The anti-advertising trend: why it is gaining popularity

AFFHUB is here! We continue to talk about anti-advertising. 

Why are we paying so much attention to this particular issue?

It’s actually quite simple. The anti-advertising trend has taken quite a high position in the world of promotion. At first glance, it seems “crude” and meaningless, but in reality, it is the very “hook” that attracts more user attention than a perfect picture.

In this article, we will talk about why anti-advertising has become a trend, how it captures the audience’s attention, which brands it suits, and more.

Let’s figure out why cringe = good conversion 🚀

What is anti-advertising?

Anti-advertising is, in essence, the same as advertising, but with a slightly unconventional approach. It plays on contrast, absurdity, and things that don’t match the standard images that users are used to seeing every day. The goal here is to attract attention through cognitive dissonance.

We’ve already written an article about why cringy advertising converts and how cognitive dissonance works.

What can anti-advertising look like?

• An annoying banner that makes no sense. Its content is so strange that it either makes you laugh or angers you. In the end, it doesn’t matter, because it still attracts attention and leaves no one indifferent.
• A “broken” post. For example, a post that contains a link, but it doesn’t work. Or a truncated headline or part of an interesting text. 
• An empty billboard with nothing on it. Yes, no text, no pictures 😉. 
• A video in which nothing happens. For example, a blank background or no sound, and then at the end a small phrase pops up with a hint of an offer/brand.
• Deliberately unclear text. It’s like “we’ll start, and you continue.” There is a beginning, and the user has to figure out the rest for themselves. Accordingly, they hold their attention because they are trying to understand what exactly they wanted to convey to them and whether they missed anything. 

Why does anti-advertising work?

Firstly, it works because it breaks the mold. Even if users don’t like such advertising, it still attracts attention and raises many questions.

Here are the main reasons why it works:

Intrigue and engagement

This is when the essence of the advertisement is not entirely clear, and the human brain automatically begins to come up with some logical conclusion. 

A person may not plan to do this, but as a result, they still try to figure out the meaning of the ad. In this way, the consumer becomes an “accomplice” and interacts more with the post than when they are in the position of an “observer.”

Attention overload

It is not surprising that this happens, since almost everyone is used to seeing advertisements on social media, on TV, on the street, etc. The thing is that all these advertisements, which everyone is used to, are more or less the same. Habituation turns into ignorance. It no longer arouses interest, and most users simply “pass by.”

Therefore, when anti-advertising suddenly appears — a banner that does not fit into people’s standards for advertising at all — things improve significantly. People pay attention to it because it is something unusual (although sometimes annoying).

It doesn’t sell directly — it emphasizes feelings

Yes, the purpose of advertising is to sell a product. However, this is a familiar pattern that has become quite tiresome, and few people are taken in by it. Therefore, it is important to focus on feelings first and foremost. Make users feel that they are understood. The same imperfect image creates the appearance of something “close in spirit” rather than a “magazine cover.”

Minimalism is emptiness

Previously, the scheme of creating the most flashy banners with large bright captions, promotions, effects, etc. worked well. However, now the world loves minimalism. 

Minimalism is about taste, style, and conciseness. So, you won’t make a headline half the size of the banner, draw a neon frame around it, or write “100% DISCOUNT” in capital letters. You will present everything simply, but with taste. That’s what will catch the eye.

The main feature of anti-advertising is that it does not scream at people to buy a product. It simply exists without pressure or excessive imposition.

The message is: “We are not chasing after you. If you are ready, you will notice us.”

What are some examples of anti-advertising?

We have several examples where global brands have proven that anti-advertising is a top strategy that really works.

Coca-Cola — an empty billboard in central London

In 2018, Coca-Cola launched a bold campaign in Piccadilly Square in London. The screen displayed only a blank red background with the brand’s signature wave: no logo, slogan, or any other details. Just the color and silhouette that are impossible not to recognize.

It went viral very quickly. People started taking pictures of the billboard, posting them on social media, making various guesses, and so on. And the media called it “invisible advertising.” It all looked like a confident statement from the brand: Coca-Cola is so well-known that it doesn’t even need to “name” itself — everyone immediately understands who it is.

Diesel — “Go with the flaw”

Diesel’s “Go with the flaw” campaign emphasized imperfection, awkwardness, and sincerity: the video featured models who were far from ideal, deliberately “crooked” font, and random shots.

The message was clear: Diesel clothing is not about status, but about being free and staying true to yourself. This approach resonated with young people who were tired of the “glossy” perfection of social media and helped the brand revamp its image.

HBO streaming — Game of Thrones teaser

Before the premiere of one of the seasons of Game of Thrones, HBO presented a teaser that looked more like a technical error. For ten seconds, viewers saw only a black screen. No titles or images — just silence, in which attentive listeners could hear the crunch of snow and the breath of a dragon.

This minimalist video received millions of views and sparked heated discussions. A multitude of different theories began to appear on Reddit — all because no one actually saw anything. It was the absence of footage that created even more intrigue and only heightened expectations.

Who is anti-advertising suitable for?

Anti-advertising only works if you know your audience and brand positioning well. Not everyone can profit from “playing silent.” 

For an “anti-advertising” strategy to work, you need to know your audience and brand position well. Understand that this format won’t work for everyone, and that’s okay.

In general, it is suitable for:

Top brands

With the help of anti-advertising, they further emphasize their confidence and elitism (remember the example with Coca-Cola). There is a certain charm to this. The brand shows that it does not chase after users’ attention and is able to attract it unobtrusively, easily, and simply.

Newcomers

This works well with new brands because strange and somewhat incomprehensible advertising helps attract more attention. The audience begins to take an interest in the brand, look for answers, etc. This format will also appeal to young people who greatly appreciate ironic presentation and similar “chaos.”

Creative agencies and IT products

In this case, breaking away from templates helps brands show their position: “We are not like everyone else.” In this niche, thinking outside the box and creativity are especially valued, so you can “play” with creativity as much as you want.

Anti-advertising helps emphasize the originality of the product and the brand as a whole. So it’s a great idea for both beginners and professionals with years of experience.

In general, the anti-advertising strategy works where there is a loyal community. If you feel that your brand’s audience is just like that, then you can safely use this technique. With its help, you can create something like a “local meme” or something similar. Then your fans will support it and maybe even start spreading it.

In conclusion

Anti-advertising is a technique that has long been actively promoted by both small and large global brands. Sometimes we think that advertising should be like everyone else’s because “that’s the norm” or “that’s what everyone else does.” But we hasten to say once again that this is a rather mistaken position.

Good advertising is about creativity. And creativity is not always about perfection. 

Anti-advertising can be so absurd that it causes a lot of dissatisfaction among the audience, but it will definitely not go unnoticed.

Alternatively, anti-advertising can help brands show the world their originality and confidence, which will generate even more admiration and interest.

The main thing is to know the characteristics of the audience and who to show which format to. There are people who will not understand the conditional “silence” or “emptiness,” and there are those who will be even more intrigued by it and will think and guess what it was and what will happen next.