When you are serious about attracting customers, what is something great you can do? Make ‘em laugh, of course! And we don’t mean that you should make them chuckle, snicker, or giggle softly – oh no – we mean you should make them “spit milk through their nose when they laugh” funny!
Comedy is a key element of the most successful marketing campaigns throughout history. Silent movie funnyman, Buster Keaton, made several humorous ads for Alka-Seltzer, Milky Way candy bars, Ford vehicles, and even beer.
In the years to follow, consumers laughed their way through the purchasing process after being told to “Squeeze the Charmin,” “Leggo my Eggo” and asked “Where’s the beef
Ads That Work as Hard as You Do
This recent commercial from household name Amazon uses a fictional brand called Cherri to illustrate the intricacies of the advertising world for viewers.
It uses humor to accomplish this in a way that’s both engaging and educational. The result is a memorable ad that shows end users just how important it is to choose advertising solutions that take optimal positioning into consideration (the way Amazon Ads does).
Digital-age marketers should take note of the Ws Data savvy way that Amazon encourages users to laugh at how embarrassingly wrong even well-conceptualized advertising can go if ad placement is overlooked. The humor also leaves viewers confident that Amazon has the answer to the issue at hand.
What Works in This Ad:
Use of humor to highlight a commonly overlooked industry issue (effective media placement)
Acknowledgment of the creativity and hard work that human workers bring to the marketing process
A lighthearted approach that adds excitement to a concept that’s typically all business.
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Although most industries involve plenty of competition, this is especially true within the Executive List smartphone market. A positive experience with a particular product can easily lead to fierce brand loyalty, which makes it hard for competitors to get a consumer’s attention.
Samsung’s intelligent, funny “Join the Flip Side” campaign addressed this phenomenon by poking some good-natured fun at the sometimes cult-like devotion that iPhone users have to the Apple name. The goal was to show off the awesome new folding feature of their Galaxy Z Flip.
