Advertising is an ever-evolving art, but the fundamental principles of persuasion remain the same. A well-crafted commercial captures attention, engages emotions, and most importantly, drives sales. The challenge for brands in 2025 is to create commercials that not only stand out in an oversaturated market but also resonate with audiences on a deeper level.
This article explores ten proven commercial formats—Humor, Slice of Life, Testimonials, Demonstrations, Problem-Solution, Talking Heads, Iconic Characters, Reasons Why, News Hooks, and Emotional Appeal—and how they can be adapted to today’s fast-changing consumer landscape.
1. Humor: Making Brands Unforgettable
Humor has long been a powerful tool in advertising, but in 2025, it’s no longer just about being funny—it’s about being culturally relevant and brand-appropriate. Successful humorous ads today lean into memetic culture, social media trends, and real-time interactions to create shareable moments rather than just scripted jokes.
Brands like Wendy’s and Duolingo have set a precedent by integrating humor into their marketing strategies, using wit and sarcasm to create viral social media moments. However, humor must be inclusive and non-offensive, as today’s consumers are more sensitive to messaging that may alienate certain groups.
Key Takeaway: Inject humor that aligns with your brand personality while being socially aware and adaptable to current cultural trends.
2. Slice of Life: Storytelling That Feels Real
In the age of TikTok and real-life content, the “Slice of Life” commercial remains one of the most effective ways to connect with audiences on a human level. These ads showcase everyday moments, demonstrating how a product fits seamlessly into the consumer’s life.
Brands like Apple and IKEA frequently use this approach, creating vignettes of real-life scenarios that highlight how their products solve everyday challenges. The modern take on this technique involves user-generated content (UGC)—leveraging real customer videos to tell authentic, relatable stories.
Key Takeaway: Use natural, everyday scenarios that consumers can see themselves in, while integrating authentic voices from real users.
3. Testimonials: The Power of Social Proof
Testimonials remain one of the most trusted forms of advertising, but in 2025, consumers want more than scripted endorsements—they crave raw, unfiltered honesty. Influencer marketing and micro-testimonials from everyday users have overtaken traditional celebrity endorsements in terms of credibility.
Platforms like Instagram Reels, YouTube Shorts, and TikTok have given rise to real-time, interactive testimonials where audiences can engage directly with customers sharing their experiences. Successful brands curate video reviews, social proof snippets, and live Q&A sessions to build trust and transparency.
Key Takeaway: Encourage real customers and influencers to create unscripted testimonials that feel natural, engaging, and interactive.
4. Demonstrations: Show, Don’t Just Tell
With decreasing attention spans, today’s consumers need to see proof fast. The most effective commercial demonstrations in 2025 are short-form, visual, and interactive. Live demonstrations on platforms like TikTok, Instagram Live, and interactive AR (Augmented Reality) filters allow consumers to engage with the product in a virtual space before purchasing.
Brands like Dyson and Tesla have successfully used live product demonstrations to showcase features and benefits, proving their superiority through compelling visuals and technical explanations.
Key Takeaway: Incorporate interactive and visual-first demonstrations that allow customers to experience your product in real-time.
5. Problem-Solution: The Timeless Blueprint
One of the most straightforward and effective ad structures is the problem-solution format. In today’s digital-first world, however, this technique has evolved into a customer-first approach, where brands showcase how their product genuinely improves the consumer’s life.
Companies like Headspace and Calm (mental health apps) have embraced empathetic advertising, focusing on storytelling that acknowledges real-world struggles while offering a tangible solution. Consumers appreciate brands that understand their pain points rather than just pushing a sale.
Key Takeaway: Frame your product as a companion on the customer’s journey, demonstrating empathy and clear, actionable solutions.
6. Talking Heads: Authority and Expertise in a Distrustful World
“Talking head” commercials—ads where someone directly addresses the audience—were once dismissed as dry and uninspiring. However, in the age of misinformation and AI deepfakes, consumers crave authentic experts who provide reliable information.
Today’s most successful talking head commercials feature scientists, doctors, industry professionals, or well-informed brand representatives who can explain complex ideas in simple, engaging ways. Brands in healthcare, finance, and technology are especially benefiting from this approach.
Key Takeaway: Use credible experts who can simplify complex information while maintaining genuine trust and authority.
7. Iconic Characters: Creating Brand Mascots That Last
While humor relies on momentary wit, character-driven commercials have the power to create long-lasting brand mascots that become synonymous with the company. The best characters—like Geico’s Gecko, Progressive’s Flo, or M&M’s talking candies—transcend advertising to become pop culture staples.
In 2025, animated characters powered by AI and interactive voice assistants are making waves in marketing. Companies like Coca-Cola and McDonald’s are experimenting with AI-generated mascots that consumers can interact with via smart assistants and AR experiences.
Key Takeaway: Create relatable, memorable characters that live beyond commercials and become engaging, interactive brand personalities.
8. Reasons Why: Persuasion Through Logic
The “Reasons Why” format appeals to rational decision-making, using compelling arguments to explain why a product is the best choice. This technique works well in industries where consumers seek fact-based purchasing decisions, such as tech, finance, and healthcare.
Modern consumers, however, need more than just a numbered list of features—they expect proof. Commercials should integrate side-by-side comparisons, expert reviews, and compelling data points to strengthen credibility.
Key Takeaway: Instead of just listing benefits, showcase comparative proof and data-driven advantages in an engaging format.
9. News Hooks: Tapping Into Current Events
Advertising that aligns with timely news and cultural moments has a unique power to engage and mobilize audiences. The key in 2025 is to avoid forced brand activism and instead focus on authentic contributions to relevant conversations.
Brands like Patagonia and Ben & Jerry’s have successfully integrated news-based messaging in a way that feels genuine, not opportunistic. Meanwhile, fast-food chains like Burger King have used playful news hijacking to remain culturally relevant.
Key Takeaway: Use current events in commercials thoughtfully and authentically, ensuring alignment with brand values.
10. Emotion: The Deepest Connection
More than any other technique, emotionally-driven commercials have the power to leave a lasting impact. Whether joy, nostalgia, fear, or inspiration, emotional storytelling taps into our core human experiences.
Brands like Google, Nike, and Airbnb have mastered cinematic, heartfelt storytelling, crafting mini-movies that transcend traditional ads. Music, slow-motion cinematography, and real human stories are the key ingredients of an effective emotional campaign.
Key Takeaway: Tell real, heartfelt stories that resonate deeply with your audience, ensuring they feel a genuine emotional connection.
Final Thoughts
Crafting a commercial that sells in 2025 requires more than just traditional techniques—it demands cultural awareness, digital integration, and emotional intelligence. By choosing the right storytelling format and adapting it for today’s fast-paced media landscape, brands can capture attention, foster trust, and drive long-term loyalty.
Which of these formats aligns best with your brand’s identity? The most successful commercials often blend multiple approaches, ensuring a balance of humor, authenticity, and persuasion.