social issues in a compelling and brutally honest manner have the potential to capture consumer attention by using strong narratives, powerful visuals and music, and an overall cinematic quality.
3. Short-form Reality Shows - Short-form reality shows, such as e.l.f. Cosmetics' TikTok reality show, are gaining popularity among younger audiences and can be used by brands to engage with consumers and leverage the influence of popular social media influencers and creators.
Industry Implications
1. Advertising - The advertising industry can leverage cinematic storytelling techniques and powerful narratives to create compelling brand campaigns that resonate with younger audiences, especially Millennial and Gen Z consumers who prioritize high-quality content.
2. Entertainment - The entertainment industry can partner with brands to create innovative cross-genre content that integrates with their product offerings, such as AT&T's diverse range of television and movie offerings in their cinematic commercials.
3. Beauty - The beauty industry can use short-form reality shows, like e.l.f. Cosmetics' TikTok reality show, to engage with younger audiences and leverage the influence of popular social media influencers and creators to promote their products.
4 Featured, 36 Examples:
81,827 Total Clicks
Date Range:
Nov 18 — Aug 20
Trending:
Mild
Consumer Insight Topics:
