Authenticity has long been a buzzword in marketing, but with 51% of people saying that less than half of brands create ‘authentic’ content, there’s a significant disconnect with audiences. Canvas8 spoke to Dr. James Oakley to find out what factors affect whether something is seen as genuine.

In a bid to adhere to its brand ethos of remaining ‘unfiltered’, cider company Angry Orchard has released a commercial that was shot in just one take. As people become increasingly averse to advertising, Angry Orchard’s simple approach aims to cut through the noise by coming across as authentic.

Pizza chain Little Caesars has created an ad to highlight its move into delivery, which debuted at Super Bowl LIV. Depicting a highly-strung CEO pushed to his breaking point, the satirical humor will likely resonate with both convenience food fans and those skeptical of corporate powers.

Many brands recognise that evoking laughter is a sure-fire way to get people’s attention – but that’s easier said than done. Canvas8 spoke to Caleb Warren, a marketing professor at the University of Arizona, to learn about the difficulties of using humour in ads and how this impacts brand loyalty.