There’s so much funny advertising out there. You have to wonder if the brands are as funny as the ads.
There are creative agencies who have a particular shtick: a big funny visual with the product or logo appearing somewhere in the ad very discreetly to pay off the idea, or fill in the missing piece of info.
Like this one. The line at the bottom reads’ Samsung gets your clothes to spill out the dirt.” It won a lot of awards.
The problem with the hotshops that create these is that all their clients’ ads have the same tonality, so they are not investing in the brand, just doing one-off gags.
Still, can that be a good thing?
If your product is funny or smart alecky or sarcastic, then yes. I wonder how many Brand Personality expressions really contain words like Flippant, Adolescent or Vomit-inducing. Is a vomiting shirt helping the perception of Samsung as a brand? Will it resonate with the person in the household who is charged with buying the appliances?
It’s easy to ignore your brand personality and just go for a laugh. But then you are in a sea of laughable ads with indistinguishable personalities.
Many agencies will say the game is “Like my advertising, like me.” Funny ads are memorable. They sure win lots of awards, which is good for the agency.
They even often work, which is good for the client. When anybody can bother to remember what the client was, that is.
The way I’ve always seen it, the tough task is not simply to find a funny idea: it’s to find a compelling idea that reeks of the brand, so it feels authentic. So it couldn’t BE for another product or service. It might even be a funny idea. But maybe not.
Here are some that really work for me. Note how Playland really can claim Vomit-inducing as part of their brand personality.