Marketing Whimsicality

Consumers respond to brands that bring fantasy to life

Implications - Today's hyper-digital world has made advertising feel like a constant bombardment; as a result, many brands have adopted a humorous, self-aware approach to marketing. However, consumers still want to be surprised and delighted. Brands that use their influence to enchant audiences by turning fantasy into reality are able to engage consumers with collective feelings of wonderment. This approach disassociates advertising from the act of "selling," and instead positions brands as benevolent superpowers.
SCORE: 4.6
Mild Top 4 Examples: 1,527 Total Clicks Mar 14 - Jul 15
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Consumer Insight Topics: MarketingAutosCommercials
Electric Innovation Ads - This GE Ad Highlights the Company's Achievements Whimsically
SCORE: 5.2
Mild 774 Clicks Pub: Mar 11, 14
Electric Innovation Ads
This GE Ad Highlights the Company's Achievements Whimsically
In a sweet voice, we hear a young girl tell us what her mom does, but she’s no ordinary mom: this mom makes underwater fans, talking airplanes and miniature hospitals—and this mom works for... [More]
Revolutionary Art Commercials - Toshiba Teams Up with a Japanese Artist to Challenge the Impossible
SCORE: 4.7
Untested 191 Clicks Pub: Jul 23, 15
Revolutionary Art Commercials
Toshiba Teams Up with a Japanese Artist to Challenge the Impossible
Advertising agency Clemenger BBDO of Sydney, Australia teams up with Toshiba for a revolutionary art project that defies the impossible. The electronics brand recently joined forces with Japanese... [More]
Childhood Imagination Commericials - This S7 Airlines Commercial Makes Kids Wildest Dreams a Reality
SCORE: 4.1
Untested 185 Clicks Pub: Jul 3, 15
Childhood Imagination Commericials
This S7 Airlines Commercial Makes Kids Wildest Dreams a Reality
Amsterdam-based creative agency Wieden + Kennedy Amsterdam partnered up with S7 Airlines for this heartwarming ad, featuring everyone’s favorite: children. Much like a Dove ad might in North... [More]
Mom-Inspired Dream Cars - Ford Had Kids Dream Up the Best Mother's Day Car Designs
SCORE: 3
Untested 377 Clicks Pub: May 10, 14
Mom-Inspired Dream Cars
Ford Had Kids Dream Up the Best Mother's Day Car Designs
Just ahead of Mother’s Day, Ford asked kids to dream up a Mother’s Day car design for what Mom’s dream car might look like. With imaginations running wild, the kids described their... [More]