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.
I never wanted to believe the little creatures that would keep whispering in my ears. “Go easy on your meds!” I’d say.
This week marks my full year of being self-employed. Forgive me for stating the obvious, but holy crap how time flies!
The little creatures are of course not real, they are more like my inner voices. Yes, I said voices, with an ‘S’. Seriously, the kind of baloney that goes on in my head will leave you gasping for air.
Anyway, these creatures have been insisting that I quit the rat race and plunge into the dog-eat-dog world of self-employment. I finally relented around 12 months ago, after years of annoying pressure. Damn you creatures!
Even when I did give in to the inner pressure, I gave myself 6 months. I figured I’d be scurrying back to the sanity of a fulltime copywriting job in no time. Just like how a rat would sprint toward his hole in the wall at the first sign of trouble.
But it didn’t happen; though I’ve contemplated it during numerous lean periods over the past year.
This is no declaration of victory though. I am still only giving myself another 6 months. Thinking too far ahead only makes a person overconfident I’ve learned.
To my fugly little creatures, I’m sorry for not believing in you guys. And please, forget the meds and let’s bring out the bubbly.
A lot of people ask me about how my liberation from employment has been. I always brush them off with a vague “ok laaa” or “surviving” or more recently, “it’s not bad, I’ve made new imaginary friends”.
Yes, as a fulltime freelance copywriter, I do tend to spend the majority of my working hours on my own at home. And as a writer, that’s a good thing, except when my upstairs neighbor decides to rearrange their furniture all of the sudden… damn you!
Solitude let’s me tap into whatever is left in the inner reaches of my mind, where incidentally my imaginary buddies lurk.
Okay enough about my imaginary friends; they are apparently blog-shy.
So as a fulltime freelancer, things are quite different these days. While my work still revolves around clients and deadlines, there is always this sense of uncertainty that lurks over my head.
But to be honest, it is the same feeling of uncertainty I felt when I was employed. But now, I am in control – everything is entirely up to me – which is a feeling like no other. It is a feeling of exhilaration and pride one moment, then anxiety and insecurity the next. Not for the faint of heart for sure.
Ahhh yes, I’ve also become quite adept at ‘freelancer speak’, which are things freelancers say to make things look better than they actually are or just to be nice, for example:
When I Say > I Actually Mean
I am in between projects > I got nothing to do
I just came from another meeting > I had better things to do
Sorry I didn’t answer, I was in a meeting > Sorry, I just woke up
This weekend? Oh… I’m out of town > You crazy arr?!
Let me know what you think > Don’t think so much
Errr… you guys know this post is just for laughs right?