# Covertising Hidden or subtle messages in advertising. By [Jacob Courtade](https://www.trendhunter.com/jacob), Director of Business Development | Published Sep 21, 2008, updated Nov 19, 2009 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/covertising-hidden-or-subtle-messages-in-advertising ## Key Figures - Trend score: 4.0/10 - Evidence articles: 7 ## What is the Covertising trend? **Covertising:** Advertising intended to share a key message benefits significantly from hiding said message, or keeping it extremely subtle. Once the consumer makes the connection, the impact is much greater than conventional messaging due to the emotional connection that Covertising helps to create. ## At a Glance - Evidence: 7 featured examples - Articles from: Feb 29 to Sep 19, 2008 - Published: Sep 21, 2008 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Instant Entrepreneurship](https://www.trendhunter.com/megatrend/instant-entrepreneurship), [Gamification](https://www.trendhunter.com/megatrend/gamification) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Covertising trend ### Subtle Advertising Advertising messages that are hidden or subtle are becoming increasingly popular due to their ability to create emotional connections with consumers. ### Creative Guerrilla Advertising Creative advertising campaigns that utilize guerrilla marketing techniques can generate buzz and intrigue among consumers. ### Hidden Clues in Advertising Advertising campaigns that offer a guessing game approach or hide clues within their messaging can create engaging and interactive experiences for consumers. ## What the Covertising trend means for industry ### For Advertising This industry can utilize subtle and creative advertising techniques to capture consumer attention and create emotional connections. ### For Marketing Marketers can take advantage of guerrilla marketing tactics and interactive advertising experiences to generate buzz and engagement. ### For Environmental Awareness Environmental organizations can use creative advertising campaigns to raise awareness and promote action on important environmental issues. ## Trend signals for Covertising Trend score 4.0 out of 10, from popularity 44%, activity 69%, freshness 8%. - Popularity: 44% - Activity: 69% - Freshness: 8% ## Examples of the Covertising trend 7 featured examples from Feb 29 to Sep 19, 2008. - [Anonymous Texts at Bus Stops](https://www.trendhunter.com/trends/bluetooth-big-bro): Big Brother's Creepy Bluetooth Campaign (Category: Pop Culture) Implication: Potential for entertainment industry to use disruptive advertising strategies to promote TV shows and movies. - [Hidden Ad Images](https://www.trendhunter.com/trends/hidden-images-in-ads-world-wildlife-funds-preserve-your-world-preserve-your): WWF Blends Human Faces into Environment (Category: Eco) Implication: The advertising industry can leverage the trend of incorporating subtle hidden images to create intriguing and thought-provoking campaigns. - [Hidden Clues in Ads](https://www.trendhunter.com/trends/marsatac-hidden): Marsatac Festival 2008 Campaign (Category: Marketing) Implication: Disruptive innovation opportunity: Implementing unique advertising campaigns for music festivals that create buzz and intrigue among potential attendees. - [Resealable AdverCan Has Hidden MSG](https://www.trendhunter.com/trends/resealable-advercan-hidden-message): Mini Billboards in a Pop (Category: Marketing) Implication: The introduction of resealable advercans introduces disruptive innovation possibilities in the advertising industry by transforming traditional marketing approaches and creating u… - [Automotive Artvertising](https://www.trendhunter.com/trends/honda-drive-safely): Honda Ads Use Famous Paintings (Category: Autos) Implication: The use of famous paintings in advertising campaigns presents an opportunity for agencies to come up with creative and impactful executions that capture the attention of audiences. - [Camouflaging Human Rights Violations](https://www.trendhunter.com/trends/amnesty-international-flags): Amnesty International Flags Campaign (Category: Social Good) Implication: Amnesty International's campaign against human rights violations showcases creative ways to convey a message, presenting opportunities for advertising agencies to explore new and… - [Beer Caps for Awareness](https://www.trendhunter.com/trends/anti-drinking-driving-beer-crown): Anti-Drinking and Driving Beer Crown Ads (Category: Lifestyle) Implication: The alcohol industry can leverage packaging innovation and creative advertising techniques to promote responsible drinking and enhance brand value and reputation. ## 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)