Why Ad Agencies Are Getting Real With Ads

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Advertisers and marketers are always looking for new trends so they can be first to ride the up swell in desire - desire that can be channelled into their products. Now big brands are hoping that since everyday people are becoming 'desirable' through reality TV the time is right to show everyday people instead of models in ads.

What does Dove, Nike and A French car have in common?

If you've been watching TV ads then you'll know that the common denominator associated with these diverse products is they're using real, down to earth normal people displaying normal body parts.

"Everyday people are the new celebrities," says Nathan Coyle, Senior strategist at Brain Reserve in New York. "Marketers are shifting their focus from women who are unattainable to women who are attainable."

The shift towards showing everyday women in the Dove ads being shown in Europe, USA and South America have not gone unnoticed by Madison Avenue according to Stewart Elliot writing in the business section of "Times Digest."

It seems that using everyday, reachable and identifiable people in ads is not just a casual experiment. Whether it's Dove soap showing everyday women, Nike ad campaign for exercise gear glorifying body parts or the French car ad showing oversized derrieres, ad agencies are getting real about ads.

It remains to be seen whether big brands are really serious about using everyday people in ads rather than professional models and whether this recent shift is a casual experiment or a serious attempt to channel mass desire into their products.

According to Kaplan Thaler, CEO of ad agency owned by Publicity Group, "Women are the majority, and major consumers, so it makes sense using ordinary women is ads."

Nathan Coyle says, "Your neighbors, everyday people are the new celebrities and reality TV is the driver."

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