Who is laughing now?

Let’s bring humour back to advertising!

Advertising should be entertaining. But these days it’s more reserved to gorgeous face, beautiful frames, exotic locations, high-end graphics but no CONTENT. Of course, pretty face and high-end production value enhances the brand’s visibility. But lately I have realised that ads are reserved to this spectrum only.

These days people don’t get to see the surprise element in Ads anymore. Therefore, the purpose of infusing emotions for brand loyalty cease to exist.

Let’s look at this ad for a minute:

The best part of ads used to be telling an intriguing story within a short span of time. The purpose was to entertain the audience, infuse emotions and tell them about the brand; so that the audience can pull the trigger and make the purchase.

Here are 4 reasons why advertising doesn’t have to be boring and emotionless:

• People’s First: Let me tell you a short story. It was year 2014 when I started my advertising agency- Kalakriti Films; That time I just had 1 years of experience and was very passionate to start something on my own. I was charged up and ready to take over the entire world…

One day as I was discussing a script to a client. I had a coloured printout of the script in hand and was telling what needs to be done. I was really excited about the wonderful concept and idea that my brain has generated without the help of AI. LOL

Then suddenly the client stood-up from his chair. He came towards me. Took the paper from my hand; he held it in front of himself.. he started reading out loud and then suddenly stopped. He asked me to read it from where he left off… (bear with me.. I am going to make an important point here)  

I tried to take the paper to read it.. He said “no.. read it from where the paper is rightnow..” I said, “but I can’t.. as the paper is in your hand.. the letters in the script are all reversed from where I am looking at it right now”

He then smiled and said, “That’s what advertising means Kriti. You have come-up with the script which is directed towards you... and your point of view; and not towards the audience.”

It’s important to make ads from people’s point of view. What they want to hear and see. It’s not about what you are selling. It’s about how you are serving your audience. No one wants to see ME, ME, ME in ads anymore. People wants to get entertained and how your ad can benefit them in their life – even if it’s a 45sec or 1min ad film.

• Fun Drives Sales: No doubt, humour in ads increases the sales. What if FMCG products come up with depressing ad content; making its audience feel sad. Imagine a chocolate brand comes up with a concept like 2 kids are sitting in a park. One of them has a chocolate and eats with tears in his eyes. Of course, you feel empathic towards the child and would wonder what could have happened to the child. Your entire focus will be on the child but not on the chocolate.

This applies to every ad ever made in any industry. Doesn’t matter what product or services you are offering. You need to find a way to infuse positive/motivational fun element in ads.

As when people are in a happy mood, they tend to make better insightful decisions quickly.

• People are already struggling: Every human being on this planet earth is already struggling with some or the other reason. If someone says that they are genuinely happy and living a blissful life with zero amount of stress in all areas of life; is either lying to you or to himself; and if you are actually happy with zero stress, what so ever, then I would like to know your secrets. :)

My point being, people are fighting their own battle, why give them another reason to skip your AD. When it’s not easing their pain/life even for 45secs.

• Ad are not for dumping information: The major reason why today’s ads are not working is because it has become a dumping ground for all the information about your product or services. This is why the scope of any storytelling cease to exists.

 Ain’t interested to know whether your product has Vitamin C, Tea-tree oil, Jojoba oil, Argon Oil, Zinc Oxide, Octisalate, Titanium Dioxide and what not. Just tell me it’s the best sunscreen I will ever get to protect my skin from Sun’s UV rays and it has SPF 50. I am ready to buy.

If I need more information, I will of course google it, or check your website. Don’t burden me with so many information that I might not remember after 10mins.

P.S- I googled the sunscreen’s ingredients though.. LOL

See, advertising doesn’t have to boring. It’s high time to bring back the golden era of advertising. It’s time to incorporate visual storytelling and humor in advertising campaigns. As after all it’s about your brand and your customers… and every business needs advertising and promotion to survive.

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