Humor in Marketing

I have a business associate, a networking ninja I respect, that says there is no place for humor in networking. I know several marketers that steer clear of any humor in campaigns to avoid the risk.  What if your joke falls flat? What if your humor comes across as insensitive or offensive?

Well, marketing is a serious business, no doubt about that. We’re trying to sell people stuff after all, and seriously – what could possibly be more important? Perhaps it’s best to steer clear of anything remotely funny.

Many years ago, my first real job after leaving the music industry was with the government, the City of Atlanta to be exact, and Andrew Young was still mayor. He could walk into a gathering and give an extemporaneous speech and immediately build rapport with the audience, often by using humor. The speeches, presentations, and advertising campaigns we remember connected with us in some way emotionally. They told a story. Often a story that made us laugh or cry.

With all the companies vying for our attention, how do you differentiate yourself from the crowd and cut through the noise? Do something different. Make people laugh, make them cry, but make them feel something.

If I’m fast forwarding through commercials and see the Subaru “Dog Tested, Dog approved” commercials I’ll stop and rewind to see it. I know the Chewy Ads with Giorgio and Ralph by heart. “The peanut butter box is here! the peanut butter box is here!”

I loved the Dos Equis’ “Most Interesting Man in the World” commercials. “He lives vicariously through himself. His blood smells like cologne.” That ad campaign resulted in the beer company nearly tripling its sales. They ditched the actor, John Goldsmith, in 2016 to appeal to a “younger crowd” and millennial drinkers. His replacement bombed and sales slumped.

Some of my favorite clients over the years picked Bleeding Edge over competitors precisely because we were a little off-beat and willing to take chances.

So, the next time you’re brainstorming a marketing campaign, don’t be afraid to let your freak flag fly. Embrace the absurd, the silly, the downright weird. After all, as the legendary humorist Mark Twain once said, “Against the assault of laughter, nothing can stand.”

What are some of your favorite clever Ad campaigns?

Oh, and here’s a good one, an HR director, a lingerie designer, and a Rabbi walk into a bar…