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
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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 Robertson is one of the voices of the modern brand leader. He started Beloved Brands, knowing he could make brands better and brand leaders better. Graham believes passion matters in marketing, because the more loved a brand is by consumers, the more powerful and profitable that brand will be. Graham spent 20 years in brand management 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. He has an MBA from the Ivey Business School, ranked the #1 International business school by Business Week. As a Brand Coach, he can help you create a winning positioning statement for your brand, write a brand plan everyone can follow, find advertising that drives growth and train your team of Brand Leaders on everything marketing. The client roster for Beloved Brands includes the NFL Players Association, Reebok, Pfizer Capital One, 3M, Sun Products and Earls. Graham’s weekly blog (beloved-brands.com) has a vast following with over 3 million views, and his public speaking appearances inspire brand leaders to love what they do.View more posts from this author