August 22, 2012
5 Ads that Will Make You Burst Out Laughing
The use of humour can be a great way to connect with your consumer, but you have to make sure that the laugh is connected to the main message you are trying to convey. A misplaced laugh does nothing really–yes, it can attract attention–but they are usually the ads we forget what brand name the ad is for. Humour can help articulate the insight or it can be a great way to demonstrate the experience the brand helps address. Humour can also differ over time, across different geographies or demographics. Some of the best humour is when only the target market gets the jokes. Skittles ads are hilarious for teenagers, but anyone above 35 years old just looks at those spots with total confusion.
Here are five ads that will make you laugh out loud, and link in nicely with the idea the brand is trying to communicate.
Berlitz “What are You Thinking about?”
When I show this ad to an executive training classes, it usually generates one of the biggest laughs. Most of us when trying to learn a language start to learn the basics of the language and rarely get past the point where it becomes useful. This ad really hits that insight, by taking a very important moment and showing how the coast guard can’t even save a life when it’s obvious to us all.
I remember when I worked on Child Cereals, we used to do focus groups with 5 and 6 year olds taste-testing new Lucky Charms and Trix. I used to refer to it as “birth control for brand managers” Loading a kid up with sugary cereals for 2 hours ends up with kids that seem like this kid. This ad was done as people were just starting to email ads around and it was an early favourite. Now we see the power of YouTube for showcasing funny ads.
ESPN “Michael Jordan”
Perfect humour for the serious sports fan target market of ESPN. I love ads that make the target market laugh harder than those not in the target–makes the joke even more insightful. I love the restaurant scene.
Nicoderm “Flight Attendant”
I have to slip in one of my own ads with this Nicoderm spot. This ad in it’s simplest of terms is a side-by-side demonstration of what it’s like to quit “Cold Turkey” (evil, horror, terror) versus using a patch (sweet, nice, gentle) through the personification of the actress. It really speaks to the emotional and psychological benefits of quitting smoking. This has generated millions of hits on YouTube and it won J&J’s global ad of the year in 2006.
Impulse “Art Class”
With TV being a visual medium, demonstration through visuals is a great technique. In training, I’ve used the Tango ads to showcase how to demonstrate taste through visual. This Impulse TV spot does a great show to the impact that scent can have, leveraging a human insight that we can all laugh at.
If you are in the mood to see other great advertising, here’s a few other stories:
- 5 Ads that Will Make You Burst Out Laughing
- 5 Ads that will give you Goosebumps
- New TV ad from Samsung: Is it “smart” to Take on Apple?
- Nike’s “Find Your Greatness” Campaign is stealing the Olympics
- Confession: I killed two doctors in 2006
To see a training presentation on getting better Advertising:
Do you want to be an amazing Brand Leader? We can help you.
Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising. We can customize a program that is right for you or your team. We can work in person, over the phone or through Skype. Ask us how we can help you.
At Beloved Brands, we love to see Brand Leaders reach their full potential. Here are the most popular article “How to” articles. We can offer specific training programs dedicated to each topic. Click on any of these most read articles:
- How to Write a Brand Positioning Statement
- How to Write a Brand Plan
- How to Write a Creative Brief
- How to create a Brand Strategy Road Map
- How to Judge Advertising
- How to write a Mini Creative Brief
- How to Think Strategically
- How to Build a Media Strategy
- Brand Love = Power = Profit
- How to Have a Successful Marketing Career
Ask Beloved Brands to help coach you on Advertising or ask how we can help train you to be a better brand leader.
This entry was posted in Beloved Brands in the Market and tagged in ad agencies, Advertising, berlitz, brand management, brand manager, espn, funny ads, funny tv ads, german coast guard, impulse, Marketing, nicoderm, tv ads, what are you thinking about, youtube.
Graham is the voice of the modern Brand Leader. He started Beloved Brands, knowing he could “Make Brands better and Brand Leaders better™”. His Beloved Brands blog has 2 million views, and his public speaking appearances inspire Brand Leaders to love what they do. The idea behind Beloved Brands is the more love you can generate with your consumers, the more power you have in the market which drives higher growth and profits for your brand. As a brand coach, Graham helps to find growth where others couldn’t, creating Brand ideas consumers love and Brand Plans everyone can follow. For Brand Leaders wanting to reach their full potential The Brand Leadership Center offers workshops on strategic thinking, analytics, planning, positioning, creative briefs, judging advertising and media. Graham spent 20 years leading some of the world’s most beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising through the ranks up to VP Marketing. Graham played a major role in helping Pfizer win Marketing Magazine’s Marketer of the Year award. Beloved Brands has a robust Client list that includes NFL Players Inc, NFLPA, Pfizer Consumer Healthcare, Earls Kitchen + Bar, 3M, 649 Lottery, Sunlight, Carlsberg, Slimquick, Red Racer, Shagri-la Hotel, Canada’s Wildlife Health and Fluke.View more posts from this author