High Five: Humour (Still) Sells
When was the last time you saw an ad that made you laugh out loud? Not smiling, grinning nor giggling - a proper ROFL. It took me way back years ago, and ads like that don’t come often. These days, award-winning ads are packed with heart-melting stories, ever-so-inspiring scripts, mind-blowing visuals, top-notch production, diverse cast, topped with contemporary covers of iconic tune. We have really nailed down our recipe for good work, haven’t we? But there are only so many John Lewis Christmas ads I can take, and catchy dancing ads I can scroll pass on social before I’m so bored. I yearn for something fun, or weird, or silly. Something to help me escape the mindless, endless scrolling on my phone, or those copy-heavy banners on the tube with CTA taking up 20% of the entire space. Why ads aren’t fun anymore? Have we all stop having fun while we make ads? I’m sharing with you five of my all-time favourites, serving you H.U.M.O.U.R right in the face. They may not all be your cup of tea, but they are definitely not boring...
Chaindrite Foam - 'Termite-ator'
Agency: MullenLowe Thailand
OTT HUMOUR. Thai commercials are unarguably the best of the region. They have taken humour in ads to another level. I see them as bite-size comedy shows. Chaindrite Insecticide ad series is the masterpiece where brilliant storytelling meets with clever script-writing, brilliant art direction and Oscar-worthy cast performance and costumes, backed by rich local insight. These ads are entertaining to watch yet so relatable and memorable. Also, top marks for product display and demonstration. This may as well be a Netflix show. Does humour need to be OTT to work in commercials? No, in fact, you can just inject it anywhere and everywhere, if possible.
UHA Mikakuto Co. Ltd. - 'Long Long Man'
Agency: Hakuhodo
HUMOUR x ROMANCE. Japan is world famous for so many things, including their sense of humour, and the award-winning 'Long Long Man' series is a fantastic example. A gum advert turned love triangle drama; the commercials’ 11 episodes keep you hungry for more before dropping a massive twist at the very end. From OTT acting, a great plot and a seriously catchy tune (I bet you can’t get ‘Long Longgggg Mannnnn’ out of your head after you watch it). A well-deserved Silver Cannes Lion 2018 winner.
Pot Noodle - 'You Can Make It'
Agency: Lucky Generals
Production: Blink / Blinkink
Director: Nick Ball
Editorial: WORK UK
HUMOUR x SMASHING GENDER STEREOTYPES. Not your average 'follow your dream' story, Lucky Generals’ 'You Can Make It' campaign for Pot Noodle mastered the art of mixing a dash of humour with a heart-warming storyline and a powerful message. The big twist at the end fills my heart with glee and laughter.
KFC - 'Crossroads'
Agency: Mother
HUMOUR x ANIMALS. Animals are naturally funny, right? But how do you make it cinematic? Mother London can surely tell. This KFC Christmas ad really has it all - a stunning wintry landscape, a feisty hero having a standoff with its nemesis, and an iconic Western soundtrack. Not a single word is spoken, yet it delivers the message loud and clear: "Turkey comes and goes, but chicken’s here to stay." No red berry lights, no pine trees, no candy canes, no Santa, no reindeers, no Christmas must-haves. Yet it’s one of my absolute favourite Christmas ads.
Old Spice - 'The Man Your Man Could Smell Like'
Agency: Wieden+Kennedy Portland
Production: MJZ
Director: Tom Kuntz
HUMOUR x SEX APPEAL. If sex sells and humour sells, why don’t we combine them together? W+K did just that, and brought us the most charming, sensational and irresistible sex symbol that adland has ever seen - The Old Spice Man. We loved him so much we gave W+K a Cannes Film Lions Grand Prix in 2010. I blame this ad for my unrealistic expectation for men...
