Mash Gets Smash must have been the best marketing campaign for reconstituted potato in history! This advert is supposed to be the funniest all time advert! It certainly qualifies for advertising with a sense of humour!
If is suitable for your brand to use humour in it’s advertising and it really is funny you have a head start against your competitor.
Tongue in cheek content and unusual images create some of the best ads in todays promotional industry. Associations can be really clever. The Jaffa Cakes lorry plays on the premise that the Jaffa cakes are so valuable they cant afford to be left in the lorry overnight in case of theft.
The pepsi ad makes us smile because of the continual rivalry between Coke and Pepsi. Clever and simple!
Would it change your opinion of Coke? I doubt it!
Advertising achieves more, when subtle and leaves more to the imagination than words can say. Wonderbra has a great selection of ads illustrating this. Gets the point across!
The same product same message – almost – but totally different images, different audience – may be!
Being remembered is essential, it is believed that the prospective customer needs to see or hear your marketing message at least 7 times before they take action and buy from you, thats 7 separate nudges from any media. Sometimes seeing an ad for the first time can end any possible affinity other than annoyance. While the Meercat ad is genius the ‘Go-Compare‘ advert is annoying (to me)! No accounting for taste!
Jane Smith of Magascene says…
“Funny ads do draw attention but when creating them, I would bear in mind that not everyone exposed to the artwork will share the same sense of humour. Also, ads that tend to be too ‘clever funny’ may in fact put people off, particularly if the branding is not obvious enough. I do, however, think they work better in print and on radio than on television, as on television the humour can easily mask the brand as you can sometimes forget you are watching an advert at all. Then the repetition of the TV spot starts to grind, even if you laughed your head off the first time round!”
Snickers has a good one at the moment, the Diva advert, famous faces and great idea!
So how can we use humour on our small business budgets?
Is there a funny side to your business?
Have you had a funny request that you can use to a positive way that would get attention?
When advising my clients on social media I tell how I obtained a naked client! – this guy had a profile pic in a state of undress but needed a graphic designer – I told him to put on some clothes then we could talk – he changed his profile pic for me!! (there is a longer story to be told here but I count him as a very good client with a sense of humour).
People like humour it encourages the human side of business. Cartoons and jokes are great ways to get attention.
By adding an image of yourself in cartoon form you indicate that you have a sense of humour, however, make sure it is relevant to your business and falls in line with how you brand yourself and company services!
Some caricatures can be very wicked so bravery over vanity is required!
Playing on peoples fears in a funny way can benefit and get you noticed. A recent advert for E.W. Grace Glass played on the problem of never being able to get rid of double-glazing sales rep once inside your house, tongue in cheek and successful!
Make the reader look twice to see if they really read/saw what they think they did!
The ad below attracts attention with it’s large ‘%’ but on reading the text it doesn’t quite say what you would expect a double glazing ad to say!
So in conclusion – Don’t be too clever so the reader misses the point, be witty and of course politically correct unless you really want some media attention!
Amusing pictures and cartoons get attention.
Catch phrases and euphemisms are great, play on words – if appropriate!
Making people smile will always get you remembered!
One last point don’t forget to get your message and call to action over to the reader or your advert will be wasted no matter how amusing and clever!!
Read more, here, about advertising on a small budget…