Okay, maybe I’m slightly overstating the greatness, but I personally thought this was genius.
How visually captivating was that?!
Okay, bobble-head Obama wasn’t the first thing that was sent into space that way. Some dudes sent a beer can off to the final frontier about a year ago.
But originality aside, this was one of the most refreshing videos I’ve watched in recent years.
And with the presidential race heating up in the US, here’s why I think this was a brilliant idea from Obama’s camp:
- Voters get 3 full minutes watching Obama ascend up to space, and then bobble down to earth. More face time, means higher Top of Mind awareness
- The stirring, inspiring background score positions Obama as some sort of a savior. Intentional? Absolutely not.
- The bobble-head effect makes Obama seem light-hearted, warm and approachable. Voters are emotional beings you know?
- The video was done by grass-root supporters – definitely sanctioned by Obama’s campaign managers though – highlighting his popularity
- Depicts Obama as human, after all. Because what goes up, must come down
Now, wouldn’t it be awesome if we could send some of our politicians into space, like, for good?
Ah well, just a silly thought.
Advertising and humour often go hand-in-hand. But do funny ads actually work?
As you may be aware, I am a fan of comedy. I just love being humoured; by comedians, sitcoms, friends and sometimes, ads too.
For a copywriter like me, humour offers a much-needed respite from all the mind-numbing chaos.
So here’s a recent ad from Maxis that I thought was really funny. Yes, I am amazed at myself for showcasing a Maxis ad positively, considering how I whacked them the last time. But credit is due where it is due I suppose.
But wait. On with the ad first…
Now, if you are like me – someone who absolutely hates online videos that go into buffering mode – you may have found the ad funny. But did the ad compel any kind of action from you?
Again, if you are like me – someone who can be a real lazy arse sometimes – you didn’t take any action. As in call Maxis, look for more info online or run to the nearest Maxis outlet to register for this wonderful fibre internet.
This is the problem with funny ads. While they may steal your attention and be memorable; it doesn’t guarantee a response from consumers.
And don’t for a moment think being funny improves brand awareness either.
People usually only remember that a particular ad is funny, but often struggle to remember the brand or product. Think about your favourite funny ad; do you remember the product?
Ace Metrix – a television and video analytics agency – studied funny ads in the US for over a year and drew the following conclusions:
- Funny ads were memorable and appealing, but were less likely to increase desire or purchase intent
- Humour in ads work better when it is used as a supplement rather than a replacement
When consumers are not compelled to take action after seeing your ad, it usually means money down the drain.
So be funny at your own peril, or risk becoming a joke.
Sometimes, this whole advertising-marketing-branding thing can be a bit overwhelming. It just gets too needlessly complex, and hopelessly off the mark.
For the average consumer, advertising and all its associated activities are often intrusive, irrelevant and unwelcomed.
We marketers often forget to keep things simple and tend to treat consumers as idiots, as very eloquently explained in the following letter by a fictitious consumer:
I’m much smarter than your marketing gives me credit for. I don’t like to be sold…I don’t care about your advertising, your free samples, your promotions, your special offers. I don’t like to be told what’s cool, new, improved, last-longer, smells better, tastes better, or is less filling…I don’t care about your brand, it doesn’t matter to me. I avoid your interruptions to my busy day whenever and wherever I can…I don’t have time to pay attention to your sales pitch…You are white noise to me and I have tuned you out. If you want to be a part of my life, here’s what you’ll need to do:
– Be honest with me
– Keep your promises
– Treat me with respect
– Provide me with more use value than you take from me in cash value
– Teach me better ways to grow and expand my life experience
– Help make my day-to-day easier, lighter, more relaxed and enjoyable
– Help me to experience greater connection to what’s important to me
Do these things for me and you will win my trust and devotion. Then I will gladly welcome you into my life, and share the value of our relationship with others who are important to me.
Thanks to Brand Strategy Insider for the letter, and I sincerely hope we all can endeavor to treat consumers with the respect they deserve.