Comments on: Great jokes and great ads have a lot in common. http://www.sitsite.com/blog/2008/12/creativity-undressed/ Thu, 17 May 2012 15:21:29 +0000 http://wordpress.org/?v=2.5.1 By: Fabian Szulanski http://www.sitsite.com/blog/2008/12/creativity-undressed/#comment-275 Fabian Szulanski Mon, 22 Dec 2008 05:57:42 +0000 http://www.sitsite.com/blog/?p=125#comment-275 In your experience, in a long term -several ads- campaign for a single new product, does humor keep constant, or does it increase over time, so to go hand in hand with fusion increase? In your experience, in a long term -several ads- campaign for a single new product, does humor keep constant, or does it increase over time, so to go hand in hand with fusion increase?

]]> By: Grant http://www.sitsite.com/blog/2008/12/creativity-undressed/#comment-273 Grant Mon, 15 Dec 2008 10:54:28 +0000 http://www.sitsite.com/blog/?p=125#comment-273 Thanks Fabian for your thoughts. One of the SIT Creativity Templates for Advertising is called Extreme Consequence - I didn't realize there was such a strong link with the world of systems planning! Would love to discuss futher... Your second point is well made. I think humour is just part of the "effective" ad equation - as it hooks in the viewer, and creates a positive attitude toward the brand. But humour alone will not guarantee recall. This is why when we teach our Ad Creativity tools to ad professionals, we make a point of also teaching an "effectiveness" tool called "Fusion" that helps check that the brand/product behind the witty/humour/outlandish ad has the highest chance of being correctly recalled by the intended target audience. (Why not have you cake and eat it...) By the way, I find it very hard to remember jokes - but I can remember funny ads... Thanks Fabian for your thoughts. One of the SIT Creativity Templates for Advertising is called Extreme Consequence - I didn’t realize there was such a strong link with the world of systems planning! Would love to discuss futher…

Your second point is well made. I think humour is just part of the “effective” ad equation - as it hooks in the viewer, and creates a positive attitude toward the brand. But humour alone will not guarantee recall. This is why when we teach our Ad Creativity tools to ad professionals, we make a point of also teaching an “effectiveness” tool called “Fusion” that helps check that the brand/product behind the witty/humour/outlandish ad has the highest chance of being correctly recalled by the intended target audience. (Why not have you cake and eat it…)

By the way, I find it very hard to remember jokes - but I can remember funny ads…

]]> By: Fabian Szulanski http://www.sitsite.com/blog/2008/12/creativity-undressed/#comment-271 Fabian Szulanski Sun, 14 Dec 2008 10:07:38 +0000 http://www.sitsite.com/blog/?p=125#comment-271 Humor should be part of our DNA. Apart from helping design outstanding ads, it also helps us build internal and external rapport with our value networks. You could use the twist part for different purposes, such as helping people identify unintended consequences of their supposedly well planned initiatives, Now comes my question: Professionals sometimes use humor very effectively in ads, but how many could remember what was being advertised? Hw would you thrive for balance between humor and brand latency in people's mind? Humor should be part of our DNA. Apart from helping design outstanding ads, it also helps us build internal and external rapport with our value networks. You could use the twist part for different purposes, such as helping people identify unintended consequences of their supposedly well planned initiatives,
Now comes my question: Professionals sometimes use humor very effectively in ads, but how many could remember what was being advertised? Hw would you thrive for balance between humor and brand latency in people’s mind?

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