Forget Glossy – Gen Z Wants Ads That Look Like They Were Made in a Basement
The Death of Glossy Perfection
RIP to the picture-perfect ad. You know, those over-the-top cinematic masterpieces with airbrushed models, glittering sets, and enough post-production to make even reality blush. Once upon a time, brands would blow their entire marketing budget on high-gloss campaigns—cue Old Spice's "The Man Your Man Could Smell Like" or Chanel No. 5's fuelled with celebrities and A-Listers ads. But guess what? Gen Z isn't impressed.
Why? Because perfection is dead, and nobody's mourning. Flawless is out, messy is in. Gen Z isn't falling for the hyper-curated fantasy anymore. They grew up scrolling through TikToks filmed in cluttered bedrooms and Snapchat stories that should've stayed in drafts. Forget polished; they want Euphoria bathroom chaos, not Gossip Girl brunch elegance.
Brands are finally catching on. They're embracing lo-fi, DIY, and fun, weird ads. It's not about looking good—it's about feeling real. Think Duolingo's unhinged owl trolling your feed or Crocs teaming up with Post Malone for designs so ugly they loop back to cool. The new advertising mantra? Embrace the chaos, lean into the cringe, and, for the love of Gen Z, lose the gloss.
Distrust of Perfectionism
Gen Z is smart. They are proactive in their approach, not wanting to work overtime, refusing promotions if it's only more work for very little pay, and understanding the harm of unrealistic beauty standards and fake Instagram-perfect lives. Their focus on work-life balance is a reassuring sign for the future workforce.1
But they're not just talking—they're changing the narrative. In their world, it's not only okay to be vulnerable; it's encouraged. Seeking help and supporting each other is the new normal, and honestly, it's about time. Resilient? More like revolutionary.
Gen Z is very perceptive. They don't easily trust big corporations and perfectly timed campaigns. To them, it screams corporate manipulation. They see red flags right away. Take, for example, the annual influx of rainbow-coloured logos every June on LinkedIn. While brands plaster their Pride-themed products and slogans across social media, Gen Z is already asking the hard questions: What are you doing for the LGBTQ+ community the other 11 months of the year? Pinkwashing is a term they use a lot, and very rightfully so.
Let's not forget that they are aware of the power of social media. They've grown up in an era of cancel culture and social accountability. They know that slapping a cause on a campaign without real action behind it is just an attempt to cash in on social justice trends. And they're not buying it—literally.
For Gen Z, authenticity is very important; it's a constant, not convenience. Ads and campaigns that feel overly staged may trigger scepticism because they remind this generation of all the ways big and small corporations tried to deceive and manipulate them in the past. And they remember. They do research. To earn their trust and loyalty, companies need to go beyond these glossy promises and show receipts—real, tangible efforts that align with their messaging year-round.
Real People, Real Stories
Think Glossier and its inclusive approach to beauty—you don't have to be Marion Cotillard to use their products. It's not some elitist, over-the-top $250-for-a-lipstick schtick. People like you and me promote their cosmetics - real people, authentic individuals. This works because it ensures relatability and connects us deeper with the brand.2
Glossier also understands how this savvy generation works. They leverage the power of community and user-generated content, giving real people a space to shine and turning customers into brand advocates. Glossier enhances inclusivity in its social media content by showcasing real customers of diverse backgrounds.
ASOS is a solid example of a brand stepping up its inclusivity game. They showcase models of most shapes, sizes, and backgrounds, making it much easier to imagine how their clothes would look on your body. It's great and feels like a step in the right direction.
But let's be honest—there's still a long way to go. As a whole, the fashion industry is stuck playing catch-up when truly embracing larger body types. ASOS is ahead of the curve, but there's still so much room for improvement. It's like we're living in a world where Bridgerton gives us diverse love stories, but fashion is still stuck in a Friends episode where everyone fits into the same tiny jeans.
With the body positivity movement gaining momentum and more people opening up about eating disorders and body image struggles, brands need to step up. We must see all body types represented, not just the so-called "ideal" ones. It's 2024—let's get with the program, fashion world.
Flaws are What Makes Things Interesting
The basement-made aesthetic is all about embracing imperfections. Think raw, unpolished visuals—like Charli XCX's brat album cover. Shaky camera work, grainy footage, low lighting, and edits that look like they were slapped together in CapCut. It's basically a big middle finger to all the overly polished ads we used to see everywhere.
Platforms like TikTok and Instagram have made bedroom content the norm—literally, because a lot of it is made in someone's bedroom. By using user-generated content (UGC), brands tap into that same raw, authentic vibe, creating ads that don't feel like ads. Instead, they blend right in with the stuff Gen Z is already scrolling through. It's not just about making ads more interesting—it's about turning them into something that feels like part of the culture, not a sales pitch.
Duolingo's TikTok game is a masterclass in how to win Gen Z. Their mascot, Duo the Owl, stars in low-budget, goofy videos that look like they were thrown together in minutes. From chasing people in the office to responding to viral trends, their content feels spontaneous and unfiltered. It's wildly popular because it doesn't scream "ad"—it feels like an inside joke between the brand and its audience.
Even the big, fancy brands are getting in on it to vibe with Gen Z. Look at Balenciaga—those viral, fan-made, AI-generated "It's Balenciaga" videos on Instagram and TikTok? Yeah, the brand didn't make them, but they're smart enough to roll with it. They have embraced this awkward, dystopian style because they are aware that Gen Z is drawn to anything that is ironic and rebellious.
And let's not forget their wild collaboration with Crocs. Platform clogs?3 Stiletto Crocs? It's weird, it's fun, and it's high fashion, letting loose in the best way possible. Balenciaga proves that even high fashion can be a source of entertainment—and Gen Z is here for it.
When Brands Get It Wrong
As I pointed out before, Gen Z remembers and is very perceptive. They know when a brand is faking it. This is why brands trying too hard and getting into trends or memes they don't understand become cringey for Gen Z. It's the digital equivalent of your middle-aged uncle trying to use TikTok slang at Thanksgiving—painful. When brands lack a genuine cultural context, their advertisements can appear exploitative and out of touch. And it is not a good look.
There are many infamous examples, like Kendall Jenner's 2017 Pepsi Ad. The idea might have been to promote unity, but the execution—oh dear—completely missed the mark, trivialising severe issues like police violence and systemic injustice. After receiving backlash, Pepsi quickly removed the advertisement and released an apology. However, the harm had already been done.
When I was researching this topic, I found quite a lot of examples of brands that missed the mark. 2021 Burger King's tweet "Women Belong in the Kitchen" is another example. The tweet was part of a campaign to promote scholarships for female chefs, but without context, it landed like a bad punchline in a Mad Men episode. It was sexist and clickbaity. It's also worth mentioning that it was posted on International Women's Day.
Thinking about more recent ads - Zara comes to mind. Remember this 2023 advertising campaign that featured mannequins with missing limbs, wrapped with white sheets and surrounded by rubble? Yup. That happened. It did automatically make you think about conflict zones, particularly the Israel - Gaza war. If this doesn't scream insensitivity, then I don't know what is. Zara, of course, removed the images from all their channels and apologised.
What Brands Can Learn
These examples highlight one big takeaway: you can't fake authenticity and shouldn't try to do that. Gen Z has a very finely tuned BS radar. If brands want to avoid being called out and genuinely connect with Gen Z, they must go beyond the surface-level attempts to jump on trends. It's not enough to just toss a few memes into your marketing plan and call it a day.
Think of it like this: trying to "act Cool" without really understanding the context is Steve Buscemi in 30 Rock saying, "How do you do, fellow kids?"—it's awkward, it's forced, and it completely misses the mark. Gen Z doesn't want brands awkwardly trying to fit in—they want them to be authentic and genuinely stand for something meaningful.
To really connect, brands need to understand the culture, listen to the right voices, and show up in a meaningful way. When in doubt, take a step back and listen instead of trying to dominate the conversation. Social media gives you constant, real-time feedback—use it. Join conversations, uplift communities, and make sure you're giving credit and space to the voices that matter.
AI Meets Lo-Fi
Let's talk about the elephant in the room now. How can lo-fi coexist with AI and all of these emerging new technologies? Advanced tools can already simulate human-made content like shaky camera movements, grainy textures and all the other imperfections. AI democratises lo-fi creation, allowing brands to tap into this aesthetic without needing any specialised equipment or skills. This means anybody can produce authentic-looking content like that. CapCut filters, Instagram pre-made texts and stickers are already there and can significantly help.
AR technology can also play an important role in enhancing lo-fi advertising. Imagine this feeling of nostalgia when you use augmented reality filters that mimic a retro aesthetic. This can be an immersive way for brands to mix old school vibes with modern tools.
But, there is, of course, a bad side - if we ask an algorithm to create for us, it can lose the raw, human touch that made this aesthetic so appealing in the first place. Are manufactured flaws still authentic? If not used thoughtfully, AI-generated lo-fi can start to feel like another mass-produced trend. What was once unique and genuine will feel bleak.
The Basement is the New Studio
So, are the days of glossy, hyper-produced ads over? For now. Younger generations, especially Gen Z, crave authenticity and connection over flawless-but-not-so-authentic content. This shift isn't limited to advertising; it's reflected across social media, entertainment, and even personal branding. We see that happening with popstars already.
While lo-fi may be just a trend—and trends, as we all know, come and go—it has already left a mark on advertising and the social media world. It pushes brands to think deeper, prioritise community, and, most importantly, embrace imperfections. Isn't this what brands should want and where the magic happens? When audiences can see themselves and relate to the stories brands are trying to tell, they become loyal customers.
Hopefully, we can see lo-fi not just as a passing phase, and these important core values—authenticity, relatability, and imperfection—are here to stay. Sometimes, the most memorable content comes from embracing the flaws, because flaws are what make us interesting.
Catch you next time,
Marta
Subscribe to our paid tier on Substack for exclusive perks, including:
Monthly deep-dive articles.
Access to our free resources.
Behind-the-scenes content from our team & more!
😏 Still Not Subscribed?
Let’s be real—you know you want more. Don’t miss out on exclusive content, killer tips, insider creative knowledge and free resources.
Because, honestly, FOMO is real and you deserve better. 💥
great insights! love the way you portrait Gen Z and their perspective on ads!
Great insights! I also wrote on this topic and found a lot of similarities! Happy to share