I love Gogglebox! Advertisers have now twigged onto using real people rather than celebrities, with the irony that Scarlett is now on 'I'm a celeb'! A fad or continuing trend?
The rise of ‘social realism’ in advertising. Brands are increasingly using real people in their ads, as consumers reject flashy big-budget campaigns in times of austerity, but does this approach resonate with audiences? Gogglebox culture has come to advertising. Where brands once spent money on celebrities, special effects and fantasy scenarios, their ads are increasingly populated by real people filmed in real situations. Brands such as TalkTalk, McCain, Iceland and Aviva are all tapping into this social realism trend in their creative, but what are the reasons behind it and is it hitting the mark?with consumers?