# Glamorizing Awkward Brands turn to purposely awkward branding to relate to consumers. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Nov 14, 2013, updated Nov 20, 2013 | Category: [Pop Culture](https://www.trendhunter.com/pro/category/pop-culture-and-internet-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/glamorizing-awkward ## Key Figures - Trend score: 4.1/10 - Evidence articles: 4 ## What is the Glamorizing Awkward trend? **Glamorizing Awkward:** Brands are turning to comically awkward advertising and products in order to come across as relatable. Awkwardness has become a popular aspect of humor, and is a more subtle approach to comedy. Consumers respond well to this approach because it humanizes brands, and signals that a company is tapped into popular culture. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 8 to Nov 15, 2013 - Published: Nov 14, 2013 - Last updated: Nov 20, 2013 - Patterns: [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America ## Examples of the Glamorizing Awkward trend 4 featured examples from Apr 8 to Nov 15, 2013. - [Awkwardly Positioned Model Shoots](https://www.trendhunter.com/trends/awkwardly-positioned): Sanja Bistricic Captured Her Subjects in Unusual Poses (Category: Fashion) Implication: Photographers can explore unconventional poses and capture raw perspectives to create distinctive and captivating images. - [Ironic Comedian T-Shirts](https://www.trendhunter.com/trends/comedian-tshirts): The Will Ferrell 'Swag' T-Shirt from Fancy is Perfect for Class Clowns (Category: Fashion) Implication: Disruptive innovation opportunity: Integrate technology into apparel, such as smart fabrics or interactive designs, to create a new and exciting shopping experience. - [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. ## Themes within the Glamorizing Awkward trend ### Awkward Advertising Brands are using purposely awkward advertising to humanize their brand to tap into popular culture. Disruptive innovation minds can create new types of experiences and commercials to relay products in this humorous and offbeat way. ### Ironic Fashion Fashion brands are tapping into ironic and comedic fashion products to attract attention from consumers. Disruptive innovation can come from creating fashion trends that resonate with newer pop culture fads. ### Artistic Awkwardness Artists are using awkward and uncomfortable positioning of subjects to make their artwork appear edgy, rough and novel. Disruptive innovation experts can use this creative approach in branding their products with a unique positioning and perspective. ## What the Glamorizing Awkward trend means for industry ### For Marketing Marketing professionals can reference the awkward approach to advertising to tap into popular culture and to humanize their brand through humor. ### For Fashion Fashion industry professionals can reference the ironic and comedic take on fashion trends to create fashion products that resonate with new cultural fads. ### For Art and Photography Art and photography industries can utilize the awkward and uncomfortable positioning of subjects to make their works more edgy, rough, and novel. They can use this creative approach to generate a new offbeat style in their products. ## Trend signals for Glamorizing Awkward Trend score 4.1 out of 10, from popularity 64%, activity 51%, freshness 8%. - Popularity: 64% - Activity: 51% - Freshness: 8% ## Recent trend clusters - [Ritual Assembly](https://www.trendhunter.com/protrends/fan-building-kits) (Pop Culture) - [Occasion Coding](https://www.trendhunter.com/protrends/commemorative-watch-design) (Fashion) - [Muted Motion](https://www.trendhunter.com/protrends/earth-tone-runners) (Fashion) - [Terrain Software](https://www.trendhunter.com/protrends/off-road-technology) (Autos) ## Trending in Pop Culture - [Oversized Dragon Plushies](https://www.trendhunter.com/trends/giant-chillet-plush) - [Concert-Themed LEGO Sets](https://www.trendhunter.com/trends/concert-themed-lego-sets) - [Blind-Box Plush Charms](https://www.trendhunter.com/trends/blind-box-plush-charms) - [Holiday Character Clogs](https://www.trendhunter.com/trends/holiday-character-clogs) All articles: [Pop Culture](https://www.trendhunter.com/popculture)