{"id":8258,"date":"2020-10-08T14:09:21","date_gmt":"2020-10-08T14:09:21","guid":{"rendered":"http:\/\/localhost:10151\/?p=8258"},"modified":"2020-10-09T14:09:56","modified_gmt":"2020-10-09T14:09:56","slug":"people-are-doing-everything-they-can-to-avoid-ads-so-brands-like-kitchenaid-verizon-pg-and-jj-are-producing-more-long-form-documentaries","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/people-are-doing-everything-they-can-to-avoid-ads-so-brands-like-kitchenaid-verizon-pg-and-jj-are-producing-more-long-form-documentaries\/","title":{"rendered":"People Are Doing Everything They Can to Avoid Ads, So Brands Like KitchenAid, Verizon, P&G, and J&J Are Producing More Long-form Documentaries"},"content":{"rendered":"

Brands including KitchenAid, Verizon, and Procter & Gamble are producing more documentaries than ever.<\/p>\n

Their popularity is due to streaming’s growing popularity, the rise of purpose-driven marketing, and viewers’ growing dislike of interruptive ads.<\/p>\n

Filmmakers, directors, and streaming platforms have also become more receptive to working with brands.<\/p>\n

The trend has accelerated during the pandemic and could pose another threat to traditional TV ads and ad agencies as some brands bypass them to work directly with platforms and production companies.<\/p>\n

Last month, KitchenAid released its first documentary, “A Woman’s Place,” a 30-minute film that follows three female chefs who overcome bias in the male-dominated culinary industry.<\/p>\n

“We looked at a plethora of issues and landed on this because it ties really well to our brand purpose of creating possibility in the kitchen,” said Robert Sundy, head of brand and creative at KitchenAid’s parent company Whirlpool. “There’s an increasing expectation [from consumers] that brands have shared values and purpose \u2014that’s what drives loyalty and engagement.”<\/p>\n

KitchenAid isn’t alone. The rising adoption of over-the-top streaming, growth of purpose-driven marketing, and increase in ad-skipping had led more brands to get on the documentary bandwagon. For instance:<\/p>\n