Notebook
May 2, 2025
In today’s fast-paced and hyperconnected world, consumers crave authenticity. Gone are the days of overly polished and scripted commercials. Instead, brands are embracing real-world experiences and documentary-style storytelling in their video advertising. This trend reflects a shift toward truth and relatability—qualities that resonate deeply with modern audiences.
Real-world advertising connects with viewers on an emotional level by showcasing genuine stories, people, and experiences. By leaning into truth, brands not only build trust but also stand out in a crowded digital landscape. Here are three outstanding examples of how documentary-style ads have made a lasting impact:
Nike – “You Can’t Stop Us”
Nike’s split-screen ad masterfully weaves real-world footage of athletes overcoming challenges, celebrating diversity, and pushing boundaries. The ad’s raw emotion and emphasis on perseverance remind viewers that sports unite us, even in difficult times.
Airbnb – “Made Possible by Hosts”
Airbnb’s series of ads highlights real travelers and hosts sharing heartfelt stories of connection and belonging. By focusing on genuine experiences, the brand reinforces its mission of creating meaningful human connections through travel.
Apple – “The Underdogs”
Apple’s short film-style ad follows a team of everyday workers tackling a work project under pressure. With an authentic look into office life, humor, and relatability, it shows how Apple’s products empower creativity and innovation in real-world situations.
Conclusion
The trend toward real-world experience in video advertising is here to stay. By grounding their stories in truth and showcasing genuine human experiences, brands can foster deeper connections with their audiences. To stand out in today’s market, embracing authenticity isn’t just a choice—it’s a necessity.