They say that any press is good press, and while that phrase typically gets used in reference to explicitly negative content, the same could be said of intentionally self-deprecating publicity. Though it might seem counter-intuitive, companies that make use of self-deprecation can attract more consumers by showing off their awareness of the more absurd aspects of their industry (rather than exemplifying those absurdities directly.)
Bell's whisky hit the perfect sweet spot of irony in its self-deprecating Christmas ad. The ad, which was released in early November, begins with the lead actor ridiculing early holiday commercials, before the camera pans back to reveal carolers and Christmas trappings — showing that the ad is itself an early Christmas campaign.
Self-deprecating publicity stunts can take the form of material products as well. For instance, Nissin's 'Ultima Weapon Fork' makes fun of the 'Final Fantasy' video game franchise's comically outsized weaponry. The massive fork is ostensibly designed for eating ramen noodle cups, though it's far too big to be practical.
14 Self-Deprecating Publicity Stunts
13
Fantastical Novelty Noodle Forks
Nissin's 'Ultima Weapon Fork' is a Reference to Final Fantasy
12
Parody Meat Sandwiches
Burger King's 'Meatatarian Range' Food Menu is Packed With Meat Toppings
11
Comedian-Studded Fashion Editorials
Former SNL Cast Members Star in Kenzo's Fall 2017 Campaign
10
Universal Marketing Parody Ads
An Agency Has Created a "Super-Ad" That Can Apply to Any Product
9
Vegetable-Flavored Contraceptives
The Durex Eggplant Condoms Parody the iOS Emoji
8
Anti-Shopping Community Events
Hubbub's #BrightFriday Campaign Asks Shoppers to Ditch Black Friday
7
Shameless Christmas Commercials
The '#Whatthebells' Ad Makes Fun of Early Christmas Advertising
6
Candid Water Branding
Ugly's Flavored Water Drinks are Branded to Show It Has Nothing to Hide
5
Cursing Candle Scents
The IIUVO 'Bullsh*t' Wax Votive Offers Unlikely Notes of Pepper and Citrus
4
Punny Furniture Ads
IKEA Malaysia Promotes Its Upcoming Sale with Various IKEA Puns
3
Comedic Music Video Parodies
BBC Radio 1 Puts a Humorous Spin on Kanye West's Famous
2
Comedic Air Safety Videos
Air New Zealand Promotes Safe Flying Through a Hollywood Parody
1
Accordion Box Sets
Weird Al's Squeeze Box Covers the Comedians Entire Musical Career
Related Ideas
Micro-Sized Alt Smartphones
The Nothing Phone (2a) Micro Was Shown Off for April Fool's Day
Nostalgic Winter Intimates Campaigns
SKIMS' Holiday Campaign Was Inspired by Vintage Magazines
Horror-Themed Phone Campaigns
Samsung's Join the Flip Side Takes Cues from 90s Horror Movies
Playful Pet Accident Campaigns
IKEA Unveils the Don't Worry, You Can Afford It Campaign
Anti-Consumption Natural Ads
The 'Girls Just Wanna Grow Plants' Ad Aims to Reducing Consumption
Teddy Bear Outerwear
Build-A-Bear Cuddly Couture Shares Cozy, Warm Styles
Invisible Furniture Capsules
IKEA's Invsbål Campaign and Capsule are a Playful April Fool's Joke
Hater-Created Music Videos
Liquid Death's Greatest Hates Volume III Features Social Media Comments
Ingenious De-Influencing Ads
Cuyana's De-Influencing April Fool's Campaign Highlights Greenwashing
Anti-Consumerism Subscription Services
The 'Nothing' Subscription Service Literally Offers Nothing
Absurdly Tiny Culinary Bags
Knorr's Mini Bouillon Bag Can Hold a Single Stock Cube
Sea-Inspired Anti-Smartphone Cocktails
The Futago Smartphone-Fasting Sour Encourages Socialization
Ketchup Dispenser Billboards
'Smack for Heinz' Helps Fans Complete Meals with a Favorite Condiment
Ergonomic Instant Noodle Forks
Nendo x Nissin The Fork Supports Easy Eating of Instant Noodles
Distorted Burger Campaigns
Burger King's A.I.LLOWEEN Features Unsettling People Eating Burgers
Instant Noodle Advent Calendars
Koka's Unique Christmas Countdown Shares 12 Comforting Meals
Emotive Fried Chicken Campaigns
KFC's Enjoy, It's Beautiful Captures Expressions While Eating
Festive Beauty Packaging
Shiseido Releases Its Inaugural Holiday Collection and Its Playful
Playful Language App Campaigns
The Duolingo On Ice Campaign is Light-Hearted and Humorous
Employee Fragrance Campaigns
Lidl's Fragrance Campaign Features Local Talent with Celebrity Names
Lazy Cereal Campaigns
SURREAL Cereal Cheekily Pokes Fun at New Year's Resolutions
Inspiring Leftover Ads
Hellmann's Mayo Cat Super Bowl Ad Uses Mayonnaise to Fight Food Waste
Fast Food-Inspired Beachy Campaigns
Leo Burnett Italia Unveils a New Summery McDonald's Campaign
Candid Furniture Campaigns
Life is Not an IKEA Catalog Shows a Different Side of Home Products
Curious Whiskey Campaigns
Four Roses' Don't Mention It Campaign Targets Younger Whiskey Drinkers
Fake Ketchup Campaigns
This Heinz Campaign Exposes "Ketchup Fraud"
Excuse-Providing Mock Cans
Like a Magic 8 Ball, Samuel Adams' 'I CAN't' Can is Ready to Shake
Convention-Challenging AC Campaigns
Samsung's WindFree Ad Stars a Savvy Grandma-Fluencer
Naughty Holiday Campaigns
Diesel's XXXMas is Inspired by Erotic 90s Aesthetics
Ready-to-Pour Tinned Spirits
Departed Spirits Disrupts the Category with Flask-Like Packaging
Provocative AR Campaigns
NotCo's 'Not So Happy Animals' Presents Food Logos in a New Light
Promotional Film Food Products
Annie's Homegrown x The Little Mermaid Products are Limited-Edition
Anti-Greenwashing Soap Ads
Navigating Eco-Consumer Irony with Better Climate Store's "Greenwash"
Glitchy Beer Cans
Coors Light Created a Special-Edition Beer Can Based on a Viral Moment
Cinematic Fashion Campaigns
Norse Projects Partners with Mikkel Karstad for Its New Campaign
Architecture-Inspired QSR Ads
This New McDonald’s Campaign Encourages Eating at Home
Film-Themed Cookbooks
A24's Scrounging Cookbook Takes Cues from Unusual Movie Meals
Lookalike Sparkling Water Cans
Not Beer's Sparkling Water Resembles a Classic Brew
Connected Gamer Campaigns
Heineken's Just Another Night Out Shatters Anti-Social Stereotypes
Kitchenware Christmas Crackers
Fortnum's 1707 Crackers are Filled with Miniature Kitchen Utensils
Filmic Toaster Pastry Packaging
Unfrosted Inspired Pop-Tarts' Limited-Edition "Trat-Pops" Boxes
Upcycled Dried Fruit Snacks
The Ugly Company Boats Healthy Recipes That Curb Food Waste, as Well
Humorous Collab Fashion Campaigns
Barbour and Maison Kitsuné Launches a New Campaign
Mixed-Reality Cola Billboards
This 3D Coca-Cola Billboard Dispenses Real, Cold Drinks
Charitable Feasting Trousers
Irn-Bru Debuts a Pair of Festive Feasting Trousers for Charity
Cartoon Underdog Soda Campaigns
Tractor Beverage Company Launches a Moving New Campaign
Scented Fast Food Billboards
McDonald's Set Up a French Fry-Scented Billboard
Recycled Beer Bottle Ads
Corona's Campaigns Encourage Consumers to Recycle Empty Packaging
Actor-Approved Coffee Companies
happy coffee Comes in Three Roasts in Several Formats
Illusory Yogurt Billboards
Müller Yogurt is Relaunching a 90s Favorite with a Gen Z Twist
Cartoon-Themed Kitchen Products
The Yoshinoya at Home Campaign Features Sanrio Characters
Confetti-Filled Snacking Commercials
Frito-Lay Launches the Taste of Super Bowl Campaign
Unfair Advent Calendars
Tony’s Chocolonely Countdown Calendar Challenges the Chocolate Industry
Sauce-Included Multifunctional Utensils
Thomy Reimagines the Purpose of a Fork with the Saurk
Illusory Fry Billboards
KFC is Promoting Its Fing Fing Cajun Chips with a Clever Billboard
Instant Noodle-Inspired PCs
Aftershock Presents a New Range of Food-Themed Computer Designs
Extreme Plumping Glosses
The First-Ever NYX Big Game Ad is Dropping with an Exclusive Lip Shade
Scannable Snack Charity Campaigns
This Pringles Movember Campaign Updates the Brand's Mascot
70s-Style Cat Snack Ads
Temptations' Creamy Purrrr-ée Treats Star in a Nostalgic Holiday Ad
Burger-Inspired Mystery Mockumentaries
McDonald's Finland Presents The Icon Mockumentary
Vegan Food Branding Updates
Impossible Foods Gets a New Image by the Team at JKR
Senior Noodle-Gifting Campaigns
A Shanghai Temple is Giving Free 'Longevity Noodles' to Residents
Charged Phone Ads
Apple's 'Miss You' Ad Features a Personified Plug Longing for a Phone to Charge
Nostalgic Flavor Campaigns
Knorr Introduces the Taste of Home Campaign
Adorable Holiday Campaigns
Burberry's Holiday Campaign Spotlights Dogs and Ducklings
Lunar New Year Campaigns
self-portrait's New Collection Celebrates Family Tradition
Cringe-Worthy Photo Campaigns
Sour Patch Kids is Challenging Fans to Choose "Cringe or Candy"
Kindness-Encouraging Soda Campaigns
The Coca-Cola 'The World Needs More Santas' Ad is Festive
Gamer Instant Noodle Products
These Nissin Cup Meshi Products Were Created with Capcom
On-Demand Bubbly Water Campaigns
"Press for Bubly" Keeps Non-Drinkers Committed to Dry January
Syringe-Based Billboards
Dove's Injectable Billboard Addresses Toxic Beauty Standards
Festive Savory Snack Ads
Frito Lay Canada is Encouraging Canadians to Leave Out Chips for Santa
Fan-Made Merch Stores
The Wonder Shop Shares a Mix of Creator-Made Goods and Recipes
Festively Branded Sweater Collections
Unilever and notjust Collaborated on Christmas Jumpers
Boneless Wing Ads
Whataburger Cleverly Launches Its Boneless Wings with This Ad
Wasteful Shopping Billboards
Not On The High Street's Billboards Highlight a "Don't Gift Guide"
Edible Pastry Holiday Homes
Pop-Tarts & Tiffany Pratt Made Designs Inspired by Canadian Dwellings
Cheeky Martini Ads
Grey Goose's Classic Martini Cocktail Ad Pokes Fun at Celeb Creative Directors
Anti-Breakup Festive Campaigns
Smirnoff and Lance Bass Debut 'Red, White & Merry' Love Campaign
Dramatized Caramel Candy Ads
Reese's Big Game Ad Shows Exaggerated, Relatable Reactions to Change
Sustainable QSR Litter Adverts
McDonald's Malta Presents New Captivating Eco-Centric Campaigns
Ketchup Obsession Campaigns
'It Has to Be Heinz' Spotlights Fans' Intense Love of Heinz Products
Virally Inspired Frozen Entrees
Counter Creates Macro-Balanced Frozen Foods with Content Creators
Tongue-In-Cheek Soda Campaigns
Pepsi Jokes at Coca-Cola in It's Tastes Better Campaign
Microwave-Safe Noodle Cups
Cup Noodles' #PaperCupConfessions Has Fans Fess Up to Cooking Habits
No-Nonsense Snack Puffs
FFups Makes "Not Healthy Tasty Tubes"
Empowering Shake Campaigns
SlimFast's Oomph for your Boomph Shares the Power of Positivity
Candid Celebration Campaigns
Edible's "There's an edible for That" Celebrates Even Awkward Moments
Premium Kitchen Pranks
IKEA Invented "Eureka Spiritis" to Showcase Its Quality Furnishings
Artistic Multi-Beverage Ads
The Coca-Cola Family is Spotlighted in this Unique Ad
Cookie-Twisting Commercials
The OREO Super Bowl 2024 Spot Revisits Pivotal Moments in History
Cross-Cuisine QSR Bento Boxes
The McDonald’s Makunouchi Bento Was Debuted for April Fool's Day
Savory Ice Cream Sandwiches
Nightingale x Pizza Hut Dreamed Up a New Snack for April Fool's Day
Video Game Refreshment Campaigns
The Suntory x Super Mario Campaign is Playful
Artist-Designed Blenders
magic bullet's Artist-Designed Wraps Champion Creativity & Expression
Festive Carnivorous Plant Ads
John Lewis' Holiday Ad Tells the Story of Snapper: The Perfect Tree
Imperfect Produce Subscriptions
Odd Bunch Delivers Oddly Shaped Produce to Consumers' Doors
Empowering Car Ads
CarMax's New Ad Campaign Takes a Witty Approach
Paper-Based Instant Noodle Cups
The Pot Noodle Paper Pot Design is Headed to Tesco
Digital-First Kitchen Collections
So Yummy by bella Products Come with Access to 100+ Recipes
Viral Ranch Condiments
Primal Kitchen Created 50 "Seemingly Ranch" Bottles for Swifties
Reality-Bending Car Ads
CarGurus Ad Features Melting Lego and Gourmet Chef Toddlers
Condiment-Celebrating Hot Dog Ads
HEINZ Just Launched the 'Hot Dogs are Not a Contest' Movement
Irreverent Ethical Soap Campaigns
Pure Rush Soap's New Ad is a Fresh Take on Sustainable Branding
Novela-Inspired Liqueur Ads
Kahlúa's Spots Bring Excitement to Everyday Occasions
Autocorrect Sexual Health Campaigns
MRM NY Creates a New Playful Ad Campaign for Durex
Hyper-Local Gym Ads
GymBox's Made for London Life Ads Juxtapose City Living and Gym-Going
Cheeky Series Star Campaigns
MTN DEW Debuts a New Superbowl Ad with Aubrey Plaza
Bottomless Appetizer Restaurants
Aldi Opened the UK's First Bottomless Pigs in Blankets Restaurant
Mini Musical Productivity Ads
Slack's The Big Meeting Takes on a Musical Number
Pizza Craving Campaigns
Domino's Pizza and WorkInProgress Launch the Emergency Pizza Campaign
Vacation Rental Campaigns
Airbnb Debuts an Animated Ad That Celebrates Booking a Place to Yourself
Hilarious Fandom Cheese Campaigns
Beecher’s Handmade Cheese Launches First-Ever Paid Ad Campaign
Plant-Based Meat Publicity Tours
Prime Roots is Giving Away Koji Mycelium Deli Meat
No-Nonsense Cereal Campaigns
'Shreddie for Anything' Challenges Complicated Morning Routines
Comedian QSR Breakfast Campaigns
Taco Bell 'Breakfast with Peter' Stars Pete Davidson
Rewritten Christmas Song Ads
Burger King UK's Hijacking Christmas Will Guide You to the Drive Thru
Tax-Deductible Snack Breaks
KitKat Created a One-Day Event for the End of the Tax Year
Heart-Break Dumpling Promotions
P.F. Chang's Introduces a Unique Promotion for February
Branded Pregnancy Scans
Marmite is Inviting Parents to Discover the Nature of Their Unborn Child
Faux Santa Ad Spots
Mint Mobile's Ad Features "Greg" Who Looks a Lot Like Santa Claus
Review-Based Marketing Campaigns
These Amazon Campaigns Bring Real Reviews To Life
Sitcom-Style Thanksgiving Campaigns
Whipshots & Patti’s Good Life Teamed Up to Make New Traditions
Pink Sushi Boxes
Dept. Sushi Serves Up Sushi in Chic, Vibrant Boxes
Snacking Mishap Campaigns
The Other Hand by Cheetos Shows Snackers Who Refuse to Put the Bag Down
Plant-Based QSR Campaigns
Burger King's Confusing Times Campaign is Made with DAVID Madrid
Bar Cart Mascots
Tito's New Ad Series Features an Anthropomorphic Bar Cart with Mixology Skills
Private Label Product Promotions
This Target Game Day Promotion is Shawn Johnson-Approved
April Fool's Lifestyle Collections
Nugget Introduced Its 'Most Trendiest - High Endiest' Line Yet
Fake Mocktail Launches
Celsius and Mamitas Collaborated on April Fool's Special This Year
Film-Inspired Cookbooks
The A24 Cookbook 'Scrounging' Boasts Unglamorously Photographed Meals
Promotional Ramen Campaigns
Nongshim Creates a Dance Challenge to Promote its New Ramen Products
Happiness-Prioritizing QSR Campaigns
Dave & Buster's Launches the 'Adult Unlearn' Summer Campaign
Smartphone-Filmed Festive Campaigns
Apple Celebrates Lunar New Year with Little Garlic Film
Celebratory Odd Designs
Ridiculous Design Celebrates Weird and Wonderful Ideas Within Design
Comforting Oat Bar Ads
Humanaut Launches a Campaign for Bobo's, Highlighting Home-Baked Taste
Last-Minute Gifting Ads
Uber Eats' Money Can Buy You Class Features RHoNY Stars
Festive Value-Minded Retail Campaigns
The Spar BIG Deal of Christmas Campaign Launches This Month
Catchy Basked Pasta Ads
Noodles & Co.’s Chicken Parmesan Gets Ditty by Beloved Matt Farley
Festive Chip Campaigns
KETTLE Chips' Christmas Campaign Features 24 Days of Prizes