Consumers are conscious of the fact that advertisers present them with calculated and idealized images over and over again, so this Toyota Yaris campaign endeavors to demonstrate that it is different, even if it's not.
The way that Saatchi & Saatchi of Stockholm, Sweden, strove to accomplish this was through the use of photographs, seemingly snapped by regular people, of regular people with sub-grade cameras. What gives this away is the poor quality of the picture, the awkward composition and the haphazard moments captured. Not every subject appears to be aware that a photo is being taken, for they might be looking away and posed quite casually. This Toyota Yaris campaign features customary tasks and events in life to communicate the practicality of this small car, though the setup of these spreads is totally deliberate.
Key Themes Behind This Trend
- Authentic Advertising
- There is an opportunity for brands to create more authentic advertising by using real people and candid photographs instead of highly staged and idealized images.
- User-generated Content
- Brands can take advantage of user-generated content by encouraging consumers to submit their own photos and stories, showcasing the real-life experiences of their products.
- Embracing Imperfections
- By embracing imperfections in advertising, brands can connect with consumers on a more relatable and genuine level.
Where This Applies
- Automotive
- The automotive industry can leverage authentic advertising to showcase the practicality and real-life benefits of their vehicles.
- Advertising and Marketing
- The advertising and marketing industry can explore innovative ways to create more relatable and authentic campaigns for their clients.
- Social Media
- Social media platforms can provide a space for brands to showcase user-generated content and engage with their audience in a more meaningful way.
