An old adage tells us that laughter is the best medicine. It’s also the best relief during tense discussions, the best way to appear friendlier than you actually are, and the best way to seem cool even after you trip in front of a bunch of people.
Most importantly, laughter is the best way to build an emotional connection with others. Funny video advertisements have the ability to generate warm feelings and a sense of camaraderie between advertiser and viewer. Advertisements that make people laugh tend to be tweeted, retweeted, replayed and remembered.
One such advertisement is Dissolve’s “This is a Generic Brand Video,” which won the 2015 Shorty Award for Best in B2B (business to business). The Shorty Awards honor the most influential voices in social media, which is a pretty big deal considering how important social media has become in the life of the modern consumer.
“This is a Generic Brand Video” pokes fun at formulaic brand advertisements, which have a predictability and absurdity that may not be apparent upon first viewing, but which nevertheless seem familiar when Dissolve points them out:
Dissolve’s video is a good reference point for advertisers who want to see what to do and what NOT to do. The use of cliches and the lack of sincerity or logic in advertising, which Dissolve is making fun of, should be avoided at all costs. Viewers are smart and tend to notice when an advertisement is disingenuous. When making an advertisement, companies should stick to what’s true, and not just what they think viewers want to hear.
When making a video ad, consider using Dissolve’s tactic of sharp humor. This video is impactful because it doesn’t insult viewers’ intelligence; in fact, it makes it seem like Dissolve and viewers are in on a joke together. Most interestingly, the use of humor covers up the fact that the video is itself an advertisement. Through this video, Dissolve is able to gain brand recognition, free publicity, and hits to their website, all while giving viewers a good time.
Each Thursday, the Viddyad team will choose a new commercial to add to our Video Ad Campaign Hall of Fame. If you have any nominees (video advertisements that made you laugh, made you cry, stood the test of time, or made you go “WHOA”) let us know! Comment below or shoot us an email at firstname.lastname@example.org.