(Paid Advertising)

Funny Commercials: When is the Right Time To Be Funny?

Ryan Chute
Ryan Chute
November 14, 2022
Funny Commercials: When is the Right Time To Be Funny?

What is the funniest commercial, in your opinion? Do you like those funny commercials from 2022? Or are you an old soul that appreciates the classic funny commercials from the 90s? Whatever it is, we can all agree that a good laugh is always welcome regardless of the decade or star. But here's the more important question: do you recall the brand being advertised in those hilarious commercials? Some might say yes, and others might not remember at all. If you remember and have even bought the product because of the ad, one thing's for sure — the commercial worked. However, not all funny commercials get us to buy. Being funny is great, but it's not enough to make an ad successful. Although humor alone is enough to get sales, there's more to effective commercials than comedy. Effective funny commercials make the difference between entertaining and persuasive. The secret lies in the balance. Commercials need to strike the proportion of entertainment and clear messaging to leave a lasting impression. The Sales Gods favor only funny commercials that achieve this perfect harmony with profitability. The question is: what exactly are the keys to effective funny commercials? Discover them here!

Funniest Super Bowl

Funniest Super Bowl

Before we delve any deeper, let's look at some beautiful examples that the lords of advertising have bestowed upon us. Undoubtedly, the Super Bowl remains the largest television platform for marketers. According to Adweek, more than 50 percent of US households watched the telecast of the Super Bowl LVI. That equates to a handsome 149.9 million people. How about the commercials, you ask? The ads reached an average viewership of 106 million and generated more than four billion impressions. In other words, land a spot in Super Bowl and expect millions in return. That is if you display practical and funny commercials. Otherwise, your store will remain dry as a barren desert. There are many hilarious commercials and silly advertisements during the Super Bowl. For instance, Steve Carell, Lil Jon and Cardi B's Pepsi commercial was pretty funny. Or, NFL's former wide receiver Isaiah Mustafa's "The Man Your Man Could Smell Like" ad was amusing too. All these were unique and compelling ads, but the one that stuck with me most was "Gym Attack" by Doritos.

"Gym Attack" - Doritos

Doritos proved that you don't need a ton of script and a long screen time to be funny and practical. According to Nielsen, within 30 seconds, [Doritos captured the hearts of 116 million viewers](https://www.nielsen.com/insights/2010/doritos-super-bowl-spot-was-the-most-watched-ad-of-all-time/#:~:text=3 minute read | February 2010&text=A Doritos commercial featuring two, according to The Nielsen Company.). Considering the ad only played during the fourth quarter and still ranked number one is an incredible feat.

Now, what sets this advertisement apart from other funny commercials out there?

  • First, the commercial made one statement: woe to the unfortunate souls who steal Tim's Doritos. I mean, great acting and spot-on editing.
  • Second, it was a 30-second hilarious masterpiece that still gets me even 12 years later. It's undoubtedly one of the best funny commercials Doritos has ever made.
  • Third, they conveyed the message that Doritos are to die for. Doritos were relevant throughout the ad: the bag, the Dorito shuriken, and even the Dorito yoroi samurai armor.

With all these ingredients in the ad, I have no doubts that Doritos' sales spiked during the year and after. Look no further if you're searching for the best advertising partners to produce your following funny commercials. Wizard of Ads™ can help you make the comic and compelling ads you need to dominate your category. Are you interested? Book a call with Ryan Chute, and let’s get you hooked up. The truth is: producing anything funny is all about creating a funny statement. Roy H. Williams couldn't have explained funny statements better than in one of his Monday Morning Memos. Discover below.

A Funny Statement

A Funny Statement

Advertising is all about solving problems, do you agree? Allow me to explain. Your target audience has a problem, and your business [presumably] has a solution to solve their predicament. Advertisements serve as the bridge that lets you connect with your audience and let them know you have an answer. So, by way of mathematical transitivity, ads do solve problems. However, most entrepreneurs know that solving consumer problems requires big ideas. Why? Why do some of your ads flop? Because if ads are all you need to solve your customer's problems, then why don't all ads work? Ads need big ideas to make them fun, creative, innovative, entertaining and effective. David Ogilvy, the Father of Advertising, says:

"Big ideas come from the unconscious. This is true in art, science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.

Stuffing your mind is easy— just read tons of books and watch how the Picassos of advertising do their masterpieces. But unhooking your rational thought process? That's the hard part. Roy H. Williams suggests that humor is a powerful tool to do it. Humor runs through the veins of funny commercials, and he explains mood through the concept of "funny statements."

  • A statement that belongs and fits a narrative is predictable — not funny.
  • A statement that doesn't belong or fit makes no sense — again, not funny.
  • A statement that doesn't belong but fits — funny.

When we expose ourselves to comedic reverie, we fill our minds with puns and ideas that unlock our humorous potential. This enables us to create funny ads. Ads that don't belong but fit our market's tastes, needs, wants, and cravings. That's the trade secret to funny commercials, but being funny is not enough.

When Funny Commercials Aren’t Making You Buy

It's comical how some ads succeed in making people laugh but ultimately fail in their divine purpose. That is to make people buy — because laughter doesn't pay the bills. If funny commercials get people laughing but not buying, your advertisement fails. Funny commercials only work if they persuade couch potatoes to get off their ass and buy. Ace Metrix conducted a study to determine if humorous ads do more than make viewers laugh. Does the ad increase sales or at least spark interest in the product? After all, businesses and advertisers spend millions to land their ad campaigns in prime-time spots. We'll feature the results below:

The Key to Effective Funny Commercials

The Key to Effective Funny Commercials

We learn a valuable lesson from Ace Metrix's study. There are two critical nuggets that advertisers and businesses alike must consider before publishing funny ads. Here are they:

Commercials were less likely to increase desire or intent to purchase than commercials that played straight.

Results showed that funny commercials are more memorable and appealing than unfunny commercials. However, those same commercials could not increase the intent to purchase or desire compared to ads that played plainly. This means that [some] funny ads are helpful for entertainment rather than persuading consumers to buy. We're not saying that all funny ads are not practical, nor are we insinuating that unfunny ads are ineffective. Just look at the most popular and effective funny ads of the century:

These ads were funny but also paved the way for a spike in sales. There is a reason why some funny ads fail to hit homerun, and the reason is:

Humor should only supplement the delivered message.

When humor becomes your spiel, it can distract from the ad's message and ultimately fail to persuade customers. Funny commercials should utilize humor to enhance their message, not become the sole reason for their existence. Take Kmart's infamous "Ship My Pants" commercial, for example. The idea was cute, the concept was okay, and the execution was funny. While it garnered a lot of attention with its clever wordplay, Kmart was nowhere to be found throughout the ad. They focused too much on the comedy but didn't focus on the message. Where is Kmart now? Bankrupt. Was it because of the ad? Heck no. But a good ad could have bought them time to come up with ideas and compete with Walmart and Target.

The research pointed out that whether you have funny commercials or not, you need to emphasize the advertised product. Otherwise, you'll make people laugh and then immediately wonder, "what the heck did I just watch?" Now, consider Huggies' Geyser commercial. The ad showed their diaper being strong enough to contain a baby's pee (thinking of his severe bladder problems). That's how you feature an ad's advantage while portraying the product throughout.**The key is using humor as a supplemental tool in your commercial, not the entire spiel.**If you're looking for funny, effective, persuasive, and money-making commercials, we can help you out. Wizard of Ads® has been the trusted partner in creating the best residential home service industry ads. Want the same ads for your business? Book a call.

(Online)
(Offline)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Questions? We’ve got answers.

Who does the Wizard of Ads® for Services work with?

Wizard of Ads® for Services work with healthy and growing businesses hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

Our advertising model works best for services who have a long purchase cycle and sell a more expensive product like jewelry, furniture, luxury products, and automotive.

How does the Wizard of Ads® for Services charge?

Traditional full service marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Services as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for services who sell goods with a long purchase cycle.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Services pricing model is based solely on the top line revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Services believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Services only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Services?

There are four key revenue stages for engagement with the Wizard of Ads® for Services.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Services between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Services has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Services can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Services. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Services, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Services, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

Offline, the Wizard of Ads® for Services Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

Online, the Wizard of Ads® for Services Digital Lead will either coordinate production in-house or work with your preferred digital vendors. The scope of work will be determined and fees will reflect the scope of work to be done.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., Furniture, Automotive, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

Wizard of Ads® for Services can provide a host of digital marketing solutions for services. Wizard of Ads® has specialized Partners that provide digital services that serve services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Services core solution.

It is most likely that Wizard of Ads® for Services will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Services can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Services owns copyrights for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Services hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Services racks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most services do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With hundreds of service clients and a playbook of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your goods and services appealing to potential buyers. If you can deliver the goods, we can  build the relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in health...so long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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