Five rules for being clever/funny in ads

You don't have to spend $2 million dollars on a Super Bowl commercial to have a creative ad that grabs people's attention.  What are some keys to having something that breaks through the clutter?

Try these 5 rules:

1. Surprise your audience.  Do something they don't expect.
2. Make sure it is relevant.  Funny for funny sake doesn't sell more product.  Remember your end game.
3. No inside jokes.  Everyone should get it.
4. Different medium = different funny.  You can be more esoteric in print ads because your audience has time to figure it out.  Outdoor -- they have about 5 seconds, so get to it quick.
5. Clever funny always wins over mock someone funny.

Now, to get your week off to a bang, here's a couple more very clever ads to pique your interest.  Because of this medium, these are all visually creative.  But remember, you can create the same effect with words too.

Comments

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I like the post. Very useful for everyone who like to tell jokes. This is one of the best guides I've read and I really agree with those rules especially the fifth one.