# Viral Spoofvertising Adopting self-awareness, brands speak frankly to consumers through witty ads. By [Michael Hemsworth](https://www.trendhunter.com/Michael.Hemsworth), Contributing Researcher | Published Feb 20, 2014 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/viral-spoofvertising ## Key Figures - Trend score: 3.1/10 - Evidence articles: 6 ## What is the Viral Spoofvertising trend? **Viral Spoofvertising:** Consumers are constantly spoofing preachy or over-the-top advertisements, but the tables are turning as brands adopt a new-found sense of humor to join in the conversation by creating advertisements that are self-mocking in nature. This tongue-in-cheek tactic is creating a much more approachable image for brands as it acknowledges consumers directly for an enhanced, hip aesthetic. First made popular by brands like Old Spice, the "they know that we know" advertising approach is expanding past perceived boundaries with brands that lack a personable connection to Gen X and Y. ## At a Glance - Evidence: 6 featured examples - Articles from: Sep 27, 2015 to Feb 9, 2016 - Published: Feb 20, 2014 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Examples of the Viral Spoofvertising trend 6 featured examples from Sep 27, 2015 to Feb 9, 2016. - [Sophisticated Water Filter Ads](https://www.trendhunter.com/trends/for-pfister): This Ad for Pfister Water Filters Uses Punny Scientific Lingo (Category: Lifestyle) Implication: Water filtration companies can use humorous and simplified language in their marketing to appeal to consumers and educate them on the benefits of clean water. - [Monotone Yogurt Ads](https://www.trendhunter.com/trends/dominic-purcell): This Humorous Ad Promotes Yoplait Using the Satire of Dominic Purcell (Category: Lifestyle) Implication: Brands in the food and beverage industry can leverage satire-driven advertising techniques to promote their products as hunger-eliminating snacks. - [Animated Commercial Spoofs](https://www.trendhunter.com/trends/wix-super-bowl): This Wix Super Bowl Ad Pays Tribute to Previous Big Game Commercials (Category: Marketing) Implication: As companies seek to differentiate themselves in the market, innovative advertising strategies can help them gain a competitive edge. - [Satirical Supermarket Commercials](https://www.trendhunter.com/trends/way-north-foods): This Parody Ad for 'Way North Foods' Pokes Fun at Nunavut Prices (Category: Lifestyle) Implication: Disruptive innovation opportunity: Implement strategies to make nutritious food more affordable and accessible to underserved communities. - [Kid-Directed Holiday Spoofs](https://www.trendhunter.com/trends/commercial-parody): This Commercial Parody Made by Children Recreates a John Lewis Ad (Category: Marketing) Implication: Opportunity for advertising agencies to explore new ways of creating budget-friendly and attention-grabbing content. - [Punny Furniture Ads](https://www.trendhunter.com/trends/ikea-puns): IKEA Malaysia Promotes Its Upcoming Sale with Various IKEA Puns (Category: Pop Culture) Implication: Disruptive innovation opportunities in creating unique and memorable advertisements. ## Themes within the Viral Spoofvertising trend ### Humorous Advertisements Brands are adopting a humorous tone in their ads to create a more approachable image for Gen X and Y, while acknowledging the consumers directly for an enhanced, hip aesthetic. ### Silly Puns in Ads Using silly terms while relating back to scientific data or pop culture references in ads appeals to consumers on a human level, instead of confusing them with big words. ### Parody Ads Parodying already-viral commercials from popular brands can help businesses create their own timely pop culture references, riding on the coattails of successful campaigns. ## What the Viral Spoofvertising trend means for industry ### For Advertising The advertising industry can adopt the trend of humorous advertisements and use it to create a more engaging and approachable brand image. ### For Marketing The trend of using silly puns in ads can be useful for marketers trying to convey complex scientific data or technical information in a more relatable way. ### For Social Awareness Campaigns Parody ads that bring attention to social issues can be an effective way for non-profit organizations or government bodies to communicate important messages to the public. ## Trend signals for Viral Spoofvertising Trend score 3.1 out of 10, from popularity 59%, activity 26%, freshness 8%. - Popularity: 59% - Activity: 26% - Freshness: 8% ## Recent trend clusters - [Polarized Marketing](https://www.trendhunter.com/protrends/polarized-marketing) (Marketing) - [Package Play](https://www.trendhunter.com/protrends/promotional-food-packaging) (Marketing) - [Seasonal Storytelling](https://www.trendhunter.com/protrends/seasonal-storytelling) (Fashion) - [Ritual Sampling](https://www.trendhunter.com/protrends/holiday-discovery-boxes) (Business) ## Trending in Marketing - [Remarkably Comfortable Canadian Sleepwear](https://www.trendhunter.com/trends/sleep-the-label) - [Food-Powered Sonic Branding](https://www.trendhunter.com/trends/food-powered-sonic-branding) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [High-End Firming Serums](https://www.trendhunter.com/trends/vital-perfections) All articles: [Marketing](https://www.trendhunter.com/marketing)