Starting With a Laugh: Marketing Innovation Through Comedy

Starting With a Laugh: Marketing Innovation Through Comedy

FacebookLinkedInTwitter

After the ubiquitous celebrity spokesperson, comedy is likely the most common trope in advertising. And why not? It grabs your attention, makes you remember things and provides a chuckle in the process. Who hasn’t repeated “Where’s the beef,” at least once in his or her life?

But many marketers fail to leverage comedy as a tool in other aspects of marketing. Success in comedy, like marketing, depends on highly perceptive observations of people. Half of a comedian’s job is that of a market researcher. Comedians just use their data to combine the real with the absurd to then reveal some greater truth about human behavior—which we, the audience, then laugh at.

We at BrandCulture believe the comedic process can also help inspire innovation. No, innovations should not be absurd (though as we pointed out with things like The Vessyl, they often are).

But true innovation extends beyond our normal mode of thinking about the world or a problem people experience in the world. And what better way to defy the conventional wisdom than by mixing the real with the absurd?

We’ve found this heady brew of reality and absurdity enhances the effectiveness of brainstorming, as well as making it more fun. When we determine that an idea is in fact “absurd,” we work backwards from that absurdity to reveal the underlying truth that undergirds the “absurd” idea. And an innovation emerges.

There is no more amusing example of mixing of the real and the absurd to develop marketing innovations right now than the Comedy Central program Nathan for You. Nathan, “who got really good grades at one of Canada’s top business schools,” uses his strategic skills to innovate various Los Angeles based businesses. In one scenario, Nathan reveals his plan to have a local auto-mechanic give his estimates while hooked to a lie detector.

This obviously absurd idea was actually quite popular with customers and underscores the very real problem of a lack of trust between mechanics and customers. Working backward from the absurd idea that Nathan came up with, one might be able to develop less absurd ways to give motorists greater assurance that their mechanics aren’t ripping them off.

We welcome your examples where comedy reveals underlying truths that provide marketers opportunities to assert new, innovative solutions. And for more of our thoughts on innovation, be sure to check out our piece in Calling BS.

Now It’s Your Turn
FacebookLinkedInTwitter

Brand Strategy, Corporate Responsibility
Purpose without Performance Is Pyrrhic

Over the past two decades popular opinion has shifted about the importance of an organization’s purpose — a raison d’etre that goes beyond financial metrics to encompass benefits from improving company culture for employees to saving the environment from climate change. This purpose is intended to serve as a guiding light for the organization, showing […]

Learn More
Corporate Culture, Organizational Development
The Chief Revenue Officer

Despite their acclaim and notoriety, Chief Revenue Officers (CROs) are only a recent addition to the C-Suite. Charged with aligning and leading a cohesive revenue team that consists of Marketing, Sales and Customer Success members, the CRO remit is to unify silo-ed departments, create frictionless revenue generation and drive a more positive customer experience. The […]

Learn More
Corporate Culture, Corporate Responsibility, Culture
Say It Like You Mean It – Brand Transparency and Social Accountability

The clothing brand Everlane is well known for its minimalistic approach to fashion but mainly its promise of producing ethically sourced, manufactured and priced apparel. The practice, dubbed “radical transparency,” was trademarked by the brand in 2017, now including the brand’s ethical labor practices and sustainability efforts. The Everlane site breaks down the cost to […]

Learn More
Corporate Culture, Culture
It’s High Time for Smart, Intentional and Authentic Representation in Media

From 2012 to 2018, millions of viewers faithfully tuned to the ABC series Scandal. Centered around the tumultuous life of Olivia Pope, (Kerry Washington) as she managed Capitol Hill crises and her personal life, the show kept viewers on the edge of their seats and wanting more week after week. “Olivia Pope is smart, runs […]

Learn More

Ready to talk about how your brand and culture can do more for your business?

Let's talk
Let's talk