Brands employ famous comedians to create subversive campaigns
Implications - In recent years, comedians have played a huge role in the public sphere, maintaining their roles in entertainment while increasingly penetrating fields less-related to their primary roles, like politics. The increased responsibility placed in the hands of these pop cultural icons has resulted in their growing credibility from a consumer perspective, a shift that brands are seeking to take advantage of. Companies are employing the subversive ways in which comedians approach any subject, which can translate across industries and manifest in many different ways. Allowing comedians to represent companies' products serves to create more authentic, credible connections between brands and their consumers.
Workshop Question - How can your brands employ the increasing credibility of pop cultural icons, and use it to authentically connect to its consumers?
Trend Themes
1. Using Comedians in Marketing Campaigns - Brands are hiring comedians to create subversive campaigns, leveraging their credibility and authenticity, and blurring the line between entertainment and advertising.
2. Celebrity-studded Ads That Never Feature the Brand Name - Brands are creating promotional content featuring celebrities that don't feature the brand name or logo, relying instead on strong color associations and creative, humorous content to create brand awareness in an innovative way.
3. Humorous Ads That Address Social Responsibility - Companies are using humor across various products and industries to address social responsibility issues like eco-friendliness or practicing safe sun exposure, adding a fun twist to otherwise serious topics.
Industry Implications
1. Marketing and Advertising - The use of comedians in marketing campaigns is a disruptive innovation opportunity for companies looking to create more engaging and authentic brand experiences.
2. Fast-food and Beverage - The use of non-branded ads featuring celebrities in the fast-food and beverage industry can create a unique brand experience that appeals to Millennial audiences by blurring the line between entertainment and advertising.
3. Eco-friendly Products and Household Cleaning Materials - Humorous ads that address social responsibility issues like eco-friendliness or harmful chemicals in household cleaning materials is a disruptive innovation opportunity for companies to create more engaging ads while raising awareness about an important issue.
5 Featured, 41 Examples:
65,734 Total Clicks
Date Range:
Jul 16 — Oct 17
Trending:
Untested
Consumer Insight Topics:
