Date post: | 12-Apr-2017 |
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Marketing |
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h u m o u r
n o n s e n s e
h y p e r b o l e s
INFUSIONh u m o u r / n o n s e n s e / h y p e r b o l e s
Andrea Bianchi Creative Director
@andbia
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“A joke is a very serious thing”
Winston Churchill
Yes it is. Especially if you are going to
spend millions in media buying.
Anonymous advertiser
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the very first goal of an advertisement
is to make people pay attention
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“Our attention is instinctively directed to anything that previous experience indicates
as potentially good or bad”
(The Atlantic on Why Funny TV Commercials Work)
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https://www.youtube.com/watch?v=DWnhXzUx_2o
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rather than being seen as simply manufacturers of chocolate, Cadbury wanted to reposition itself as "producers of happiness"
‘We felt that the time was right for the brand to not tell people that it
made you feel good, but to elicit that feeling, delivering something as
enjoyable as eating the chocolate.”
(Fallon)
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A humour brand is a confident brandand a confident brand is more attractive
(BlumbergBusiness on Funny Ads Make Brands Stronger)
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https://www.youtube.com/watch?v=owGykVbfgUE
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https://www.youtube.com/watch?v=Hq2SlCja3zo
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humour is social by nature: people love to spread funny stuff, even when the content is an ad.
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https://www.youtube.com/watch?v=fD1WqPGn5Ag
the response campaign
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it’s easy for the viewers to get so distracted by the joke that
they remember neither the brand nor the message
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https://www.youtube.com/watch?v=7mlG_MhMzYw
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https://www.youtube.com/watch?v=eDlaJlb1ezg
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https://www.youtube.com/watch?v=6Zv-ez_AYWc
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https://www.youtube.com/watch?v=0f4IEQQnN9c
don’t do it
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Humor is culturally specific
It’s hard to be funny
A joke sells only if inspires
a few
things to
remember
gross-out deliberately showing things or making
jokes about things that the audience may find unpleasant or disgusting,
in a humorous way, usually with controversial material such as toilet humour, nudity or any sexual topic.
https://www.youtube.com/watch?v=6f4LlON4yI0
however the fart-approach isn’t the only one when it comes to
interactive media.
https://www.youtube.com/watch?v=pjhvpocdAoI
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Hyperbolic approach can be a way to bring on an unusual behavior
in the audience
too boring to watch
Virgin America's 6-Hour Preroll
https://www.youtube.com/watch?t=216&v=UsMZRl71Zo4
https://www.youtube.com/watch?v=e_MelUp9E1g
40 minutes of Hootsuite's Holiday Owl
too annoying to share
MedExpress Antiviral video
https://www.youtube.com/watch?v=ci0sUoEwoXg
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when focused on an specific industry, exaggeration can be a smart way to mock the
excessive hype around a topic
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https://www.youtube.com/watch?t=183&v=FHp5_Gcpb9Q
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hyperbolism can also works as a good trick to stress
the product “benefit”
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TOOT Underwear experiments
https://www.youtube.com/watch?v=Omz0BDEGgys
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NTT Docomo high-speed LTE network
https://www.youtube.com/watch?t=49&v=lkaIoH6Um60
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http://bartonfgraf.com/project/burrito/
burrito grubhub
https://www.youtube.com/watch?v=FQC4Sb3Q5Lc
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or just a funny way to hack the internet.
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https://www.youtube.com/watch?v=zaymkAe0vHs
little caesars bacon timeline
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the geico unskippable ad
https://www.youtube.com/watch?t=64&v=pvcj9xptNOQ
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https://www.youtube.com/watch?t=30&v=8Dvx060Rx3g
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Mixing emotions:because humour can be both
hilarious and sickening at the same time
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little caesar breaking the cast
https://www.youtube.com/watch?v=xzHRUaS3eLU
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kayak brain surgery
https://www.youtube.com/watch?v=FqrTEQ_1h68
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value city furniture old table
https://vimeo.com/103976048
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linkography
some references that make a lot of sense about nonsense
barton f. graf www.bartonfgraf9000.com
fallon www.fallon.com
goodbye, silvestein & partners www.goodbysilverstein.com
john st. www.johnst.com
eric kallman erickallman.com
adfreak www.adweek.com/adfreak
tim & eric www.timanderic.com
adult swim www.adultswim.com
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INFUSION is the weekly report released by Alquimia WRG.
Every Friday morning we have breakfast exploring insights on the edge of creativity, strategic thinking and technology.
If you'd like to get infused, feel free to contact us at [email protected]
homework: make a baby cry
with a joke