Humor is a powerful tool in advertising. When used correctly, it can make your brand memorable, build a positive association with your products, and even boost sales. But do you know when and how to use humor in your ads? Let’s dive into it with some examples and practical tips.
Why use humor in advertising?
Memorability: A funny ad sticks in the viewer’s mind. Think about those hilarious Super Bowl commercials that people talk about for days, even years.
Shareability: Funny ads are more likely to be shared on social media, extending your reach far beyond your initial audience.
Positive Association: Humor creates a positive emotional response, making people more likely to have a favorable view of your brand.
When to use humor in advertising?
Know Your Audience: Humor is subjective. Different people find different things funny. Understand what your audience finds funny.
M&M’s Super Bowl ad featuring Danny DeVito as a human M&M was a hit for its lighthearted, family-friendly humor. The ad showed DeVito asking people if they wanted to eat him, a funny and silly scenario that appealed to all ages.
Fit the Brand and Product: Make sure the humor should match the brand’s personality.
Humor in advertisement Examples : Old Spice’s quirky and over-the-top ads fit perfectly with their bold and unconventional brand image
Consider the Medium: Different platforms have different strengths. What works in a quick social media clip might not translate well to a 30-second TV spot
Avoid Sensitive Topics: Steer clear of humor that could be offensive or controversial. It’s better to be safe and opt for universally amusing content.
How to use humor in advertising?
Relatable situations: Create scenarios that your audience can see themselves in. Relatable humor makes your ad feel more personal.
Geico’s “Hump Day” camel commercial is a standout example. It shows a funny situation where a camel walks into an office and asks people what day it is. When they realize it’s Wednesday, they get excited because it’s halfway to the weekend. This ad connects with how many of us feel mid-week and makes us laugh. It’s something that sticks in your mind because it’s so relatable and funny.
Exaggeration: Take a normal situation and blow it out of proportion. This can make mundane scenarios hilarious.
Example: In Snickers’ “You’re Not You When You’re Hungry” ads, people act strangely until they eat a Snickers bar. For example, someone might act cranky and dramatic like a diva, but after eating Snickers, they go back to being themselves. It’s exaggerated to show how hunger can humorously affect how you behave.
Wordplay and Puns: Clever use of language can be highly effective. Puns and wordplay can add a layer of humor that engages viewers.
Example: The Orbit gum ad, which asks, “Does your mouth need cleaning? Orbit can help!” gives out a humorous yet memorable message. The phrase “dirty mouth” usually refers to swearing, but here it’s humorously used to imply bad breath, which Orbit gum can “clean up.”
Unexpected Twists: Surprise your audience with an unexpected punchline or twist in the narrative.
Example: Dollar Shave Club’s launch video starts with a straightforward pitch about affordable razors, but then takes a sharp turn into absurdity with the CEO’s deadpan delivery of increasingly bizarre benefits, like “our blades are f***ing great.” The unexpected twists keep the audience engaged and amused.
Visual Humor: Sometimes, a funny image can be more powerful than words. Visual gags or slapstick humor can be very effective.
Example: Coca-Cola’s “Happiness Factory” ad shows the whimsical and fantastical journey of a Coke bottle inside a vending machine. Inside, there are amusing characters and situations, like little creatures working hard to make sure the bottle gets to the customer. The funny pictures and creative ideas make the ad fun to watch and easy to remember.
Conclusion
Using humor in advertisement examples can make your brand stand out, helping people remember your ads, share them with friends and feel good about your brand. To do this effectively, understand what your audience finds funny and ensure the humor matches your brand and product. Avoid offensive jokes and choose the right platform for your funny content. You can use humor by creating relatable situations, exaggerating normal scenarios, using clever wordplay, adding unexpected twists, and including funny visuals. Examples like Geico’s “Hump Day” camel, Snickers’ “You’re Not You When You’re Hungry” campaign, Orbit’s “Dirty Mouth” ad, Dollar Shave Club’s quirky launch video, and Coca-Cola’s “Happiness Factory” show how effective humor can be when done right. So, to make your ads memorable and engaging, don’t be afraid to be funny, just make sure it fits well with your audience and brand.