Earlier in the week we shipped our MD Joe Wade off again, this time to Rome for Eurobest festival of European creativity. Apart from scoffing a plethora of pizza and spaghetti, Joe was there give his talk on comedy in advertising, and the slow death it’s currently experiencing.
From the creators of the Cannes Lions, Eurobest is the world’s preeminent celebration of European creativity. It’s purpose is to inspire learning, interaction, debate, and competition. With over 2000 attendees from 40 countries there was plenty of opportunity for Joe to spread his wisdom.
Joe drew in a youthful crowd for his talk, somewhat thanks to his rather ingenious and controversial poster (see below). The talk explored advertising’s current trends, stating that most ads nowadays try to evoke emotions and that the rise of ‘sadvertising’ is very much upon us. Ads have gotten far too serious, even those trying to be funny are miserably failing – ‘Meerkats’ case and point.
Over seriousness in advertising is providing a real opportunity for brands that are brave enough to break from the current trend, and actually make something funny. Joe’s advice, ‘Don’t worry about disengaging those that aren’t your target audience, worry about satisfying those that are.’ Make them laugh, make them talk, make them share.
To finish, I’ll leave you with an internal favourite, which sums up his point beautifully, ‘Crying at an advert is indicative of mental health issues, fact.’