emerging
Elevating the Everyday: Relatable Stories
Brands are connecting with audiences through authentic storytelling that captures everyday lived experiences, diverse perspectives, and relatable characters.
Themes
Timeframe
near-term
Categories
Impact areas
Detailed Analysis
Pencil-winning films moved away from aspirational narratives and embraced the everyday, showcasing working-class stories and diverse motivations. This shift towards relatable storytelling allows brands to build deeper connections with audiences by reflecting their own lives and experiences. New EE's 'Home, Learn, Work, Game' campaign, for example, cast over 400 real people to capture authentic moments, earning a Graphite Pencil in Editing. This trend demonstrates the power of genuine human connection in advertising.
Context Signals
TikTok's 'day dumping' trend reflects a shift towards uncurated, realistic depictions of everyday life.
BeReal app encourages 'authentic real-life' sharing.
92% of consumers prefer ads that tell a story (Marketing Insider Group).
Edge
User-generated content and co-created narratives will play a larger role in brand storytelling.
AI-powered tools will be used to analyze audience data and personalize narratives.
Interactive storytelling formats will allow audiences to actively participate in the narrative.
