# Sobriety Shockvertising Taking a raw approach, advertisers use reality to deter drinking. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Apr 23, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/sobriety-shockvertising ## Key Figures - Trend score: 4.6/10 - Evidence articles: 4 ## What is the Sobriety Shockvertising trend? **Sobriety Shockvertising:** Advertisers and activists are taking a realistic approach to the dangers of drinking to deter consumption. Speaking both to young and old demographics to convey the message, the posters and stunts use surprising imagery to create a memorable impression on viewers. ## At a Glance - Evidence: 4 featured examples - Articles from: May 16 to Dec 11, 2013 - Published: Apr 23, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Sobriety Shockvertising trend ### Reality Shockvertising Advertisers and activists using a realistic approach to promote awareness amongst youth and elders. ### Comical Shockvertising Using humor and art to convey a harsh reality in a fun and creative way. ### Prankvertising Shocking people with real-life scenarios or simulated situations to urge prevention. ## What the Sobriety Shockvertising trend means for industry ### For Advertising industry Exploration of new techniques in advertising, targeting diverse groups of people. ### For Alcohol industry Developing products and campaigns that stress responsibility, and safety. ### For Comedy industry Taking on serious topics through a lighthearted approach, and using art as a creative form to convey critical messages. ## Trend signals for Sobriety Shockvertising Trend score 4.6 out of 10, from popularity 76%, activity 53%, freshness 8%. - Popularity: 76% - Activity: 53% - Freshness: 8% ## Examples of the Sobriety Shockvertising trend 4 featured examples from May 16 to Dec 11, 2013. - [Alcohol Awareness Doll Ads](https://www.trendhunter.com/trends/alcohol-awareness): These Drunk Barbies Warn About the Effects of Alcohol (Category: Lifestyle) Implication: Integrating innovative and unconventional advertising techniques, like doll-based campaigns, can disrupt traditional methods in the alcohol awareness sector. - [Head-Splattering Drinking Ads](https://www.trendhunter.com/trends/dont-drive-drunk): This Print Ad for the Don't Drive Drunk Foundation is Visually Bold (Category: Lifestyle) Implication: The advertising industry can use disruptive messaging and visuals to grab attention and generate awareness for various causes and social issues. - [Simulated Crash Bathroom Pranks](https://www.trendhunter.com/trends/think-pub-loo-shocker): The Think! Pub Loo Shocker Campaign Dissuades Drinking and Driving (Category: Lifestyle) Implication: The advertising industry can use shock tactics and simulated experiences to generate attention toward critical causes or deliver important messages to the public. - [Epic Drunk Driving Pranks](https://www.trendhunter.com/trends/mabe): This Video Featuring Tom Mabe Shows the Comedian Playing Hospital Pranks (Category: Pop Culture) Implication: Brands can utilize the growing popularity of prank videos on online platforms in their advertising campaigns and work with influencers to reach new audiences. ## 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)