All laughs - low sales
Narayanee Viswanathan
I Help Business Grow through Data | Seasoned Market Research & Analytics Consultant | Mentoring executives for AI/ ML / LLM
Comedy they say is one of the seven basic scripts to story-telling with guaranteed pay-off in terms of engagement and memory. Advertising has for time immemorable used humor and gaffes to sell relevance and driving brands.
2015 saw humour as a theme with many TVC trying to coerce audience with a good laugh
Funny as they were all I am not sure if the ads did their Job To Be Done - generate excitement and trials for their brands. The proof to this is that all these ads made way for other copies or played in their edited copies.
Three thumb rules to making fanatically humorous but persuasive copies in 2016 are
1> Keep the humour around the brand; Do not wrap the brand around a funny situation or a sales pitch.
2> make the humour straight; don't lay it in a puzzle to solve
3> Keep it relevant to the brand character, don't make the laughs make the brand stand like a sore thumb