23. Conventional wisdom
People buy products because it is :
- Nutritious
- Labour saving
- Good value for money
Not because the manufacturer tells jokes and
make you laugh in the ads.
25. David Ogilvy ‘s view
30% of advertising is humor based
Humour now sells , if used creatively
with strong idea and great execution.
26. Role of humour
Cuts through the clutter
Break ice
Attention grabber
Audience must laugh
Creates a liking for the brand
27. Product Connect
Direct relation between the joke,core
product and service proposition
No link. No effectiveness
28. Power of Humour
It can be different
Aggressive
Memorable
It is sticky
Easy connect
29. International example
Clothing store ad showing a head dress of
an African tribe with sharks on their head
gear
Jonathan Sceats sunglasses ad showing a
dead man lying in a morgue with sunglasses
on.
30. International example
Pizza world ad showing a hosepipe being
used to cool off some one who just had a
spicy pizza.
Aftershock liquor ad showing a eye popping
out and jaw dropping to the floor.
31. Indian example
Amul butter
Tortoise mosquito coil
Center shock, Mentos , Allpenliebe lollipop
Fevicol
Fevikwik
Saint goabin glass
50. Positives in Humour
Grabs attention
Encourages people to remember
Being human you laugh
Breaks clutter
51. Negatives
Remember the joke not the message
Forgets the brand name
Upsets people or individual if not done
tastefully
Even products can flop
52. Humour works better in…
Low investment , high impulse product (candy,
beer, snacks, mosquito repellent etc…)
Taboo products like sanitary napkins and condoms
but not on cars and diamonds. ( Where decision
process is long)
No compromise in the basic rules of advertising
Message simple, clear and relevant to the category
Talk to the right TG. Single minded message
Consistency in the brand imagery