It’s not enough for brands to just reach audiences with TV advertising. Audiences also have to like and connect with the creative they see, too. And one way to help make that happen is with humorous ads.
Data from iSpot Creative Assessment shows that the funniest and most likeable ads can go hand-in-hand. Looking at the 25 funniest ads of 2023, these commercials were 9.4% more likeable than the all-industry norm, on average – and 9.5% more attention-grabbing. The correlation can spur entire brand categories to embrace funny ads as a result. For instance: In 2023, 97% of the 500 most likeable QSR ads scored for funny.
And if likeability wasn’t enough, funny ads also help drive positive purchase intent. On average, the 25 funniest ads of the year saw 55% of respondents say the ad resulted in “more” or “much more” purchase intent for the brand or service.
So as brands are planning ahead for 2024, what can they learn from the funniest ads of this year? We share some top takeaways from the 10 funniest TV spots of 2023.
Cheetos “For Every Great Idea, Hundreds Bit the Dust
Audiences were bowled over by this ad for Cheetos Popcorn, which also featured a variety of Cheetos “ideas” that purportedly didn’t work. Along with high marks for “Funny,” the ad also sparked a high amount of Curiosity with consumers. The product itself was also a major draw, listed as the Single Best Thing about the spot by 28% of respondents.
Planters “The Roast of Mr Peanut”
Planters’ Super Bowl spot turned the idea of roasted peanuts on its head, utilizing a star-studded cast for a comedic roast of the long-time Planters mascot. Viewers found the ad to be funny, quirky and nostalgic, and 30% thought the Single Best Thing about it was the characters – both Mr. Peanut and the various celebrities, headlined by Jeff Ross. It’s not easy to stand out with comedy during the big game, yet Planters found a formula that worked (and drove Positive Purchase Intent too, at 52% of respondents).
Snickers “WWE – Tag Team”
WWE stars Chad Gable and Otis Dozovic are the latest to show how Snickers is a go-to when hungry, in an ad that generated laughs and higher Brand Recognition as well (87%, according to Creative Assessment data). Interestingly, though, the ad was a much bigger success with men than women. iSpot data shows the ad was 25% more effective with men than it was with women viewers.
Jack Links “Wild Side – Bathroom”
Jack Links’ bathroom-focused ad shows the brand’s sasquatch mascot using a urinal in an ad that nets high scores for funny – though the bathroom humor also finds high marks for gross and inappropriate emotional reactions. Despite those reactions, the scenes grabbed Attention at an 8% higher rate than the all-industry norm, and still drove 40% Positive Purchase Intent.
Gorilla Glue “Fence”
Not only was Gorilla Glue’s “Fence” deemed Funny by consumers, but it also scored very high marks for being Memorable and Arresting. The ad, naturally featuring a gorilla, scored in the 95th or better percentile for Attention, Likeability and Watchability. Better still, using the gorilla (the Single Best Thing about the ad according to 22% of respondents) worked for Brand Recognition as well, as the spot scored highly at 90%.
Manscaped “Embarrassing Condition”
Manscaped gets to the point in its ad with UFC fighter Derrick Lewis, cheekily addressing how it’s the solution to grooming male body hair. The wordplay and testimonial approach comes off as funny, but it’s far more effective with its intended audience, men. Creative Assessment data shows the spot is 77% more effective with men than it is with women. In the case of a gender-specific product like this, brands are best served digging into what their target audience specifically thinks of the ad.
Pringles “Best of Us”
Pringles’ Super Bowl spot finds success by putting a direct spotlight on its product, and its iconic canned packaging. Rather than leaning on celebrity, though, it’s the visual scenes – various people with hands stuck in Pringles cans – that are a winning recipe with consumers (28% thought the characters were the Single Best Thing about the ad). On top of being funny, the spot also scores well for being memorable, and as a result, achieves 87% Brand Recognition.
Tostitos “Text From Mom”
Despite limited time on screen, Tostitos’ Hearty Dippers still wind up being the star of the show in this ad playing off the potential perils of virtual assistant technologies. Creative Assessment data shows that 26% of respondents thought the product itself was the Single Best Thing about the spot. And beyond scoring well for Funny, it had a Positive Purchase Intent of 55% as well, showing how the hard sell wasn’t needed to get people interested in the thicker chip for dipping.
Allstate “Mayhem – Bear”
One reason Allstate’s Mayhem campaign has worked for so long is that people love Dean Winters’s character – which was the Single Best Thing about “Bear” according to 39% of respondents. In this spot, Winters dryly pulls apart a car while pretending to be a bear, all while managing to be Funny, Quirky and Memorable, too. Allstate nets 84% Brand Recognition despite minimal mention of the brand itself, which is a testament to the lasting impact of the Mayhem theme.
Playstation “Packing”
Ozzy Osbourne is a hit in “Packing,” which features the star playing with the PlayStation VR2 and quickly devolving into screaming in reaction to how real the gameplay appears to be. The spot scored the highest Attention of any of the funniest ads (21% higher than the norm), and managed to both peak Curiosity and generate very high Purchase Intent – over 63% – for a product that is not necessarily an impulse buy.
Interested in learning more about the year’s funniest ads and how advertisers can use Creative Assessment to effectively land ads with audiences? Get in touch with iSpot today.