Exploring authenticity: Zon & Bram on the rise of documentary-style advertising

In conversation over a morning coffee, Zon van Noordwijk and Bram Koopmans, Editors at Ambassadors, discuss how documentary-style storytelling is reshaping modern advertising.

Koopmans kicks off the discussion, “In an age where information is at our fingertips and scepticism about the 'too good to be true' is high, brands that dare to bare their soul not only stand out but build trust. It's not just about selling anymore."

Van Noordwijk comments, "There's a lot of wisdom in using documentary techniques for advertising. I become so much more engaged with a brand when they provide a glimpse into their world. For instance, seeing a restaurant owner genuinely benefiting from Uber Eats not only humanises the service but also encourages peer engagement. This approach, showcasing the people and stories behind a brand, creates a real connection."

Finlandia used portraits of individualistic characters, from drag wrestlers to bear whisperers, to align its brand with the ethos of being unusual. 

Koopmans adds, “This new digital world, which encourages brands to be more transparent, also acts as a mirror. At their inception, almost all brands or companies are fuelled by passion, a passion that sometimes gets lost over the years as they morph into a profit-driven machine. As brands are forced to be more transparent, they often reflect and ask; is the passion still there all these years later or is it just about making money?”

“It's fascinating to see how some companies rediscover their passion through modern campaigns, benefiting both the brand and its customers. Thanks to social platforms like TikTok, information spreads. This offers brands a golden opportunity to embrace transparency and authenticity, to share their real stories. It's about showing the heart behind the brand, which, in turn, builds trust. While it's clear we're still in the business of selling, I believe that adding a personal, transparent touch is the key to building lasting trust with your audience."

Van Noordwijk adds, "Sports ads have long realised the power of real stories, but we're seeing this extend across various sectors. In campaigns such as Gehandicapten, the authenticity speaks volumes. 

Sports advertising has long leveraged the power of documentary style. 

"Moreover, there's room for creativity when mixing real life narratives with a hint of scripting, as seen in, for example, Johan Kramer's work," Van Noordwijk continues. This offers intriguing blends of life and art.

"The trend towards unpolished, raw imagery marks a significant shift. Incorporating analog techniques or featuring everyday people in ads resonates deeply, making the content highly relatable. It's refreshing to see ads that mirror real life, encouraging a broader audience to engage.”

"Keeping it real is important. We have to understand that the audience is not easy to fool. Is it really a documentary style or just an ad with a documentary style sauce drizzled over it? Just adding grain and an analog look does not make something real.