The Impact of Using Real People vs Actors in Advertising Campaigns

Image Courtesy: JLB Media

More and more advertising campaigns have featured real people in recent years. While brands still employ celebrity endorsers and commercial actors, they are increasingly opting for real people to make their commercials more authentic and compelling. This raises an important question: Are actors or real people more effective at reaching consumers?

Commercial Actors

Filming commercial actors can be more efficient than filming real people. Since they are well-versed in the production process and delivering lines to the camera, actors can take directions quickly and won't get nervous working in front of a film crew. In addition, commercial actors are trained to express emotions effectively, so less coaching is required from directors. Working with professionals can make ads easier and quicker to produce.

However, it can be hard to portray authenticity with professional actors as they are always — by definition — acting. Since actors aren't always customers of the brand they're promoting, there can be a lack of credibility and sincerity in the commercial. Actors may know a lot about acting, but they are not guaranteed to know much about the brand. Scripted lines and staged emotions can affect how consumers perceive and connect with the brand.

Real People

Brands enlist real people when they want to capture authenticity on-screen. The aim is to create ads that foster a genuine connection between the brand and its consumers. When deciding which brands to support, 90% of millennials say that brand authenticity is crucial, according to a Social Media Today survey. Similarly, according to an international study conducted by The Center for Generational Kinetics, 82% of Gen Z prefer authentic brands and trust a company more if it uses images of real customers in its advertising.

Still, using real people can have disadvantages as well. Because real people lack the training that actors have, ads featuring real people may not always have the best screen presence or delivery, compromising the quality of the ads.

To capture authenticity, people need to feel comfortable on set. As such, the film crew needs to allow extra time for people to ease into the filming process, as non-actors might be nervous in front of cameras. Non-actors also require more coaching to adjust to being filmed. As a result, it can be more time-consuming to film with real people than with actors.

Using an Actor: Putting a Face to a Brand

Progressive Insurance's approach to connecting with consumers uses a loud, bubbly actor as its spokesperson. Actress and comedian Stephanie Courtney plays Flo, a character who preaches all the ways Progressive can help save customers' money. Since Courtney's debut as Flo, Progressive's business has increased from $13.6 billion in 2008 to almost $30 billion a decade later, so it’s clear that using an actor as a spokesperson has been very successful. As a comedian, Courtney is well-versed in improv and coming up with zingers, making Progressive's commercials more memorable for viewers. Her acting experience means she knows exactly how to make a strong impression. Flo's signature all-white uniform and bouncy hair instantly make her recognizable, building brand awareness. When people think of Progressive, they likely think of Flo first.

Although using an actor means achieving an emotional connection with consumers is harder, it doesn't mean it's impossible. Progressive's primary goal is to make the brand memorable and generate attention by putting a face to the brand, and the use of an actor achieves that.

Real People, Real Connections

Dove, a global brand with products spanning from soap bars to shampoo, is known for using real people in their commercials. In April 2022, Dove released a #DetoxYourFeed campaign for their Self Esteem Project, which explored the impact of beauty advice on social media on female teens. Dove enlisted real mothers and daughters to illustrate the potentially dangerous effects of social media by deepfaking or digitally altering each mom to give harmful health and beauty advice. The mothers' and daughters' reactions to the deepfakes are honest and natural, and exactly how people offscreen would react. As such, this campaign is relatable and relevant, successfully tugging on viewers' heartstrings and amplifying Dove's goal of building girls' self-esteem and confidence.

Dove's mission and marketing strategy revolve around changing the status quo and empowering women. What's a better way to achieve that than by hearing from women themselves? Using real people in this campaign shows the genuine care and connection Dove wants to establish with its consumers.

Dove's campaign is powerful because it showcases real, authentic people and their unfiltered thoughts. This allows for a deeper connection with consumers and a message that resonates more profoundly.

The Bottom Line

Using real people or actors in commercials both have benefits and drawbacks. If the goal of the ad is to create an emotional connection with consumers, using real people may be a better choice. However, using actors may be the better choice if the goal is to be memorable and build brand awareness. Ultimately, using actors or real people can both be effective and successful; it all comes down to what the brand wants to achieve.

Angela Chiang