Ads are contradictory little things, aren’t they?

‍

On the one hand, they now seem to be absolutely everywhere. No screen is left untouched, no app is free of them.

‍

On the other hand, everyone has grown tired of them. We can wait until “Skip Ad” shows up, and premium memberships seem more and more appealing.

‍

But companies need ads to increase their reach.

‍

It’s just not negotiable.

‍

So, in the search to find balance and make them more digestible, one strategy has gained traction.

‍

Humor.

‍

You may be asking yourself: “But why? What if I want to appear serious? And don’t I risk being cringe?”

‍

Keep reading to learn all about the reasons you should incorporate humor into your ads.

‍

Memorability and likability

‍

As ads become ever-present, the struggle is double.

‍

First, you need to compete with other companies.

‍

But then, you also need to compete with the negative image ads have garnered.

‍

Your commercials don’t just need to be better than the rest. They need to be amazing so that consumers don’t just hate you for interrupting their experiences.

‍

With humor, you can tackle both issues at once.

‍

By being funny and getting a laugh out of viewers, you reach a more emotional connection.

‍

This makes you more memorable.

‍

“Oh, that’s a funny ad.”

‍

And, in turn, also increases your likability.

‍

“Oh, that’s the brand whose ad made me laugh!”

‍

Perhaps it’s hilarious tropes that are easy to remember. Maybe it’s an excellent play on words. It might be a great visual gag.

‍

The end goal is to find that one thing that, paired with the right branding –logos, jingles, uniforms– makes your ads an enjoyable and easy-to-remember experience.

‍

Once you’ve landed on that key element, you can replicate it.

‍

‍

Jake from State Farm. Liberty Mutual’s Liberty Biberty, and Limu Emu and Doug. Geico's Gecko. The Old Spice Guy.

‍

These humorous takes on companies are now inseparable from them.

‍

They’ve become crucial to their marketing because people like them and remember them.

‍

Brand universe

‍

Humor opens the door to expanding your company beyond boring corporate messaging and sales-obsession.

‍

As customers seek more humanity in brands, this approach allows you to get your voice out there in a friendlier way.

‍

Through playful ads or funny mascots, you can communicate your values and purpose.

‍

Dramatization and comedy can make your message more digestible.

‍

And they let you flesh out your ideas in innovative ways.

‍

Events. Sales. New launches. Even fundamental brand principles.

‍

They all can reach audiences by appealing to their emotionality.

‍

That way, the universe that encompasses your brand expands and your image grows clearer in consumers’ minds.

‍

One little thing to look out for, though!

‍

Your universe is extremely important, so it’s fundamental that you build it right.

‍

To make sure you’re headed in the right direction, make sure to test your ads and new ideas extensively to ensure effectiveness.

‍

Longevity and cultural impact

‍

Now, there’s always a tricky part.

‍

Most humor is seasonal, trendy, and brief. 

‍

What captivates audiences and becomes the joke of the moment can die down in a matter of hours.

‍

So, while it’s important to remain relevant, aim towards a more timeless humor that can be looked back on with fondness.

‍

This also allows you to repeat approaches that already worked.

‍

It proves your company is both adaptable and focused on the long game.

‍

Besides, finding the right gag or comic relief instead of trend-chasing can cement your company in history.

‍

It’s very common to hear people recall ads as part of their childhood or as iconic.

‍

Creating true cultural impact won’t stem from repeating an ongoing trend, but rather creating something new that resonates with people.

‍

And, again, that only increases your memorability and likability, and expands the universe of your brand.

‍

The last laugh

‍

Humor in marketing has become a staple for many brands.

‍

And it’s no coincidence that those brands are some of the most iconic and well-remembered.

‍

Of course, it’s not the only way to become memorable.

‍

There’s unforgettable jingles. Staple catchphrases. Even once-in-a-lifetime partnerships.

‍

‍

But humor can help you stand out from competitors and become associated with good ads. And not ones you can’t wait to skip.

‍

Humor can give you new resources to communicate your values and create brand narratives.

‍

Humor can write your name in history because you give people something to remember fondly.

‍

And it opens the door for creativity to find new outlets. Squeeze that talented marketing team.

‍

For more insights from the mind behind some iconic ads, check out this week’s episode of TOP CMO, featuring Liberty Mutual Insurance’s CMO!

‍

‍

Ever thought about creating your own thought leadership content? At TOP Thought Leader, we amplify new and established voices so they can become pioneers of their generation. Get in touch with us and embark on your journey!