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, â€œDo 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.