Using Comedy in Advertising: Who Should Use It, When to Use It, and Where to Use It

Comedy in your promote can get you really far. We’re talking over 100 million views on YouTube far.

We’d be remiss not to mention the Harmon Friend in an article on comedic ads. Their viral ads have garnered tens of millions of views, altering spectators to customers and creating labels that are hard to forget.

Have you ever heard of Squatty Potty, Poo-Pourri, or Purple mattresses?

If so, then you’ve seen the Harmon Friend at work. They’re a great representation of the ability of humor in advertisings and why, even if you don’t think you have the right product, you can probably incorporate some comedic relief into your campaigns.

Here’s the explosion of who should use comedy in their ads, when they should use it, and where to use it for the most impact.

Who Should Use Comedy in Advertisements

When it comes to comedic ads, often ages firms think it’s just not a are suitable for their audience. While this can be true in some cases, it’s also totally false in others. For lesson, exercising comedy in ads based on concoctions like Squatty Potty and Poo-Pourri seems like low-toned hanging fruit.

Using comedy for commodities like mattresses, deodorant, and tongue cleans isn’t so obvious. Yet, the Harmon Friend have made ads for these products run viral.

Purple Mattress:

Lume Deodorant:


They’re a tried and true case study that proves you can bring slapstick into almost any business. So, how do they get those inventive comedic opinions flowing?

In their book, Poop to Gold, the Harmon Friend describe their artistic process as the necessity of creating a specific culture within your busines/ business/ market team. Execs, marketing overseers, and directors need to trust their team, their squad needs to trust them enough to feel pleasant sharing ludicrous projects( like a pooping unicorn ), and they need to trust each other for the essential points collaborative home of a viral ad.

Most businesses can use comedy in their ads, as long as they’re not selling something serious. For illustration, pharmaceutical companies should probably sit this one out.

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When to Use Comedy in Your Ads

A potent time to use comedy in your ads is at the very start of your sell endeavors. If your target audience is mostly unaware of your concoction, coming in hot with a funny ad can be the reason you become top-of-mind. It’ll also be a huge distinguisher between you and the competition.

In one of the most competitive ad messages industries, the home and renters insurance company Lemonade is using light-hearted announce to make their social media platforms an enjoyable situate for prospective customers.

Their entire social media strategy is to dip everyday entries into pink paint with the hashtag #CoveredByLemonade. Here’s a screenshot of their Instagram feed 😛 TAGEND

Lemonade's Instagram posts

With that said, if you haven’t been using comedy in your ads but you want to start, you’re not attach where you are. You is absolutely start incorporating comedy into your digital advertising strategy by either constituting smaller comedic references or having an part rebrand of your style and tone.

Mega business have done this before–rebranding themselves with a area of comedic succour despite being initially known for general down-the-middle branding.

Remember the notorious iHOP campaign that said the pancake house was changing their list to iHOB, International House of Burgers? The comedic rebranding went viral and they sold 4 times bigger burgers than prior to the campaign’s launch. Thankfully, it was just a marketing campaign and not an actual rebranding( are living the flapjacks ), but it was a great lesson for purveyors on contributing humor to a previously non-comedic brand.

The iHop logo changed to iHob

Just remember, if you already have a customer-base, you want to make sure that they crave the slapstick as much as you do. Rebranding can be a perilous game if it’s not done the right way. You don’t want to lose dedicated patrons because they don’t recognize your brand anymore and feel alienated from it.

Where to Use Comedy in Your Ads

If you decide that your commodity fits with a comedic label expres and that your customer avatar is going to appreciate it, then it’s time to figure out where you’re going to entertain your audience.

For example, you could choose to focus on YouTube videos like the Harmon Friend or you could explore some of the many other options.

You could create an email funnel for the launching of your brand-new SaaS product. The entire funnel can have an underlying comedic label expression, shaping your customers that much more interested in reading the next email they get.

This is a great way to realise beings excited about your next touchpoint, instead of assumed with another email advertisement.

This is a strategy that DigitalMarketer has been using for years. While we are totally serious about marketing and what you need to do to get the shifts you demand, we’re not here to be your boring middle school science teacher.

That’s why you’ll always find an underlying tone of humor in our emails, our blog posts, and even from Ryan Deiss give his keynote on stagecoach at the Traffic& Conversion Summit.

Here’s a summing-up of Ryan’s keynote from the 2019 Traffic& Conversion Summit: Ryan Deiss on the Culminate of Marketing As We Know It( And I Feel Fine )

Or, you’ll find an underlying tone of feeling in our emails 😛 TAGEND

DigitalMarketer email example using comedy

Essentially, if you’re choosing to use comedy in your ads, that comedy needs to be seen in all of your platforms–from website to email pour to socials expressed his gratitude pages. This is because comedy has become a staple of your firebrand utter.

Your brand voice equips on a spectrum between humorous and definitive. In the case of comedy, you’re leaning towards the humorous side of the range. This means that your target audience is always going to expect some lively nature to the content they predict from you, even if it’s not full of comedy each time( ex. product descriptions ).

If you’re reading this article, risks are that you’re considering bringing some comedy into your commerce approaches. The best room to do so is to sit down with your crew, get the dry erase markers, and “ve been coming” with the most ridiculous thoughts that you are able to. Then, have the team go through each theme and elect, restricting the schedule down to the top 3 options.

From there, look at your target audience. Which of these ads would reverberate the best with them( i.e. which one is guaranteed to stimulate them laugh out loud )?

Once you’ve composed your ad, make sure to let us know because, hey–we like to laugh too.

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