It’s a popular statement: ‘Gen Z hates commercials.’ Or maybe it’s just ads? And that banter is then tossed around board rooms by marketers attempting to catch the attention of young consumers but fearing they won’t be able to. However, something is missing. 

Commercials and advertisements aren’t dead, just misunderstood. Based on our recent survey from our Youthtellers (ages 15-28) we found that Gen Zers overwhelmingly find traditional advertisements to be annoying and repetitive. While some commercials still break through, those that fail don’t do well because they interrupt rather than integrate. For marketers this means you need to understand why Gen Z commercials miss the mark so you can fix the issue and break through to Gen Z. 

Why Gen Z Commercials Feel So Annoying

When a commercial appears it’s often on an app, interrupting a video, leading the dominant reaction to an ad being frustration. Nearly 66% of our respondents told us they feel annoyed when an ad pops up, while 2% said they enjoyed them. The difference is vast. 

The main issue is that most Gen Z commercials start at a disadvantage before the message even has time to land because it interrupts something that people want to watch. So how can you make a commercial feel just as fun? 

What Makes a Commercial Memorable

A commercial will end up being viewed as memorable when there is clarity, emotion and entertainment in the advertisement. That’s why everyone loves Duolingo, Publix or even Fanta. As more and more commercials appear on video platforms, short films or commercials that poke fun at themselves also do well. 

These examples show that Gen Z commercials succeed when they tell a story or spark a feeling instead of just shouting out features of a product or service. 

Why Some Commercials Make Gen Z Hate the Brand

To be honest, some of our respondents told us that bad commercials will make them hate a brand. 27% told us that if something is either repetitive or deceptive, they’ll want to block a brand. For Gen Z commercials, trust is fragile and once it’s broken an ad may not just fail…it can backfire. 

Where Gen Z Notices Commercials the Most

58% of our respondents cited YouTube as the platform that dominates where Gen Z commercials are most visible. Other streaming platforms follow at 28% and TikTok trails behind. Importantly, Gen Z says commercials will feel different depending on the platform they are viewed on. For example: 

• TV feels traditional and expected

• TikTok feels casual and is best when made by a creator

• YouTube feels targeted but skippable

This means that it’s crucial for Gen Z commercials to be designed for the environment they are appearing on or they will immediately feel out of place. 

What Gen Z Wants Marketers to Do Instead

When it comes to the commercials that Gen Z wants to see from marketers, the advice is consistently clear: keep it short, make it authentic, be relatable without trying too hard and understand the humor you’re using. The strongest Gen Z commercials are built for sharing with friends and family, not just liking and scrolling past. 

FAQ

Why does Gen Z dislike most commercials?

• Because they’re repetitive, interruptive, or feel disconnected from how Gen Z consumes content.

Are Gen Z commercials better on TikTok than TV?

• Often, yes. TikTok ads feel more native and less disruptive when done well.

What makes a Gen Z commercial memorable?

• Strong storytelling, humor, emotional resonance, and clarity within the first few seconds.

Does Gen Z ever like commercials?

• Yes, but only a small percentage. Those that succeed feel entertaining, honest, or culturally fluent.

How can brands improve their Gen Z commercials?

• Design for the platform, reduce repetition, be transparent about sponsorship, and respect Gen Z’s time.