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.
Caleb Warren is a consumer psychologist at the University of Arizona teaching electronic and digital marketing. His research explores how brands acquire symbolic meaning and how consumers pursue both immediate and long-term goals. He has presented and published his work in influential academic journals and conferences in marketing, psychology, and humour studies.
It’s 2018, but for the most part, advertisers are living in the 1960s. Maltesers is setting itself apart by tackling taboo subjects and highlighting marginalised groups, such as disabled people and the LGBT+ community – but will other advertisers take note?
The spot by Wieden + Kennedy promotes KFC’s $20 Fill Up options, a choice of meal deals designed to feed a family of four. The ad humorously satirizes the family sitcom genre, depicting a ‘conventional’ family scene unravel and become increasingly surreal.
Product placement is a Marmite issue. While some people may find a Miley Cyrus music video featuring EOS lip balm, Tom Ford sunglasses and Beats speakers totally tacky, others barely notice it. Canvas8 spoke to 30 Britons to gauge how they feel about this form of advertising in film and on TV.
Aldi has built a perception of itself as an unpretentious supermarket for the cost-conscious. And by using techniques typical of challenger brands – through self-effacing humour and the use of ‘real people’ in ad campaigns – it’s capturing the hearts (and wallets) of the British public.