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h u m o u r
n o n s e n s e
h y p e r b o l e s
INFUSIONh u m o u r / n o n s e n s e / h y p e r b o l e s
Andrea Bianchi
Creative Director
@andbia
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A joke is a very serious thing
Winston Churchill
Yes it is.
Especially if you are going to
spend millions in media buying.
Anonymous advertiser
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the very first goal 
of an advertisement 
is to make people 
pay attention
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Our attention is instinctively directed to
anything that previous experience indicates
as potentially good or bad
(The Atlantic on Why Funny TV Commercials Work)
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https://www.youtube.com/watch?v=DWnhXzUx_2o
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rather than being
seen as simply
manufacturers of
chocolate,
Cadbury wanted
to reposition itself
as "producers of
happiness"
We felt that the time was right for
the brand to not tell people that it
made you feel good, but to elicit that
feeling, delivering something as
enjoyable as eating the chocolate.
(Fallon)
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A humour brand is a confident brand
and a confident brand is more attractive
(BlumbergBusiness on Funny Ads Make Brands Stronger)
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https://www.youtube.com/watch?v=owGykVbfgUE
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https://www.youtube.com/watch?v=Hq2SlCja3zo
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humour is social by
nature: people love
to spread funny stuff,
even when the
content is an ad.
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https://www.youtube.com/watch?v=fD1WqPGn5Ag
the response campaign
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its easy for the viewers to get
so distracted by the joke that
they remember neither the
brand nor the message
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https://www.youtube.com/watch?v=7mlG_MhMzYw
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https://www.youtube.com/watch?v=eDlaJlb1ezg
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https://www.youtube.com/watch?v=6Zv-ez_AYWc
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https://www.youtube.com/watch?v=0f4IEQQnN9c
dont do it
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1
2
3
Humor is culturally specific
Its hard to be funny
A joke sells only if inspires
a
few
things
to
remember
gross-out
deliberately showing things or making
jokes about things that the audience
may find unpleasant or disgusting, 
in a humorous way, usually with
controversial material such as toilet
humour, nudity or any sexual topic.
Humour, Nonsense, Hyperboles [Infusion October 9th 2015]
https://www.youtube.com/watch?v=6f4LlON4yI0
however the fart-approach isnt
the only one when it comes to
interactive media.
https://www.youtube.com/watch?v=pjhvpocdAoI
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Hyperbolic approach can be a way
to bring on an unusual behavior
in the audience
too boring
to watch
Virgin America's
6-Hour Preroll
https://www.youtube.com/watch?t=216&v=UsMZRl71Zo4
https://www.youtube.com/watch?v=e_MelUp9E1g
40 minutes of
Hootsuite's Holiday Owl
too annoying
to share
MedExpress
Antiviral video
https://www.youtube.com/watch?v=ci0sUoEwoXg
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when focused on an specific industry,
exaggeration can be a smart way to mock the
excessive hype around a topic
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https://www.youtube.com/watch?t=183&v=FHp5_Gcpb9Q
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hyperbolism can also 
works as a good trick to stress 
the product benefit
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TOOT Underwear
experimentshttps://www.youtube.com/watch?v=Omz0BDEGgys
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NTT Docomo
high-speed
LTE network
https://www.youtube.com/watch?t=49&v=lkaIoH6Um60
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http://bartonfgraf.com/project/burrito/
burrito
grubhub
https://www.youtube.com/watch?v=FQC4Sb3Q5Lc
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or just a funny way 
to hack the internet.
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https://www.youtube.com/watch?v=zaymkAe0vHs
little caesars
bacon timeline
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the geico unskippable ad
https://www.youtube.com/watch?t=64&v=pvcj9xptNOQ
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https://www.youtube.com/watch?t=30&v=8Dvx060Rx3g
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Mixing emotions:
because humour can be both
hilarious and sickening 
at the same time
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little caesar breaking the cast
https://www.youtube.com/watch?v=xzHRUaS3eLU
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kayak
brain surgery
https://www.youtube.com/watch?v=FqrTEQ_1h68
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value city furniture
old table
https://vimeo.com/103976048
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linkography

some references that make a lot of sense 
about nonsense
barton f. graf
www.bartonfgraf9000.com
fallon
www.fallon.com
goodbye, silvestein & partners
www.goodbysilverstein.com
john st.
www.johnst.com
eric kallman
erickallman.com
adfreak
www.adweek.com/adfreak
tim & eric
www.timanderic.com
adult swim
www.adultswim.com
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INFUSION is the weekly report released by Alquimia WRG.
Every Friday morning we have breakfast exploring insights on the edge of creativity, strategic thinking and technology.
If you'd like to get infused, feel free to contact us at infusion@alquimiawrg.com
homework:
make a baby cry
with a joke

More Related Content

Humour, Nonsense, Hyperboles [Infusion October 9th 2015]