Humor in Ads
It Sticks to you!- Humour in Advertisement for Long Term
By Claudia Coulombe
“Humorous advertising campaigns are effective in the short-term, but do little to achieve long term objectives for a product or service” (Tuckwell, 2012) Humour can be interpreted differently by individual viewers; the mocking humour or the congenial humour. It can be a sensitive case for the campaign to conduct however to an overall procedure; humour has its supremacy of maintaining remembrance for a long period of time, to viewers and listeners. There are things individuals will never forget in the past that have made them laugh till ache. This is why I firmly believe that the whole idea of integrating humour into social advertisement campaigns is highly effective for not only short term but long term period of time. Not everyone has the same concept of humour; success must be attained from the campaign. It is difficult to reach everyone’s idea of comedy. But successful ones will never be forgotten; for example the Old Spice commercial. “The success of the Old Spice Guy campaign was no fluke. P&G carefully crafted the campaign to reach a specific market segment with an engaging message. They knew who their competitors were, as well as why people bought those products and their own. They also knew what attributes made their product stand out.” The campaign knew directly where to reach viewers’ attention and from its beginning till this day, the old spice commercial still leaves a spot of laughter. The results of the old spice commercial were impeccable and are still evaluating its continuous growth in market. “P&G planned for a 3-5% growth for Old Spice body wash but actually experienced 38% growth – so much so that they’re not able to keep up with demand and their products are “on allocation” because they cannot produce them fast enough. Their brand channel is #1 on YouTube and the #2 most subscribed to. They also saw close to 3000% growth of their audience on Twitter and
By Claudia Coulombe
“Humorous advertising campaigns are effective in the short-term, but do little to achieve long term objectives for a product or service” (Tuckwell, 2012) Humour can be interpreted differently by individual viewers; the mocking humour or the congenial humour. It can be a sensitive case for the campaign to conduct however to an overall procedure; humour has its supremacy of maintaining remembrance for a long period of time, to viewers and listeners. There are things individuals will never forget in the past that have made them laugh till ache. This is why I firmly believe that the whole idea of integrating humour into social advertisement campaigns is highly effective for not only short term but long term period of time. Not everyone has the same concept of humour; success must be attained from the campaign. It is difficult to reach everyone’s idea of comedy. But successful ones will never be forgotten; for example the Old Spice commercial. “The success of the Old Spice Guy campaign was no fluke. P&G carefully crafted the campaign to reach a specific market segment with an engaging message. They knew who their competitors were, as well as why people bought those products and their own. They also knew what attributes made their product stand out.” The campaign knew directly where to reach viewers’ attention and from its beginning till this day, the old spice commercial still leaves a spot of laughter. The results of the old spice commercial were impeccable and are still evaluating its continuous growth in market. “P&G planned for a 3-5% growth for Old Spice body wash but actually experienced 38% growth – so much so that they’re not able to keep up with demand and their products are “on allocation” because they cannot produce them fast enough. Their brand channel is #1 on YouTube and the #2 most subscribed to. They also saw close to 3000% growth of their audience on Twitter and
Cited: Dew, M. (Director). (2000). Mountain Dew Goat Commercial [Motion Picture]. Worsham, S. (2010, November 17). How P&G Designed Success with the Old Spice Guy Campaign. Retrieved from SazBean: http://sazbean.com/2010/11/17/how-pg-designed-success-with-the-old-spice-guy-campaign/ Tuckwell, Keith. J., (2012). Canadian Advertising In Action. 9th Edition. Toronto: Pearson.