The Marketing Agency Talk

Huh?

Ya, right. When I first heard this on a network gathering, I just smiled politely and did not attempt to argue with this pompous guy who was swirling his wine glass all the time.

Basically, this chap was saying that his ad agency presented an ad campaign that he ditched into the bin right away. His ground was they were simply “too funny and too clever” and that his customers won’t get it.

Says who?

He was taking himself too seriously. Perhaps he is underestimating his clients. I just don’t understand why some clients think their clients are some kind of morons that only appreciate blatant advertising. Using humor can be a very powerful weapon. Do you buy when you are happy or sad? Is your buying defense mechanism up or down when you are smiling happily? Some of Fedex ads were pretty funny. The funny people and funny scenes did not in any way relegate or abuse the importance and quality of Fedex services. In fact, the humour strikes home the message that it is a star. I like the recent “Mr Zhang” ad, it did put a smile on my face. However, however, would the smaller courier companies in China be amused or offended? The humor is made at their expense. Yes, making humorous commercias can be tricky. But it’s not impossible, remember DHL’s budgie and cat?

Stan Freberg, a famous advertising genius said: “Humour in advertising is like a gun in the hands of a child. You have to know how to use it. Otherwise it can blow up on you.” To be funny at the expense of others’ agony is certainly uncalled for. However, use it correctly, the client (and eventually, in time to come, the ad agency too) will laugh it’s way to the bank.

For academics and folks in the creative industry, you may want to read a thesis written by Veronica Olsson and Asa Larsson entitled Humor in Advertising. Great insight there.

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