A recent Stuart Elliott column in The New York Times reported on a trend I’ve been aware of for some time: advertising agencies get the strategic advantage comedy can provide to a marketing campaign. For some reason, though, my humorless peers in public relations don’t.
Major advertisers such as Capital One, Cover Girl and Kellogg’s have retained the services of famous comedians such as Jimmy Kimmel, Jerry Stiller and Ellen DeGeneres to sell their wares.
And, National Public Radio has leveraged the white hot Alec Baldwin to launch a series of hilarious, counter-intuitive radio spots urging listeners not to make the financial contributions critical to NPR’s very survival. Click below to listen: (Alec Baldwin Wants to Destroy Public Radio . . .).
Charles Torrey, vice president, marketing, for Minute Maid Pure Squeezed Orange Juice, explains why he’s opted for comedy in his commercials: “Humor is a way to differentiate our brand in a stodgy category,” he says, adding that it also humanizes the brand and makes it seem more relevant. Marc Mentry, senior vice president, advertising & creative at Capital One Financial Services, agrees, and added: “We’re very serious about your money, but we don’t take ourselves seriously.” (Hey, that’s been Peppercom’s mantra for 16 years. Do I smell an intellectual property lawsuit in the making?).
Elliot opines that comedy is hot right now because people need to laugh when times are bad. He cites the likes of Edgar Bergen & Charlie McCarthy, Fred Allen and Jack Benny as three, top Depression-era comedians who did the exact same thing for brands way back when.
I don’t agree with Elliot. I think comedy is a universal and creates a distinct, strategic advantage in good times and bad.
Advertising people are using comedy solely because their market research tells them it will resonate with the 99%ers and others in support of the Occupy Wall Street movement. And they’re right. But most advertisers will also abandon comedy when happy days are here again. That is, except for the savvy ones who know that when people laugh, they fall in love with a product or service.
Comedy is incredibly effective in external and internal communications. It’s also a critical building block for creating better presentation skills as well as enhancing employee morale.
It’s nice to see the advertising guys finally getting comedy, if only as a short-term remedy during a recession.
As for my peers in public relations? Keep focusing on your dour, statistical-laden, off-the-shelf communications plans while we’re busy figuring out smart and subtle ways in which to inject ours with self-deprecating humor. Oh, and by the way, we also offer stand-up comedy experiences for Fortune 500 clients that are just now starting to take off. Talk about a non-traditional way in which to engage with a client that’s already listed Weber or Edelman as their AOR. Give it another year or so and we’ll be laughing all the way to the bank.