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  • How do people perceive the brands behind funny ads?
  • How do people perceive the brands behind funny ads?
    Ivana Cajina (2018) ©
Science

LOL! The science of comedy in advertising

Many brands recognise that evoking laughter is a sure-fire way to get people’s attention – but that’s easier said than done. Canvas8 spoke to Caleb Warren, a marketing professor at the University of Arizona, to learn about the difficulties of using humour in ads and how this impacts brand loyalty.

Location Global

Scope
In December 2018, all-natural deodorant brand Lume released an advert that shone a comical light on embarrassing body odours. Created in partnership with the Harmon Brothers, the spot sees a French-accented woman talk – and sing – about the origins of bad smells while making jokes at the expense of her butler-husband. In its first week, the video garnered 1.1 million views and nearly 9,000 social shares, reportedly boosting Lume’s sales by 600%.

While Lume’s advert was a hit, other brands that have attempted to harness humour have missed the mark. KFC’s dancing chicken ...

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