Humor in advertising enhances relatability and engagement, allowing brands to connect more effectively with their audience without overt sales pressure.
Creating a distinct and authentic brand voice that blends humor and sarcasm helps brands resonate with contemporary consumers and stand out.
Fostering genuine interactions through self-aware messaging cultivates trust and loyalty, shifting focus from immediate sales metrics to long-term brand relationships.
Deep dives
The Power of Humor in Advertising
Humor plays a crucial role in effective advertising, as illustrated by memorable campaigns such as the John Smith's and The Natural Confectionery Company's commercials. These advertisements are successful not only due to their funny elements but also because they do not take themselves too seriously, making them relatable to audiences. The concept of entertaining rather than overtly selling products resonates deeply; consumers appreciate content that feels enjoyable instead of feeling like they are being sold to. Consequently, adopting a humorous and lighthearted approach can help brands engage their audiences and deliver marketing messages more effectively.
Building a Brand's Unique Tone of Voice
Creating a distinct tone of voice is integral to brand identity, and it often requires a blend of humor and relatability. At Surreal, the focus is on crafting a tone that is relatable and a bit sarcastic, aimed at connecting with a contemporary audience that craves authenticity. This approach contrasts with conventional food brand communication that may lean towards overly cheerful or generic tones. By infusing personality into the brand's voice and inviting audiences to relate, Surreal aims to resonate with consumers while effectively communicating its values.
Challenges in Balancing Humor with Product Messaging
Navigating the balance between humor and product messaging can be tricky for advertisers, especially when representing newer brands. When developing content for Surreal, it is important to mention the product organically while maintaining a lighthearted tone. If a natural mention is difficult, the copy can humorously acknowledge the awkwardness, making the advertisement's intention clear while still being engaging. This self-awareness not only enhances relatability but also promotes authenticity in communication.
The Importance of Engagement Over Traditional Metrics
Focusing solely on acquisition-based metrics can hinder creativity in marketing content. Instead, the emphasis should be on building brand awareness and engagement through interesting and entertaining content that generates attention and shares on social media. While traditional metrics may prioritize immediate conversions, fostering a long-term relationship with consumers can enhance brand perception over time. Innovating beyond standard engagement strategies can help brands establish a loyal following as they can be remembered when consumers require their products.
Embracing Authenticity to Connect with Audiences
Authenticity is increasingly critical in connecting with modern audiences as consumers seek genuine interactions with brands. The podcast emphasizes that marketing should be less about traditional portrayals and more about being honest and relatable in messaging. For instance, using real voices and experiences in content can resonate more than pristine marketing jargon. By fostering a real and sometimes humorous persona, brands can cultivate trust with their audience, leading to deeper connections and loyalty.
What happens when you combine a cereal brand, surreal humour, and a copywriter who isn’t afraid to admit when he’s just “crapped something out”? You get one of the most delightfully strange and insightful hours of marketing chat you'll ever hear.
In this episode, we’re joined by John Thornton, the creative mind behind Surreal’s surreal tone of voice (and ex-Innocent word-wrangler). We chat about:
Finding your brand’s voice—even if it’s a bit unhinged
Why humour, honesty, and even typos can win hearts (and views)
How to stay weird and do your job as a marketer
It’s honest. It’s smart. It’s surreal in the best possible way. Come for the laughs, stay for the strategy.
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