Ex­ec­u­tive Cre­ative Di­rec­tor, FP7/DXB Dubai took for a stroll down mem­ory lane to re­count a col­lec­tion of hu­mor­ous ads, which he then an­a­lysed to em­pha­sise the power and risk of us­ing such a tool in ad­ver­tis­ing.

ArabAd - - COVER STORY -

Arabad …it’s im­por­tant to re­mem­ber that whilst we may be able to make our friends laugh, that doesn’t nec­es­sar­ily mean we can make mil­lions of strangers laugh too.

set of rules for it, so like ad­ver­tis­ing, it can be very sub­jec­tive. So why do we find some­thing funny? Per­haps just be­cause it cap­tures a mo­ment or an ob­ser­va­tion of truth that we can all re­late to. Equally, it can be timely or top­i­cal and there­fore top of mind and rel­e­vant to us.

But what is it that re­ally cap­tures and holds our at­ten­tion?

Well, Dan Den­nett, an Amer­i­can philoso­pher, writer and cog­ni­tive sci­en­tist, in his Ted Talk shares why peo­ple get at­tracted to four things: cute, sexy, sweet and… funny. He de­scribes how evo­lu­tion wired us to search and re­spond to th­ese four trig­gers. Bot­tom­line is we’re pre­pro­grammed to find th­ese things cute or funny.

Many other ad­ver­tis­ing and mar­ket­ing ex­perts also rec­om­mend the use of hu­mour, be­cause it’s fun­da­men­tal to form­ing pos­i­tive re­la­tion­ships. We buy from peo­ple we like and hu­mour is the eas­i­est and fastest way to get a con­sumer to like a brand.

But does hu­mour sell prod­ucts?

Well I’d say with­out a doubt, and there are hun­dreds of great case stud­ies to prove that point. To name a few of my favourites from across the years, just take a look at all of HHCL’S Tango ‘Hit of the Whole Fruit’ cam­paign from 2003, which was sim­ply ge­nius, in­cred­i­bly well-writ­ten and very, very funny. Watch ‘Post­man’ or ‘Bar­rel’ if you’d like your ribs tick­led.

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