h u m o u r

n o n s e n s e

h y p e r b o l e s

INFUSIONh u m o u r / n o n s e n s e / h y p e r b o l e s

Andrea Bianchi Creative Director

@andbia

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“A joke is a very serious thing”

Winston Churchill

Yes it is. Especially if you are going to

spend millions in media buying.

Anonymous advertiser

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the very first goal of an advertisement

is to make people pay attention

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“Our attention is instinctively directed to anything that previous experience indicates

as potentially good or bad”

(The Atlantic on Why Funny TV Commercials Work)

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https://www.youtube.com/watch?v=DWnhXzUx_2o

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rather than being seen as simply manufacturers of chocolate, Cadbury wanted to reposition itself as "producers of happiness"

‘We felt that the time was right for the brand to not tell people that it

made you feel good, but to elicit that feeling, delivering something as

enjoyable as eating the chocolate.”

(Fallon)

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A humour brand is a confident brandand a confident brand is more attractive

(BlumbergBusiness on Funny Ads Make Brands Stronger)

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https://www.youtube.com/watch?v=owGykVbfgUE

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https://www.youtube.com/watch?v=Hq2SlCja3zo

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humour is social by nature: people love to spread funny stuff, even when the content is an ad.

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https://www.youtube.com/watch?v=fD1WqPGn5Ag

the response campaign

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it’s easy for the viewers to get so distracted by the joke that

they remember neither the brand nor the message

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https://www.youtube.com/watch?v=7mlG_MhMzYw

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https://www.youtube.com/watch?v=eDlaJlb1ezg

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https://www.youtube.com/watch?v=6Zv-ez_AYWc

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https://www.youtube.com/watch?v=0f4IEQQnN9c

don’t do it

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1

2

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Humor is culturally specific

It’s hard to be funny

A joke sells only if inspires

a few

things to

remember

gross-out deliberately showing things or making

jokes about things that the audience may find unpleasant or disgusting,

in a humorous way, usually with controversial material such as toilet humour, nudity or any sexual topic.

https://www.youtube.com/watch?v=6f4LlON4yI0

however the fart-approach isn’t the only one when it comes to

interactive media.

https://www.youtube.com/watch?v=pjhvpocdAoI

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Hyperbolic approach can be a way to bring on an unusual behavior

in the audience

too boring to watch

Virgin America's 6-Hour Preroll

https://www.youtube.com/watch?t=216&v=UsMZRl71Zo4

https://www.youtube.com/watch?v=e_MelUp9E1g

40 minutes of Hootsuite's Holiday Owl

too annoying to share

MedExpress Antiviral video

https://www.youtube.com/watch?v=ci0sUoEwoXg

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when focused on an specific industry, exaggeration can be a smart way to mock the

excessive hype around a topic

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https://www.youtube.com/watch?t=183&v=FHp5_Gcpb9Q

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hyperbolism can also works as a good trick to stress

the product “benefit”

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TOOT Underwear experiments

https://www.youtube.com/watch?v=Omz0BDEGgys

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NTT Docomo high-speed LTE network

https://www.youtube.com/watch?t=49&v=lkaIoH6Um60

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http://bartonfgraf.com/project/burrito/

burrito grubhub

https://www.youtube.com/watch?v=FQC4Sb3Q5Lc

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or just a funny way to hack the internet.

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https://www.youtube.com/watch?v=zaymkAe0vHs

little caesars bacon timeline

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the geico unskippable ad

https://www.youtube.com/watch?t=64&v=pvcj9xptNOQ

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https://www.youtube.com/watch?t=30&v=8Dvx060Rx3g

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Mixing emotions:because humour can be both

hilarious and sickening at the same time

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little caesar breaking the cast

https://www.youtube.com/watch?v=xzHRUaS3eLU

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kayak brain surgery

https://www.youtube.com/watch?v=FqrTEQ_1h68

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value city furniture old table

https://vimeo.com/103976048

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linkography

some references that make a lot of sense about nonsense

barton f. graf www.bartonfgraf9000.com

fallon www.fallon.com

goodbye, silvestein & partners www.goodbysilverstein.com

john st. www.johnst.com

eric kallman erickallman.com

adfreak www.adweek.com/adfreak

tim & eric www.timanderic.com

adult swim www.adultswim.com

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INFUSION is the weekly report released by Alquimia WRG.

Every Friday morning we have breakfast exploring insights on the edge of creativity, strategic thinking and technology.

If you'd like to get infused, feel free to contact us at infusion@alquimiawrg.com

homework: make a baby cry

with a joke