It’s also no surprise that The Collective Pitch creates hundreds of advertising pitches each year. After all, that’s our core business. Thus, we get a broad gauge of what’s being made. Additionally, we make it our job to know what brands seem to be wanting. Since we’ve noticed a few interesting trends emerge in advertising in 2023, we thought you’d like to read about them too.
Most notably, we are seeing the proliferation of digital media and streaming. This is creating a sharp rise in social first campaigns. Advertisers are squarely targeting Gen-Z, so it makes sense to see a rise in advertising created entirely for social media.
As always, authenticity is an overused buzzword. But, the shift towards social media based advertising is creating an encouraging demand for immersive docu-style filmmaking. This is particularly noticeable in automotive advertising. On the flip-side, we’re seeing continuing popularity of dynamic camera moves and creative transitions. This is often as a way to maximize the shorter running times of social first campaigns.
The biggest trend in advertising right now though is AI. Chat GPT and generative AI imagery are quickly seeping into higher end ad campaigns. For now, this is mostly in the world of pre-visualization. At the cutting edge of it all, we are seeing post houses pitch on exciting jobs where they’re looking to incorporate machine learning into their creative workflows. We expect this to ramp up in the next year.
1. Ad campaigns go Social First
Advertising almost exclusively on social media is nothing new for smaller brands and those MLM pests from high school you’ve had to mute from your feed. In 2023, we are seeing practically all of the gigantic brands rolling out social first campaigns, squarely aimed at Gen-Z.
Which is cool, because we’re also seeing a lot of interesting and diverse newer directing talent being given a shot to work with big agencies and build their reels.
We are seeing tons of campaigns without a TVC or even an OLV as part of the brief. A lot of six-second storytelling, and a lot of teaser films that lead to interesting longer-form content. And of course, a lot more campaigns being shot vertically.
In general, we are seeing more exuberant, surprising, and quirky uses of short running times. Maximizing six seconds story-bites means more transitions and more graphic uses of text.
Brands still seem to be looking for a refined and cinematic look though. Thankfully, agencies seem to be leaning away from incorporating lo-fi User Generated Content, band don’t worry, authentic is still the most bandied-about adjective.
The integration of social media influencers seems to be maturing—maybe agencies having all been a bit burnt by relying on social media stars to front campaigns, even if they do come with a pre-made audience. We are seeing much more organic non fiction work being pitched on as brands look to collaborate with interesting folks… not just famous ones.
2. Cinematic PSAs
3. Immersive Automotive Ads
In the USA, automotive advertising is becoming increasingly social first too. But in a different way. Particularly in the world of trucks and large SUVs, we’re seeing a glaring advertising trend emerge: immersive documentary-like storytelling.
Agencies seem to have figured out they can deliver their clients longer-form content that showcases all the features of a vehicle in highly watchable ways. They’ve also realized this stuff’s much more enjoyable—to make and to watch—than the usual dry and rigid explainer videos.
The big burly truck brands all seem to be tapping into niche influencers—like overlanders and off-grid adventurers. This helps them get their machines into less-filmed places. Plus, it appeals to truck-mad audiences.
4. Ads with the Sound Off
5. Anime Advertising Trends
It makes sense. With Gen-Z directors, creatives, and of course audiences coming to the fore, we’re seeing a lot of campaigns that are either anime-inspired or anime-adjacent. This is a particularly noticeable advertising trend among brands that are looking to tap into a Hip Hop and/or Reggaeton flavor. We think it’s fun and refreshing and we’re now brimming with great refs.
Expect AI to make anime an even more visible advertising trend in the next few years.
6. AI
7. Volume Studios
8. An Evergreen Advertising Trend
Or as we like to call it: The “Lurpak Look”.
The original campaign is a decade old, but it’s still consistently referenced when people need fresh look for tabletop content or to get the audience’s eyeball right up close on a device. We’re seeing a lot of exciting pitches based upon mixing probe lenses with swashbuckling drone moves and equally turvy transitions.
9. Metaverse and the Multiverse
It’s safe to say nobody in ad-land is that excited about Zuckerburg’s vision for the Metaverse. However, making virtual worlds tangible is a noticeable advertising trend. This is particularly popular in Gen-Z-targeted brands and campaigns. Mixing different animation styles in surreal ways is nothing new, but it does seem to be getting more popular. This Axe Ad is a great example of this trend.
BONUS: Also, be sure to check out the treatment we did for it too!