8 Ads that will make you burst out laughing

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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. Humor can help articulate the insight or it can be a great way to demonstrate the experience the brand helps address. Humor 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.

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The ABC’S

At Beloved Brands, we believe that Marketing Execution combines Branded Breakthrough (how you say it) and Moveable Messaging (what you say). Taking this one step further, the execution has to break through the clutter (Attention) and link closely to the brand name (Branding). The execution must communicate the main message (Communication) and makes brand seem different (Stickiness). Feel free to use our ABC’S model when judging the Marketing Execution that gets presented to you.

 

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The 8 best humorous Ads:

 

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.  Strongest on Communication, 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. As it gets shared around social media, it strengthens on Stickiness. 

 

Zazoo Condoms

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. This ad sure gains Attention, but a little weak on branding specific mainly because there is no separation of the brand from others.  My guess is that Zazoo did not see a share bump. 

 

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. This ad is not for gaining new users but rather rewarding current users of ESPN. Many times, media companies use ads like this to fill in the gaps on un-sold media. Strong on Attention and Stickiness, but doesn’t really do anything on communication. 

 

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. I know the advertising results here, strong on Attention and Branding, while Communicating the insight. Sales grew immediately. This has generated millions of hits on YouTube and it won J&J’s global ad of the year in 2006. 

 

Impulse “Art Class”

This is all about Communication of something that’s actually very difficult to “visualize” and that is smell.   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. It’s likely a little low on Attention, but the Stickiness really drove business results.

 

Got Milk “Who shot Alexander Hamilton”

The Got Milk campaign really jumped out as being quite unique. A little bit nerdy, but I used to love my history classes in University. I just find the acting very good and the well-known insight that Milk is needed to make a peanut butter sandwich go down easier. It’s so different giving it strength on Attention, and the story-telling drives the Communication and Branding.

 

Snickers “Betty White”

Such an adorable ad, that really speaks to the brand idea of “you’re not yourself without a Snickers” Whatever Betty was paid, she’s made millions since because of this spot. Quickly after this one, the power of a Facebook page demanded that Betty host Saturday Night Live. A great little spot that was incredible on Attention and Stickiness. The Communication is a really big idea for the brand that kick-started a campaign that has lasted for years, even if Snicker’s has yet to fully capture in their pool outs what it did on the original ad.

 

Dollar Shave

As we have entered the Youtube sensation, the Dollar Shave ads really jumped out. High on both Attention and Communication, this crazy ad engaged consumers and brought them closer to the concept of ordering blades on line. This is an incredible way to launch a brand, with a low production budget and zero media budget, yet huge early awareness.

 

Here’s a workshop we run on How to get better Marketing Execution:

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands. 

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Captivating Ad about Working Women rivals Dove’s “Real Beauty”

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pantene.jpg.CROP.promo-mediumlargeA new ad from the Pantene in the Philippines is making its way around social media, with a message that compliments and even rivals the powerful messages of Dove’s “Real Beauty”.  The ad takes on the stereotyping labels that women face in the work place.

 

I’ve been a huge fan of the Dove campaign, about “real beauty” because they have created a huge idea that is worth loving.  doveThe creativity of the work breaks through the clutter with insights that make women stop and say “that is exactly how I feel”.  I’m always trying to push Brand Leaders to go more emotional and push for a big huge idea their brand can stand behind.  It’s always too easy for the Brand Leader to stay 100% logical, to put in claims and side-by-side demos and playing it safe.  But in the words of Marianne Williamson:  “Your playing small does not serve the world.”

This new Pantene spot has entered into the same space, but more focused on the work place and the image women need to fight.  It’s less about “inner” beauty and more about the “outer” stereotypes.

As a husband to a very successful career woman, I love this.  And as the father of a 15 year-old daughter, this has hope that women continue to break through against the stereotypes put on them.  

“Be Strong and Shine”

If you like this story…

You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

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. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham@beloved-brands.com 

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:

Ask Beloved Brands to help train you on Advertising that will help you to be a better brand leader.

I love Marketing that starts off small and costs very little

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I have always loved when you see a big idea come out of the smallest of ideas. As Brand Leaders, sometimes we complain about a lot of things: no money, we don’t have any new products in our pipeline, our agency keeps presenting the same old thing and we are too conservative to do the really cool stuff. While many Brand Leaders are struggling with how to use new media too many times they opt for the new conventions they see everyone else doing so they say “Like Us on Facebook” approach that generates 38 likes, or they start their own Twitter account and tweet out something boring every six months. Instead, you should think about the new media as liberating in that you can use even more creativity than just trying to follow along what everyone is doing. If you want your brand to generate more love among your base of users, finding ways that surprise and delight them is a great starting point. Consumers will feel more connected with you. Here’s a few different takes on creative solutions that started small and grew, trying to inspire you a little bit while you sit at your desk going “so what can we do”. 

Take a chance. Be inspired.

Volkswagen “Fast Lanes”

When you have very little money, I always say “Act Like a Blowfish” and try to find a way to appear bigger than you really are. That may require more creativity than dollars. It might mean something a bit odd, compared to the conventional 30 second TV ad. If you have no money, tell me you couldn’t have done this one.  It must have cost only $5,000-10,000 to produce, it is one of the simplest ideas ever and yet they now have 3 Million YouTube hits. Mainly because it just makes people smile a little bit. And it fits perfectly with the Volkswagen brand.

What’s your version of this idea on your brand?

 

Chipotle “Back to the Start”

The Chipotle brand is unique in that many times it runs against convention. Everything about their “Back to the Start” runs counter to how things are supposed to be done. First of all, if any agency came into you and said “we want to do an animated spot about a farmer and we’ve decided to use Scientist by Cold Play as the main song….except we want to get Willie Nelson to do it”, I wonder how many Brand Leaders would have said “go on, tell me more”. Most would throw the Ad Agency out and opt for something more conservative.  The good news for Chipotle is they didn’t have to go through that conversation because Chipotle doesn’t even have an ad agency. They did all this work themselves. It took them a year to make it. Now that’s crazy. On top of that, the goal of the ad was never to sell more burritos but to let people know of their commitment to sustainable farming.  The barely mention the brand name, never shows one of the products and even sells the Willie Nelson song on iTunes at the end of the ad.  The media plan calls for showing it viral first, then show it in movie theatres and then just show it once on TV, but show it during the Grammy Awards. Who is still with me? Would you as a Brand Leader have the guts to do this?   

 

This ad has generated over 10,000,000 hits on YouTube and was the hit of the Grammy Awards, lighting up Twitter that night. And if you’re totally interested now, then here’s “the making of” that generated another 100,000 hits.

 

McDonald’s “how a Burger is Made for TV”

Now McDonald’s has all the money possible, and is on TV all the time. Yet this “behind the scenes” look at how they make a Quarter Pounder for their advertising takes on question that many consumers have probably been thinking for decades: “how come my burger doesn’t look as good as the one on TV?”   McDonald’s answers this with direct honesty, showing why they have to fluff up the pickles or eliminate little blemishes on the bun. They compare a recently purchased Quarter Pounder to the one that their stylist works on for the ad. This simple little spot, made up in Canada, has generated almost 8,000,000 hits on-line. 

 

I want these ideas to inspire you to do something different! 

 

To find ways to make your brand more loved, read the following presentation:

 

 

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Swagger Wagon: Toyota’s Attempt to Make Mini-Vans Beloved

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These spots by Toyota celebrate this new stage of life by allowing parents to laugh at themselves.   And that’s a great device for connecting on an emotional level.   Toyota is selling more than just the van, they’re selling parenting.   Toyota has had a tough go of it, since the recalls of 2009.   But they’ve sustained their relative strong sales, even during the tough economic times—and things like Swagger Wagon are a great example of how maintaining the love of your most loyalty consumers.

The Most Beloved Coffee Brand: What’s your Call?

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Starbucks or Tim’s?   If you’re in Canada, it’s clearly Tim Horton’s.   if you’re a Starbucks fan, you’re likely pissed right now and hopefully ready to engage.  But I imagine there are not a slew of Coffee Time loyalists ready to pounce.

What Tim’s has done so well, is they have  turned a lonely little donut shop into a brand envy.  Back in 1980, there were no signs of greatness, evidenced by this TV Ad: Functional.  Just another donut shop.

Brands travel along a pathway from indifferent to like it to love it, most brands getting stuck.  At the INDIFFERENT stage, it is basic needs and “it will do”.   You never see a line up at Coffee Time.   Tim’s has reached LOVE IT.  It’s possessive, outspoken and unrelenting–willing to add 15 minutes to their morning drive.

Yes Tim’s has very good coffee and good quality in everything they do.  But it’s more than that.  Tim’s layers in deeply emotional connections to the community, into the lives of families and into the Canadian mystique.

Kids play in Tim Bits hockey, at lunch people go on a “Timmies Run”.  The TV ad from last year featuring Sidney Crosby showing him as a Tim Bit player all the way up to current gave you goose bumps as a Canadian watching it.   Wow.  

Media buy is a gentle mix of new product ads with deeply emotional.    Goosebumps, tears, exciting, all comes back to building that emotional connection.   The spot in the Olympics made me proud to be Canadian. 

They’ve continued expansion plans, across Canada and now into NYC.  For you, is it the coffee, is it comfort or the Canadiana or is a bit of all three that keep you coming back?   Getting to the Love It stage drives real brand value.  The stock price has nearly doubled the past 5 years going up from $26 up to $48.

http://moneycentral.msn.com/investor/charts/chartdl.aspx?symbol=THI&CP=0&PT=10