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.
![Clown Clowning](https://jaykrish.com/wp-content/uploads/2012/09/943248_84099971-190x300.jpg)
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.