According to VML Intelligence 2024 survey, 82% of global respondents say that they prefer advertising that is humble and does not make grandiose claims. Brands are responding with relatable and humorous campaigns that leans into the everyday and engages people with its sense of recognition.
“I wouldn’t come here, to be honest,” begins Visit Oslo’s 2024 campaign “Is it even a city?” The spot features Halfdan, a jaded 30-something Oslo resident, bemoaning the city’s lack of “exclusiveness,” against the backdrop of the destination’s inviting vistas. “It’s not exactly the Mona Lisa,” he deadpans, against the backdrop of Edvard Munch’s The Scream in the city’s National Museum (which is notably devoid of crowds.) The tongue-in-cheek approach reflects how younger travelers are looking for more authentic, less mass tourism—60% of gen Z prefer “untouristed” destinations. As of December 2024, the ad had garnered almost 900,000 views on YouTube.
