How Humour Sells
In marketing, one campaign that has stood out in recent years is the Old Spice ad. Its blend of humour and audacity captivated audiences and has become a case study in effective advertising. However, while humour can be a powerful tool, it often comes with significant risks, particularly for local business owners. Let's delve into why humour works in some cases and why it can be a double-edged sword in marketing.
The Old Spice Ad
If you haven't seen the iconic Old Spice commercial, take a moment to watch it here. This ad is a brilliant example of humour in marketing, leveraging wit and absurdity to great effect. The central message is clear: other body washes make men smell like ladies. This premise sets the stage for a series of rapid-fire, humorous scenarios, all tied together by a charismatic and confident spokesman.
Why the Humor Works
Perfect Execution: The success of the Old Spice ad hinges on the actor's performance. He embodies the role with effortless arrogance, making every line and transition believable and engaging. This kind of execution requires a very skilled individual, something that's not always available for every campaign.
Engaging Visuals and Transitions: In just 30 seconds, the ad takes viewers from a bathroom to a boat, then to various other scenarios, all seamlessly. The rapid transitions and visual surprises keep the audience hooked.
Clever Script: The script's humour is sharp and well-timed. The use of repetition exaggerated claims, and direct address to the viewer (“Look at your man, now back to me”) adds layers of humour and keeps the audience engaged.
The Risks of Humor in Marketing
While the Old Spice ad is a prime example of successful humorous marketing, it’s crucial to recognize the potential pitfalls:
Execution Challenges: Pulling off humour requires a deft touch. Without the right talent and execution, a humorous ad can fall flat. It’s not just about having a funny idea but delivering it in a way that resonates with your audience.
Memorability vs. Product Recall: Even if a humorous ad is successful, there's a risk that the audience will remember the joke but not the product. This can lead to high engagement but low conversion rates, which is not ideal for sales-driven campaigns.
Offence and Missteps: Humor is subjective, and what’s funny to one person might be offensive to another. Poorly crafted jokes, lack of context, or culturally insensitive content can backfire, harming your brand’s reputation.
Overcomplication: Humor can complicate the selling process. The primary goal of any advertisement is to sell a product or service. Introducing humour adds a layer of complexity that can detract from this goal if not executed flawlessly.
When Humor Goes Wrong
Several factors can lead to the failure of humour in ads:
Offensiveness: Jokes that are too edgy or offensive can alienate potential customers.
Poor Writing and Execution: Even a funny concept can fall flat with bad writing or poor delivery.
Misreading the Market: Understanding your audience is key. What’s funny in one context might not be in another.
Over-acting and Cheesiness: Subtlety often works better than over-the-top performances. Cheesy lines and forced humour can be a turn-off.
Should You Use Humor in Your Marketing?
For local business owners, the takeaway is clear: use humour with caution. While a well-executed humorous ad like Old Spice’s can generate buzz and engagement, it requires significant skill and understanding of your audience. Most importantly, never lose sight of your primary objective: selling your product or service. If humour complicates this goal, it might be best to stick to more straightforward, effective marketing strategies.
Remember, SELLING sells stuff. Focus on clear, compelling messaging and consider adding humour only if you’re confident it enhances rather than detracts from your primary message.
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