# Awkward Marketing Taking a realistic approach, ads reference awkward family situations. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Jul 28, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/marketing-familial-quirks ## Key Figures - Trend score: 3.0/10 - Evidence articles: 7 ## What is the Awkward Marketing trend? **Awkward Marketing:** Moving beyond picture perfect ideals, marketers are showcasing a more realistic side to family interaction. Referencing awkward situations, these ads shine a spotlight on the less glamorous aspects of family, using humorous circumstances to create a personal connection. ## At a Glance - Evidence: 7 featured examples - Articles from: Oct 2, 2012 to May 13, 2015 - Published: Jul 28, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism), [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 Marketing trend ### Realistic Family Dynamic Marketing and advertisements are featuring more realistic and relatable family situations, which creates a personal connection with audiences. ### Humor in Advertising Ads and commercials are using humor to highlight the less glamorous aspects of home life, creating a strong connection with viewers. ### Virtual Reality Virtual reality is being used to create immersive advertising experiences, putting audiences in real-life situations. ## What the Awkward Marketing trend means for industry ### For Marketing and Advertising Marketers are taking a more realistic and humorous approach to advertise products, creating a stronger connection with their audiences. ### For Virtual Reality Entertainment Industry Virtual reality opens a new door for filmmakers to create and experience unique storytelling techniques. ### For Family Oriented Products Realistic and humorous ads have a great chance of resonating with consumers when advertising home and family-oriented products. ## Trend signals for Awkward Marketing Trend score 3.0 out of 10, from popularity 60%, activity 23%, freshness 8%. - Popularity: 60% - Activity: 23% - Freshness: 8% ## Examples of the Awkward Marketing trend 7 featured examples from Oct 2, 2012 to May 13, 2015. - [Awkwardly Bearded Hockey Ads](https://www.trendhunter.com/trends/nhl-2012-season): Visa Playoff Beard Campaign Integrates Fans in the NHL 2012 Season (Category: Marketing) Implication: Incorporating fan culture in marketing campaigns, especially those that require support from social media - [Hilarious Menstrual Marketing](https://www.trendhunter.com/trends/period-starter-kit): A Tween Lies About Getting it in HelloFlo’s Period Starter Kit Ad (Category: Life-Stages) Implication: Opportunity for marketers to incorporate humor and authenticity into menstrual product campaigns, appealing to a wider audience and challenging traditional narratives. - [Awkward Family Commercials](https://www.trendhunter.com/trends/holiday-ad): This Heartwarming Holiday Ad Series was Directed by Sofia Coppola (Category: Marketing) Implication: Fashion brands can explore unconventional and heartwarming approaches to promote their products, evoking emotions and creating stronger brand connections with consumers. - [Awkward Family TV Ads](https://www.trendhunter.com/trends/hbo-go): This Ad for the HBO GO App Shows How Uncomfortable Parents Make Everything (Category: Pop Culture) Implication: Employing innovative advertising campaigns to promote new shows and streaming services. - [Uncomfortable Holiday Ads](https://www.trendhunter.com/trends/holiday-commercial-ad): Maille's Holiday Commercial Ad Brings an Awkward Guest to the Table (Category: Lifestyle) Implication: Disruptive innovation opportunity: Developing unique food and beverage products that can be featured as conversation starters in uncomfortable dinner party scenarios. - [Virtual Dinner Parties](https://www.trendhunter.com/trends/the-doghouse): The Doghouse Puts People Around the Table for an Awkward Family Dinner (Category: Art & Design) Implication: Disruptive innovation opportunity to create immersive and interactive storytelling experiences through virtual reality. - [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)