{"id":11520,"date":"2021-06-04T10:40:30","date_gmt":"2021-06-04T17:40:30","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=11520"},"modified":"2021-06-10T13:45:54","modified_gmt":"2021-06-10T20:45:54","slug":"how-to-create-funny-video-ads-without-compromising-your-brand","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/how-to-create-funny-video-ads-without-compromising-your-brand\/","title":{"rendered":"How to Create Funny Video Ads Without Compromising Your Brand"},"content":{"rendered":"\n

2020 underscored the importance of delivering the right message at the right time. Between the pandemic, civil unrest and the presidential election, brands had to navigate heightened consumer sensitivities. As a result, funny ads declined last year as brands pivoted messaging to avoid seeming out of touch with the national mood.<\/p>\n\n\n\n

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Prior to the pandemic, 20% or more of new spots recorded \u201cfunny\u201d Ace Metrix Creative Assessment <\/a>scores, but that number fell considerably in the months after. At the start of 2021, it rebounded quite a bit. Despite what was a lackluster Super Bowl, the game seemed to have spurred the comeback for ads that make viewers laugh. <\/p>\n\n\n\n

It\u2019s understandable why brands shifted away from humorous messaging in 2020. The consequences of striking the wrong emotional tone or delivering a tone-deaf message can damage a brand\u2019s reputation, alienate customers, and erode trust. That\u2019s why measuring emotions in video advertising is crucial. From mitigating the risks of unforeseen blindspots to pinpointing which consumers are feeling what, pre-market creative assessment takes the guesswork out of emotional video advertising.<\/p>\n\n\n\n

Based on a recent analysis of the 25 funniest ads from the past 5 years, we\u2019ve uncovered the following tips to help advertisers create funny video ads without compromising brand image.<\/p>\n\n\n\n

1. Be bold and edgy, but don\u2019t take it too far<\/strong><\/p>\n\n\n\n

Creating a really funny ad takes bold, creative and edgy ideas that come close to, but don\u2019t cross, the line. Consumers recognized \u2018originality\u2019 as a key characteristic of the funniest ads, as each also evoked reactions to the Ingenious* emo. Though, brands should be cognizant of when the Inappropriate* signal outweighs humor or when the Exploit* signal arises, and that cannot be done without measurement. <\/p>\n\n\n\n

For example, take the \u201cYou\u2019re Not You When You\u2019re Hungry\u201d campaign from Snickers. Still going strong for over 10 years, the candy bar brand continues to deliver the iconic messaging in fresh, clever, and creative ways that strike a humorous tone with viewers.  A recent spot in the campaign, \u201cFirst Visitors,\u201d ranks among the 25 funniest video ads from the past 5 years.<\/p>\n\n\n\n