Celebrating self-expression
Another finding by the AI was the “richness of human experiences”—go figure.
For instance, Tissot’s “Off the Cuff” ad, which featured Generation Z characters showcasing their unique makeup and hairstyles, has more than 42 million views over the past year. In addition, Audi’s “Living Progress” ad with singer and songwriter Jorja Smith is another standout.
Using storylines to reinforce community
According to Nelson-Bogle, ads are using storytelling to reinforce community and connection. For instance, a Nintendo Switch campaign shows how “Sisters” form a bond over Super Mario. The spot inspired effusive comments, reinforcing how Nintendo is a family-focused company. Meanwhile, Nelson-Bogle also points to a YouTube Shorts ad from BMW showing a lifetime bond between a father and son.
Fantasy sparks consumer imagination
Throughout the findings, many ads utilized wonder and fantasy to fuel imaginations, and Nelson-Bogle noted how Korean hotel and travel booking platform Yugiohtae showcased “dreamlike and magical backdrops” on its way to gaining 23 million views and 1,200 comments. Meanwhile, an ad for Pedigree, “Feed the Good,” promoted dog adoption—and extraterrestrials—while gaining 10 million views.