This cheeky World Wildlife Fund (WWF) ad promoted participation in the recent Earth Hour by using a scenario where you'd wish the lights were off.
A photo of a plumber with his fat ass hanging out is coupled with the copy, “Do the world a favor. Turn off the lights.â€
The ad was created by DraftFCB, Toronto, Canada.
Implications - Humorous ads like this appeal to consumers who enjoy being entertained and are especially effective because they don't come off as merely being preachy or self-serving. The viewer instead feels like the company behind the ad made their personal enjoyment a priority and as a result, they are far more inclined to respond positively to whatever product or event that ad promotes.
Why This Trend Is Growing
- Humorous Advertising
- Leveraging humor in advertising appeals to consumers and avoids preaching or self-serving messages.
- Entertainment-driven Marketing
- Creating ads that entertain consumers increases their positive response to the promoted product or event.
- Consumer Engagement
- Engaging consumers with amusing and relatable content fosters a stronger connection to the brand.
Industries Being Reshaped
- Advertising and Marketing
- The advertising and marketing industry can utilize humor as a strategy to create effective and engaging campaigns.
- Environmental Organizations
- Environmental organizations can employ entertaining ads to encourage participation in eco-friendly initiatives like Earth Hour.
- Creative Agencies
- Creative agencies can explore the use of humor in advertising to captivate audiences and deliver memorable messages.
