Humour, Nonsense, Hyperboles [Infusion October 9th 2015]
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If Winston Churchill once stated that “A joke is a very serious thing”, in the advertising industry it could be even more serious. In this deck form our creative director Andrea Bianchi, you'll discover all the funny expressions of advertising, from nonsense to hyperboles, from gross-out to sickening humor.
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Humour, Nonsense, Hyperboles [Infusion October 9th 2015]
- 1. h u m o u r n o n s e n s e h y p e r b o l e s
- 2. INFUSIONh u m o u r / n o n s e n s e / h y p e r b o l e s Andrea Bianchi Creative Director @andbia
- 3. INFUSION INFUSION “A joke is a very serious thing” Winston Churchill
- 4. Yes it is. Especially if you are going to spend millions in media buying. Anonymous advertiser
- 5. INFUSION INFUSION the very first goal of an advertisement is to make people pay attention
- 6. INFUSION INFUSION “Our attention is instinctively directed to anything that previous experience indicates as potentially good or bad” (The Atlantic on Why Funny TV Commercials Work)
- 8. INFUSION INFUSION rather than being seen as simply manufacturers of chocolate, Cadbury wanted to reposition itself as "producers of happiness" ‘We felt that the time was right for the brand to not tell people that it made you feel good, but to elicit that feeling, delivering something as enjoyable as eating the chocolate.” (Fallon)
- 9. INFUSION INFUSION A humour brand is a confident brand and a confident brand is more attractive (BlumbergBusiness on Funny Ads Make Brands Stronger)
- 12. INFUSION INFUSION humour is social by nature: people love to spread funny stuff, even when the content is an ad.
- 14. INFUSION INFUSION it’s easy for the viewers to get so distracted by the joke that they remember neither the brand nor the message
- 19. INFUSION INFUSION 1 2 3 Humor is culturally specific It’s hard to be funny A joke sells only if inspires a few things to remember
- 20. gross-out deliberately showing things or making jokes about things that the audience may find unpleasant or disgusting, in a humorous way, usually with controversial material such as toilet humour, nudity or any sexual topic.
- 23. however the fart-approach isn’t the only one when it comes to interactive media.
- 25. INFUSION INFUSION Hyperbolic approach can be a way to bring on an unusual behavior in the audience
- 31. INFUSION INFUSION when focused on an specific industry, exaggeration can be a smart way to mock the excessive hype around a topic
- 33. INFUSION INFUSION hyperbolism can also works as a good trick to stress the product “benefit”
- 35. INFUSION INFUSION NTT Docomo high-speed LTE network https://www.youtube.com/watch?t=49&v=lkaIoH6Um60
- 37. INFUSION INFUSION or just a funny way to hack the internet.
- 39. INFUSION INFUSION the geico unskippable ad https://www.youtube.com/watch?t=64&v=pvcj9xptNOQ
- 41. INFUSION INFUSION Mixing emotions: because humour can be both hilarious and sickening at the same time
- 42. INFUSION INFUSION little caesar breaking the cast https://www.youtube.com/watch?v=xzHRUaS3eLU
- 44. INFUSION INFUSION value city furniture old table https://vimeo.com/103976048
- 45. INFUSION INFUSION linkography some references that make a lot of sense about nonsense barton f. graf www.bartonfgraf9000.com fallon www.fallon.com goodbye, silvestein & partners www.goodbysilverstein.com john st. www.johnst.com eric kallman erickallman.com adfreak www.adweek.com/adfreak tim & eric www.timanderic.com adult swim www.adultswim.com
- 46. INFUSION INFUSION INFUSION is the weekly report released by Alquimia WRG. Every Friday morning we have breakfast exploring insights on the edge of creativity, strategic thinking and technology. If you'd like to get infused, feel free to contact us at infusion@alquimiawrg.com homework: make a baby cry with a joke