From Snickers’ You’re Not You When You’re Hungry 2010 spot with Betty White to Wendy’s Where’s the Beef 1984 spot, Super Bowl commercials are known to be the funniest of all time.
So why aren’t advertisements this funny all year round?
The Martin Agency hosted its “Lab: A Playbook for Marketers” event on Tuesday in Times Square as part of the New York Comedy Festival. The event’s panels discussed how humor in advertisements has declined — not due to less production funding or demand compared to Super Bowl commercials, but because of brand risk. In short, brands don’t know if their jokes will land.
Although 91% of consumers prefer funny ads and 72% would purchase from brands that use humor over competing brands, emotional and educational advertising strategies dominate the trade, according to marketing experts speaking on the event’s “Comedy Works! So Why Aren’t We Using It?” panel.
“You have a chance to zig when everyone else is zagging. If everyone is being so logical, …