Humor with a Message

Using humor in advertisements is not new but always controversial. For supporters, humor advertisements grab attention and foster brand recognition and loyalty. While those not in favor of the idea are always arguing that not all people have a sense of humor. Any unbalanced attempt to be funny could cost you a lot and simply back fire on your brand and products.

In the Saudi market, I am not sure I can recall an ad that was both funny and affective in delivering a certain message. I am even afraid that some local companies push it too far that you cannot even get the ‘joke’ or how it is related to the brand in any way.

Having said that, it is fair to say that Egyptian marketers have always been known for their own school of humor advertising. However, in a lot of cases, the focus on the joke itself outweighed the message they are trying to deliver. In other words, sometimes you can remember the joke but you are not sure what the ad was for exactly!!

In the following, I am bringing you number of brilliant ads that I believe their creators had successfully blended humor with effective branding messages. These ads are part of Intel ‘Sponsors of Tomorrow’ campaign. And of course when you think of Intel, technological advancements and geeky staff should be natural images descending to mind. Beside the elegant execution of the ads (e.g. the setups, the camera angles, etc…), Intel has been successful communicating through these ads that ‘we are different’, ‘we actually live in the world of tomorrow,’ and ‘although we are geeky enough to live in this tomorrow world, we are still human and doing human stuff!’

I find the last message to be very intriguing; Intel is known for manufacturing those powerful electronic processors making your computers alive. Let’s be honest, how are you going to emotionally engage with your customers featuring images of such product in ads?! Beside stating the obvious that their products are affecting your life in so many ways; they used a remarkable tactic to show you that the people bringing you this technology are like me and you; normal people. And guess what, they are happy doing whatever they are doing.

However, there is only one thing that I did not like about the ads; how they finish? The voice those people are trying to do is really noisy and just feels out of the place!!

Now watch the ads and tell me what came to your mind while watching them?

 

 

 

 

 

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Advertise, no more!!

 

No matter how much money some organizations are budgeting for their advertisement, it won’t work and they better keep it for more rewarding plans. This occurred to me while watching the new commercial of Saudi Airlines. 

It is really sad to see some big companies lose all their sense of direction and start stumbling in the dark seeking to score a point here or there when their main concern should be realizing their critical position in the market and how customers are actually looking at them (and bad mouthing them for that matter). 

Saudi Airlines is, unfortunately, one good example of such companies. A good example of a company lost its brand value by being ignorant at times and short sighted at others. A lot of market opportunities have been lost following that behaviour, back then, when it was the largest player in the region. 

Now, should the solution lay in producing more ads? I do not think so! Saudi Airlines needs to start thinking about adapting an integrative marketing strategy to rebuild its brand. A strategy based on the main reason of its existence; that is, SERVING its customers!! 

The lack of a truly believe in the essence of customer service is the main reason why people are looking down on it, especially when comparing its services to the neighbors: Emirates Airlines and Qatar Airways. Therefore, its managment should really consider building a customer service supporting culture. Yes, not an easy job, but not an impossible one either! Thereafter, this culture should be embraced by all its members, throughout its many levels (I do not remember the last time I met someone of its staff who was genuinely smiling or really trying to help!!). 

Having said that, I really doubt people will be interested in its new comfortable seats! Because, I am sure, whenever Saudi Airlines pop up on their minds, they will be remembering the time wasted on its reservation line, the rudeness of its sales and ground staff, and the lameness of its on-flight services. 

Now, I would really like to see how many commercials could possibly fix that.

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