Why brands are embracing the mockumentary
As brands compete for attention, mockumentaries are emerging as an effective storytelling tool. Filmmaker and creator Batt Maillie speaks to CR about why creating believable worlds is the key to making the format work
05/08/2026 3:49 am
Audiences have become increasingly adept at tuning out traditional advertising, so brands are looking elsewhere for inspiration, borrowing formats from film, television and creator culture that prioritise entertainment over persuasion.
One of the most notable shifts has been the rise of the mockumentary. Over the past year alone, Argos transformed itself into fictional art gallery Arghaüs, complete with eccentric employees played by creators. Canva recruited Gemma Collins to head up its in-house creative team. Doritos worked with AlmapBBDO to create a 12-minute faux documentary exploring Ronaldo’s infamous 2002 World Cup haircut, while Movers + Shakers worked with beauty brand e.l.f. spoofed the true crime genre to showcase their products.
Beyond one-off campaigns, brands are increasingly investing in recurring fictional worlds. InStyle’s social series The Intern lampoons the rituals of fashion magazine life, while homeownership platform Bilt’s Roomies follows a group of New York flatmates navigating adulthood through a sitcom-inspired mockumentary format.
Taken together, these campaigns point to a broader shift in how advertising is made. Rather than interrupting audiences with messages, brands are trying to earn attention by creating stories people actively choose to spend time with.
