There was once a time when advertising depicted a world that was bolder, more inspiring, more adventurous, more dramatic, more of everything; a vivid world of hyperbolic over-promise. But with the advent of smartphones, digital video and social media, real life has been revealed as infinitely more interesting than most advertising could now ever hope to be.

Take, for example, that early social media star cat dressed in his shark costume, chasing a duck, on a Roomba, around a kitchen. You’d be hard pressed to find a creative team that could magic up something as charming, out there, hypnotic and strange. And you be even more hard pressed to find a corporation that might commission such a scene in the service of their brand. And that was 10 years ago.

Advertising has been a part of our lives for as long as we can remember. We see it on television, billboards, magazines, newspapers, and now on every social media platform. It has the power to influence our thoughts, actions, and decisions. However, despite the money spent and the effort put into making advertisements captivating, there is something that is inherently more compelling than any ad out there — real life.

Real life is unpredictable, raw, and authentic. It has the power to evoke real emotions and leave a lasting impression on us in a way that most advertising simply cannot. Real life is not staged, scripted, or edited to perfection. It’s the ups and downs, the successes and failures, the darkness and light, joy and heartbreaks of everyday life that make it so compelling.

Real-life experiences are not designed to appeal to our emotions or senses; they simply happen. They are unique, and each one has its own story. For example, the sight of a breathtaking sunset, the taste of a delicious meal, the feeling of love, the sound of laughter, or the tears of joy that come with a graduation or wedding ceremony are all experiences that are more compelling than any advertisement out there.

Real-life stories have the power to move us and connect us in a way that advertising cannot. While many ads written to appeal to our emotions, they can never truly replicate the poignant authenticity of a real-life true story. They are often more relatable and have the capacity to make us feel like we are not alone in our experiences. A great example of this is the recent surge in popularity of real-life documentaries and reality shows. These shows are not scripted, and they give us a glimpse into the lives of real people with real struggles, successes, and failures.

One such show that has gained immense popularity over the years is “Keeping Up with the Kardashians.” While many critics argue that the show is nothing more than a scripted reality show, it has undoubtedly been successful in capturing the attention of millions of viewers around the world. The show’s success is not just due to the fame and fortune of the Kardashians but also because of the relatable real-life experiences that they go through, from family dramas to career successes and failures.

Another example of the power of real-life stories is the rise of social media influencers. Influencers have gained a massive following on social media platforms, and they have the power to influence the purchasing decisions of millions of people around the world. What sets them apart from traditional advertisements is their authenticity. They are real people sharing real experiences, and their followers can relate to them on a personal level.

Real-life experiences can also be powerful tools for brands and businesses. A great example of this is Dove’s “Real Beauty” campaign, which was launched in 2004. The campaign focused on real women with real bodies, challenging the conventional beauty standards that were set by the media. The campaign has been a huge success and has helped Dove increase its market share substantially.

Real life is more compelling than most advertising because it is raw, authentic, and unpredictable. Real-life experiences have the power to evoke emotions and leave a lasting impression on us in a way that advertising cannot. They are often relatable and can make us feel like we are not alone in our experiences. While advertising may be effective in influencing our thoughts, actions, and decisions, it can never truly replicate the authenticity of real-life experiences. As such, real life will always remain the most compelling and authentic story we can experience. Lord Byron was dead right when he remarked, “the truth is stranger than fiction.” And this is what every brand is now competing with for our ever-more-scarce attention. Not other brands’ content. But rather the contents of life itself.