Ad Age featured an article with 60 predictions for commercials/advertising in 2025. You have to pay for access to this, BUT I read through all 60 and pulled out the highlights! I also explain how we can apply these predictions to our voice over performances.
COMMERCIAL VIBES 2025
“Raw, real, messy, unhinged,” says Jason Musante, Exec Creative Dir Glow
Have you seen Nutter Butter’s (yes, that delicious cookie) Tiktok page? If you haven’t, check out screenshots of their posts below. Unhinged is the best way to describe it and it’s gotten so much buzz! Several creative directors mentioned it as a leading commercial vibe for 2025.
“Mascots are back, jingles are in. Talking animals reign supreme.” Ben Grossman, Doner Agency President
Across the board, everyone said that consumers are seeking moments of levity and joy. Brands will be creating more fun, weird, joyful campaigns with lots of laughs.
Advertisements will seek to answer this question, “How quickly can you make me laugh, solve my problem and look cool doing it?”
COMMERCIAL TOPICS and FORMATS in 2025
Several creatives said there will be more focus on women’s sports in 2025. With the World Cup in 2026, expect to see a lot of that in commercials this year.
Agencies also believe clients/brands will ask for longer formcontent in 2025. Instead of trying to buy ad space on a streaming platform or social media, they want to create their own content specifically for their customers and community.
COMMERCIALS and AI in 2025
“AI Ad experiments went sideways in 2024,” says Julianna Cobb, Head of Creative 72 and Sunny NY.
While many creatives experimented with AI in 2024, in 2025 they’ll use AI as a tool and not a replacement in advertising. They continue to seek mastering interplay between human intuition and machine intelligence to create ideas that are personal at scale.
Whether this rings true for brands, ad agencies see the value of craft over commodity and focusing on human truths in advertising.
