The Magic of Humour in Advertising
Humour is a powerful tool across different mediums. In books and films, it plays a significant role. It captures the attention of the audience and engages them. The role of humour in advertising and marketing is no different. Ads that effectively use humour stand out from the rest as it has a greater recall value than ads that only centre around the product without entertaining the audience.
There are many commercials out there which make good use of humour. Snickers’ “You’re not you when you’re hungry” and Old Spice’s “The man your man could smell like” effectively use humour to its full potential. These campaigns leveraged humour to entertain viewers, solidify brand identity and achieve marketing goals.
Snickers:? “You’re not you when you’re hungry”?
The multi-award-winning campaign centres around a simple truth; the experience of hunger-induced irritability. First aired at the 2010 Super Bowl, the 30-second ad featured the actors Betty White and Abe Vigoda. The commercial unfailingly presents Betty White and Abe Vigoda as metaphors for people not being themselves because of hunger. The campaign became a massive success; receiving media attention, bagging awards, and getting follow-up coverage on popular TV shows like The Oprah Winfrey Show and The Ellen DeGeneres Show.?
The subsequent Snickers ads followed the same route, depicting hilarious characters becoming unrecognizable versions of themselves because of hunger. The humour resonated with audiences, they saw themselves in these situations, fostering a sense of reliability. The tagline “You’re not you when you’re hungry” became a cultural phenomenon. It provided a simple solution to irritability and positioned Snickers as a solution.
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Old Spice: “The man your man could smell like”
Launched in 2010, the campaign featured Isaiah Mustafa, a former NFL player and actor. The ad begins with Isaiah Mustafa, often referred to as “Old Spice Guy”, looking straight into the camera and addressing women in a suave and humorous manner.?
The humour was absurd, poking fun at traditional masculine stereotypes. The brilliance of the campaign lay in its innovative simplicity. With its fresh humour, it attracted viewers who normally wouldn’t pay attention to deodorant commercials. The internet embraced the commercial with memes and parodies, further increasing its reach.?
Once seen as an old-fashioned brand, Old Spice became trendy and relevant again, demonstrating how humour can be used to redefine brand image and connect with new audiences.
Takeaway:
Both campaigns show the power of humour in advertising. It promotes a sense of connection and memorability, making brands more likeable and their messages more likely to stick. Humour can raise a campaign from mundane to memorable, boosting sales and strengthening brand loyalty.
In summary, humour can make a campaign more engaging and effective. So the next time you are working on an ad campaign, remember the magic of humour, and how it can work wonders for your brand.