![]() ![]() Of course, there are some situations where humor is just not appropriate – – serious life issues, mean-spirited, sexist or condescending humor, things that appeal to only a miniscule narcissistic sub-segment of society (copywriters), and stuff that’s just not funny. Humor, in addition to helping break through the clutter, is a very good way to create that direct connection, and maybe help bring that prospect a little closer to being a customer. ![]() ![]() Great marketing messaging creates a connection with the viewer – – to demonstrate that the advertiser understands who their target consumers are, and what they feel and need – – and that this empathy presumably translates to a belief that they can better meet your needs. Southwest has always done a great job of using humor to relate to its customers on an equal level, rather than a formal ‘we’re in charge’ approach, and in addition to being fun, it breaks down the barriers that might otherwise exist in a sometimes stressful activity. We all know that pre-flight announcements are routine and that no one listens anymore.Everyone is familiar with these (classic example in the video).Without the gag I would have not paid attention.Įxhib it E – Southwest Airlines safety announcements It’s funny! I know lots of dog snobs – – hey, I’m one myself! And it worked to give Buick a more relatable identity (the only Buick owner I know is Mom).Fido is now a “ Golden-English-Labra-Irish-Bernedoodle Retriever–with the temperament of a Pug” In this pool out, they up the ante on the dog owner status.In the base spot, a suburban dog-walking woman corrects the Buick owner by identifying her dog as a ‘Bernie-doodle’, a nice send-up of dogs as status symbols.I am not a Buick guy, but I did a double-take with a current spot. Official video inexplicably not available – – bootleg version here. But their recent “I Want it All” (Queen cover) regional ad is an over the top statement that they’re different – – complete with air guitar – – and that they get where you’re coming from (we all know it’s just a convenience store – – lighten up – – ours is pretty good).Sheetz prides itself on its Made To Order food and has long taken a light touch with the family name, selling “Shwingz” (wings), “Shmuffinz” (breakfast sandwich), and “Shweetz” (baked goods).That’s a great connection.Įxhibit C – Sheetz (a 600-unit, 65-year old mid-Atlantic convenience/gas chain)Ĭonvenience stores connected to gas stations are many, varied, and mostly interchangeable. Sample lyrics: “Well, I’ve been sitting here all day/I’ve been sitting in this waiting room/And I’ve been waiting on my friends/Yes, waiting on this conference call – all alone/And I’m on hold, well yes, I’m on hold/I hope it’s not all day”.Ĭheck out the YouTube video below, and check out the comments. “ I’m On Hold” was written and performed by Alex Cornell, an UberConference exec. Here’s a company that essentially force-feeds hold music saying “hey, we rely on hold music and even WE think it sucks!” In other words, they get it. First time I heard it, I laughed out loud. If you’re waiting for other people to join your UberConference call, you will hear music about…being on hold. It made me laugh – – and it worked (actual email below)Įxhibit B – UberConference – World’s Best Hold Music!.Simply put, adding you to our Sprinkler Supply Store family was cause for immediate celebration, everyone is thrilled you’re now a customer. “It’s Raining Men” blared from every speaker. … but no one could hear the rest of the announcement over the clamorous applause. “Listen up folks! David is joining us from… This should have been an invitation to unsubscribe, but the way it was done, I now look forward to future emails! I like them! How did that happen?.Then I got their ‘welcome’ email with ‘Huge Announcement’ in the subject line, signaling that I was now in their database.I ordered replacement gaskets online from a sprinkler supply company. When done right, viewers are thinking “they get me! – they’re talking to me”.I’m talking about funny that connects to someone as a person. I’m not talking about Bud Light ha-ha slapstick funny – there’s lots of that out there (and a lot of it is not particularly funny). ![]() Overly serious messaging with the tonal equivalent of sucking a lemon can get a message across but can also miss a great opportunity to connect with the audience and to break through in a crowded environment. Having a little fun can be a great way to break from the pack and enhance your brand identity. Sometimes, as marketers, we take ourselves WAY too seriously. ![]()
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