People trust ads that talk about values, not products, finds Nielsen

“It found that consumers are most interested in seeing humor- (49%), family- (47%) and value-orientated adverts (43%) over celebrity or athlete-endorsed products and car products, which scored lowest in terms of trust with 20% and 22% respectively.
Value-oriented ads jumped up 10% from Nielsen’s last ‘Global Trust in Advertising’ report, which was published in 2015.
The research also ranks trust on channels, with word of mouth topping the list with 89%, followed by brand websites at 84%, brand partnerships ranked third at 81% and TV at 78%.”