Ab­surd Re­al­i­ties and funny sit­u­a­tions

ArabAd - - COVER STORY -

Brands have al­ways been cau­tious when it comes to pro­mot­ing their prod­ucts or ser­vices us­ing hu­mour. Though the rea­sons may vary in light of in­con­clu­sive re­search, what is clear is that the re­sults re­lated to the out­come of such an ap­proach can yield a num­ber of un­ex­pected re­ac­tions. How­ever, when care­fully crafted, such ads could pack a sig­nif­i­cant punch thereby boost­ing the brand to the fore­front. Ex­am­in­ing the fol­low­ing vis­ual sec­tion of ads, it be­comes clear that hu­mour here is used to drive a broad num­ber of re­sponses rang­ing from those that re­flect a comic re­al­ity, em­bar­rass­ing sit­u­a­tions, sex­ual insinuations and ef­fects that mimic the metaphor­i­cal es­pe­cially when it comes to real-life sit­u­a­tions, which most view­ers can re­late to. Though in some of those in­stances the sit­u­a­tions seem ab­surd, they none­the­less par­ody a re­al­ity that places the brand cen­tre stage and hope­fully, top of mind.

'Re­al­ity Sucks' (Free Willy; Ti­tanic) - UGC by Du­val Guillaume An­twerp

'En­joy the Dark' - Kit Kat by JWT Kuwait

'Bad food bad dog' - Nutri Bal­ance by Y&R Chile (2009)

'0 to 100 km/h in 8.4 sec' - Hyundai Coupé

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