Value alignment in advertising

Storytelling is still present in advertising stories. Many were based on families and the heroism of social actors, such as doctors or food delivery people. The vulnerability caused by isolation focused on feelings like: companionship, comfort, encouragement, optimism and bonding. However, a critical sector discredited these strategies since they came from products such as junk food or soft drinks. Even if sentimental advertising still works, it needs to be aligned with values that go beyond what is sensible and what moves.


The newest digital platforms are setting the rhythm of advertising: the good moves of Instagram are overshadowed by the TikTok strategies that go from viral challenges that involve people of all ages that are not focused on the benefits of the product, but on its appearance in different scenarios and by different actors. They support brand awareness effectively. 


The recommendation of search-based products loses effectiveness. In times of hyper digitalization you no longer look for things that you need but you also browse, check and waste some time… a click is not only a synonym of desire but also a synonym of boredom so not everything is the algorithm. TikTok is efficient because it anticipates desire.


Post-covid narrative strategies should not only impress the clients, but involve them since the idea of prosumers will become stronger. If at one point it seemed that influencers no longer had much to say, the adoption of trends will depend on their image, their association of values and their presence.