Should I use humour in advertising?Learnings Millward Brown

Juillet 2010

Role of humour in advertising

Launches– humour can assist cut-through without

detracting from communication effect if done right

– But humour can distract from the message if misused – can be critical for launches

Relaunches– humour can inject life into the news

Maintenance– humour is a particularly good route for

making advertising distinctive and involving/enjoyable - key when performing a maintenance role

Slapstick/over the top

Kitch/corny/cult

Off the wall

Sexual Innuendo

Mockery - type of person

Mockery – genres

Clever/subtle

Dark/Noir

There are many different kinds of humour

Can humour travel?

Generally, humour does travel well. Particularly if humour:– derived from visuals– subject matter universal– references used universal– based around a ‘safe’ subject matter (not potentially embarrassing)– not reliant on plays on words or anything else that’s likely to be lost

in translation

Humour less likely to travel if:– subject matter potentially embarrassing or offensive in some

countries– heavily verbally orientated - humour can be lost in translation

As one would expect, humour aids enjoyment

How much will you enjoy watching this advert each time you see it on TV?

I'll enjoy watching it a lot 1I'll quite enjoy watching it 2I won't mind watching it 3I won't enjoy watching it much 4I won't enjoy watching it at all 5

With Without Humour Humour

Mean enjoyment 3.47 3.16

It also helps make ads more involving

Which of these words do you think applies most to the advert?Which one of these?

With Without Humour Humour

Active Positive 60% 42%

Pleasant 1Interesting 2Boring 3Irritating 4

Soothing 1Distinctive 2Ordinary 3Unpleasant 4

Gentle 1Involving 2Weak 3Disturbing 4

Passive Positive

Active Positive

Passive Negative

Active Negative

There are some adverts that people remember but never know which brand they are for. Which of these phrases apply to this advert?

With Without Humour Humour

Branding mean 3.96 3.77

Branding also benefits

You couldn’t fail to remember the advert was for.... 1The advert is quite good at making you remember it is for…. 2The advert is not all that good at making you remember it is for…. 3It could have been an advert for any brand of…. 4It could have been an advert for almost anything 5

Watching the ad makes me feel…

POSITIVE Nointendedhumour

Funny/Light hearted

Affectionate

Attracted

Confident

Contented

Excited

Inspired

Proud

Surprised

Base: USA Online ads

%

26

43

45

49

32

44

26

30

(1038)

%

24

40

37

43

32

35

24

36

(885)

Watching the ad makes me feel…

NEGATIVE Nointendedhumour

Funny/Light hearted

Disappointed

Guilty

Hatred

Inadequate

Repelled

Sad

Unimpressed

Base: USA Online ads

%

9

3

3

6

6

5

23

(1038)

%

13

3

4

6

10

4

28

(885)

Contact

11

Laurent Dumouchel Directeur du Développement

01 55 56 40 16 laurent.dumouchel@millwardbrown.com

Guillaume BaratDirecteur Adjoint du Développement

01 55 56 40 75 guillaume.barat@millwardbrown.com