Consumers are tired of polished, unrealistic advertising. A 2017 study of 1,000 UK adults found that 47.4% prefer ads featuring ordinary real people over celebrities (17.2%) or actors (7.1%). The same survey showed that 57.6% feel a stronger connection to ads with real people, and 62.3% believe a brand using real people is more likely to understand its customers. These numbers make a clear case: featuring real customers in your ads can cut through the noise and build genuine trust.
But there is a catch. Many campaigns marketed as “real people, not actors” actually use professional actors who are also customers, or they script conversations so heavily that the authenticity evaporates. The line between genuine and manufactured is thin. To get it right, you need a thoughtful approach to casting, scripting, and transparency.
Why Real Customers Matter in Advertising
The preference for real people is backed by data. In the same UK survey, 48.3% of respondents said they are less likely to buy from a brand that uses unrealistic characters in ads. Real customers signal that a brand has nothing to hide. When people see someone like themselves in an ad, it reduces skepticism and increases relatability.
| Type of Person in Ad | Percentage Who Prefer This Type |
|---|---|
| Ordinary real people | 47.4% |
| Celebrities | 17.2% |
| Actors | 7.1% |
These preferences are especially strong for products where trust is critical, such as health, beauty, and financial services. When a real customer endorses a product, the endorsement feels earned rather than bought.
How Major Brands Have Done It
Two well-known campaigns illustrate the range of approaches to featuring real people.
Bumble’s #FindThemOnBumble
In 2018, Bumble launched a campaign costing several million dollars that featured 112 real users. Some of those individuals were also actors or models. The campaign focused on real success stories from the dating app, but the casting blurred the line between authentic customer and professional performer. For a brand like Bumble, the blend allowed for high production value while still delivering genuine testimonials.
Dove’s Real Beauty Campaign
Dove has long taken a stricter approach. The company explicitly states that its commercials feature real women, never models. This policy has become a hallmark of the brand’s identity. By refusing to use professional actors, Dove reinforces its message that beauty comes in all shapes, sizes, and ages. The authenticity of the women in its ads has helped the campaign become one of the most recognized in advertising history.
These two examples show that there is no single right way. What matters is that the individuals are genuine customers of the brand, not just faces hired off a casting site.
Finding and Vetting Real Customers
Real people in commercials are often recruited through the same channels as professional actors. Standard casting agencies post roles, and applicants are vetted for their appearance, comfort on camera, and ability to deliver lines naturally. They are given scripts and paid for their time.
Some companies specialize in finding non-actors. GENUINE Real People Casting has been locating emotionally resonant stories for global consumer brands for over 30 years. Their approach focuses on real-life experiences rather than acting ability. For a brand that wants to feature actual customers, working with a specialized casting service can increase the chances of finding people with a natural connection to the product.
However, many brands require that the people in their ads be genuine customers. In some cases, the casting call explicitly asks for proof of purchase or usage, and the individual must be a current customer of the company. This practice ensures that the testimonial is grounded in real experience.
Balancing Authenticity and Scripting
One of the biggest challenges is the tension between authenticity and the need for a coherent message. Most real-people ads are scripted, at least in part. The subject is given a general direction or a set of talking points, and the production team guides them toward a usable take. This can lead to a critique that the ad is no more authentic than a traditional commercial.
Consumers are savvy. If a “real person” delivers lines like a polished actor, viewers may feel deceived. The key is to use minimal scripting and allow the customer to speak in their own words. Let them describe their experience in the way they naturally would. You can edit for time and clarity later, but the core should be their genuine voice.
Some brands go a step further and refuse to use any paid actors at all. Dove’s approach is a strong example: the women in their ads are not paid talent. They are volunteers who reflect the brand’s mission. When the compensation model is transparent, the audience can trust that the person is not simply performing for money.
Common Pitfalls to Avoid
- Over-scripting: Giving real customers a script to read can make them sound stiff and rehearsed, defeating the purpose of using them.
- Hiding actor status: If you use professional actors, be honest about it. Claiming “real people” when you are using paid talent can backfire if the truth comes out.
- Ignoring diversity: Featuring a narrow slice of your customer base can alienate other segments. Real customers come from many backgrounds; show that range.
- Mismatched tone: A humorous brand should feature customers who naturally express humor. A serious product needs serious, credible testimonials.
Measuring the Impact of Real Customer Ads
While exact ROI depends on the campaign, the survey data suggests that consumers are more likely to trust a brand that uses real people. That trust can translate into higher engagement, stronger brand recall, and increased purchase intent. To measure success, track metrics like ad recall, click-through rates, and post-exposure sentiment. Also monitor social media reactions to see if the audience perceives the ad as authentic or staged.
Because there is no standardized industry metric for “authenticity,” you may need to run A/B tests comparing real-customer ads against traditional actor ads. That direct comparison can give you confidence in the approach for your specific audience.
Frequently Asked Questions
Do real people in ads have to be actual customers?
Not always, but many brands require it to maintain credibility. Some commercials hire professional actors who must also be genuine customers of the company. Others, like Dove, use only non-model volunteers. Always verify the relationship between the person featured and the brand.
Are real people paid for appearing in commercials?
Yes, in most cases. Real people are recruited through casting agencies, given a script, and paid for their time. Even when they are not professional actors, they receive compensation. The payment does not necessarily invalidate the authenticity as long as the person genuinely uses the product.
How can I prevent a real customer from sounding like a robot on camera?
Keep scripting to a minimum. Provide key points they should cover, but let them use their own words. Warm up the subject with casual conversation before filming, and film multiple takes. Choose the one that feels most natural, even if it is not perfectly polished.
Is there a risk that viewers will distrust ads labeled “real people”?
Yes. If viewers sense that the person is reading lines or that the situation is staged, they may feel manipulated. To reduce this risk, be transparent: if you used an actor who is a customer, avoid claiming they are a non-actor. When the ad matches the viewer’s lived experience, trust remains intact.
Featuring real customers in your ads can differentiate your brand and build the kind of trust that celebrities and stock actors rarely achieve. The key is to be honest about who these people are, let them speak in their own voice, and choose individuals who genuinely love your product. When done right, a real customer’s story can resonate more deeply than any scripted testimonial.
