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The 2002 movie “Minority Report” portrayed a futuristic vision of advertising as the lead character, John Anderton, enters a shopping mall that identifies him from retina scans and pitches personalized ads to him as he walks by: “John Anderton, you could use a Guinness right about now.” That scene influenced a generation of marketers.
I riffed on this premise with a cartoon a few years ago in which John Anderton is publicly subjected to ads for hemorrhoid medication and incontinence pads based on his purchase history (cartoon at the end of this post).
The rise of voice AI and the internet of things opens up another domain of personalized advertising more personal than the mall — the home.
If there’s one thing that wins me over in an advertisement, it’s effective use of humor. I mean, who doesn’t love a funny ad? I for one have been known to spend the better part of a Friday night looking up my favorite funny ads of all time and showing them to my husband for what’s probably the twentieth time. (It’s always funnier the twentieth time, right?) Knowing that some funny ads might make your day a little brighter or serve as inspiration for your next project, the HOW team couldn’t help but curate a little collection below, including some old favorites, some we’ve recently discovered and some so weird you can’t help but laugh, plus a couple of vintage ads for good measure....
Talk about ambition: Reyka Vodka has decided to use Facebook Live to wish every single resident of Iceland Gleðilega hátíð, or "Happy holidays." Iceland isn't a big country, but it does count over 320,000 residents—making this quite a job for Frikki, the man who's been appointed to do it. Luckily, he's had help narrowing down the list, in a campaign created by Red Tettemer O'Connell + Partners." Although there are over 320,000 people living in Iceland, the Icelandic Naming Committee has listed just 4,512 approved Icelandic names," says Frikki. "I will now read each name, wishing Gleðilega hátíð to each Icelander. Oh, and because Reyka is a vodka, these wishes are only for those of legal drinking age. So if I call your name and you are under 21, I am not talking to you." In this video, he begins his laborious trudge through approved Icelandic names....
Creatives, despair! With just six weeks left in 2015, the most shared ad of the year contains nothing but found footage, according to new data from Unruly—hilarious and adorable found footage, but found footage nonetheless.
But maybe that's OK. The spot, "Friends Furever" for Google's Android, caused a bit of consternation at first over at Droga5—the agency that created it, and which is known for creating some of the industry's most original advertising, not just slapping together funny clips it finds on the Internet.
But as David Droga said during an Advertising Week panel in September, you can't be too proud when it comes to creating something compellingly shareable....
Jesus Christ pulled off some pretty impressive brand stunts in his day: turning water into wine; healing the blind; feeding the multitude with the loaves and fishes. But when it came to one of the biggest stunts of His career, He turned to Montreal's 1one Production—at least, according to this "never-before-seen original footage" of Christ and his marketing team from a couple thousand years ago...
Host Whoopi Goldberg brought the funny all evening long at Wednesday's 55th Clio Awards in New York. But it was Jerry Seinfeld who brought down the house with a brilliant, hilarious speech about why he loves advertising—which ended up being a blistering anti-advertising rant that comically eviscerated the business. "I love advertising because I love lying," Seinfeld began. And he only got more brutally honest from there....
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There’s something I noticed at Cannes. And I’ve noticed it looking through everything recently submitted to Creative Works. No laughs. Plenty of grit. Under Armour from Droga5 New York. Strong women and gritty poems. New Balance from BMB. Callum Hawkins grits his teeth and runs – 120 miles a week. “There are no short cuts to anywhere worth going." Performance bike brand Specialized have made a film about kids with ADHD. From the gritmeisters at Goodby Silverstein. Then there are the brands that want us to cry....
If you're the type of guy who drives your friends nuts by compulsively obsessing over minor details at lunch, then McDonald's has a deep existential dilemma for you. In Canada, the fast-food chain is temporarily adding the Big Mac Bacon—a Big Mac, with bacon on it—to its menu, the first change to the sandwich in that country in 50 years. An ad from Cosette puts the new product to the pedant test, which by its very nature requires that anything that can be argued, must be argued. Two men sit in a McD's. One takes a bit of his Big Mac Bacon, and declares "Mmmm, now that's a Big Mac." Naturally, his tight-ass buddy takes umbrage, and an absurd debate ensues over whether a few bits of crispy cured pig fat render the sandwich a completely different entity. It's clearly a dilemma that would be best solved by spending less time talking, and more time shutting up and eating....
Nothing says "family" like pretending to love the terrible gifts your relatives have gotten you for the holidays. That, at least, is the basic premise of a new 30-second Christmas ad from Heineken starring Benicio del Toro, and emphasizing that Heineken is, technically speaking, a family-owned business.
Part of Publicis Worldwide's new "There's more behind the star" campaign, it's the latest in a series of spots, launched earlier this year, featuring the A-list actor as a spokesman for the brewer, whose logo is, like him, a star....
It has the world's largest print run: a staggering 220 million copies. And yet no literary critics have deemed it worthy of their commentary. Until now.
German literary critic Hellmuth Karasek lowers himself to reading an Ikea catalog in a clip hosted by the mega-retailer's Swiss channel on YouTube.
Admittedly, it's a bit of a slog getting through the first three minutes, but once you settle into the right headspace, there's actually quite a bit to enjoy here. He references Freud and Goethe, and if he's being ironic, he's playing it so subtly you might be forgiven for taking it as an earnest review.
Ever feel like real-time marketing is all about being first, and not about being good?
You're not alone.
John St., the Toronto agency that regularly produces scathing parody videos about the ad business, just released the hilarious video below about the breakneck pace of marketing today—and how every brand feels the need to react to real-time events within minutes.
As it did with Catvertising™, John St. is now pretending to be running a whole new dedicated unit called Reactvertising™, where it goes to absurd lengths to make sure its clients are clued into current events 24/7 and can react within seconds—indeed, knee-jerk-like—to breaking news....
Done well, content marketing is hard, challenging work. It’s no surprise then that three of today’s top content marketers include a former comedian, a successful journalist and an agency strategist. We sat down with Tim Washer of Cisco, Stephanie Losee of Dell and Stacy Minero of Twitter to hear their secrets to exceptional content.
Every brand should learn to be funny
Humor plays the same role in content marketing that it does in entertainment—it helps the company (essentially the content creators) stand out, get noticed and build an audience. From the audience standpoint, it makes the content interesting, easier to understand and overall more exciting.
If a brand can’t find humor, it is a perception problem. Brands can be funny, but they often don’t perceive themselves that way. In that case, the brands just aren’t looking at things the right way....
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