If you have decided that you want to do a funny video ad with a spokesperson, deciding what kind of spokesperson you want can be one of your most important choices to make.
Why?
Because character and environment as depicted in your spot is something you want to get right.
Let’s say hypothetically Big Foot Zombie was going to be your spokesperson.
Now, as the writer of the video, you need to make an executive decision. What is a funnier place to have Big Foot Zombie in? The forrest or an executive meeting room sitting at the head of the table, with human in business outfits with ties and such?
If your decision was to set the commercial in the forrest, you could be right. We are not saying that BFZ cannot be capable of hilarity amongst trees. It can happen. But…
For most people the choice would be the executive meeting room as the big furry guy’s best shot at making the viewer laugh. Why? Because a Big Foot Zombie was less likely to be seen in a room with business people at a table.
If we are honest with ourselves, and want to be very literal about it, getting rid of both the forest and the executive meeting room as choices would make the most sense since Big Foot Zombies are mythical creatures and likely do not really exist so scratch Sasquatch Undead entirely.
But we are not trapped in reality here because this is comedy!
Why go for the laughter? Because humor can be a great way for advertisers to gain attention and stand out from others. This said though, it is also important to not be merely going for the giggle, because in the end you want the brand being promoted to reach and stay in the mind of the viewer.
Unless you have zillions and zillions of dollars and can get your commercial in front of viewers and again and again, and therefore, despite the viewers having laughed when seeing the spot, it was not until their 30th time of such individuals seeing it that they finally notice for the first time the brand name flashed for a millisecond at the end of the video.
One way to avoid having to have an unlimited budget because of needing to to show an ad ton of times (on TV especially), is to INTEGRATE the BRAND into the the COMMERCIAL’S PREMISE.
In other words, make the brand a fun and enjoyable part of the ad.
How? If you turn up the volume on your creativity you will come up with a lot of ideas.
Essentially, the key is to make the brand a part of a character’s identity or exist and be embodied as an important idea.
Having representation of the brand throughout your video means that you or your client will hopefully laugh all the way to the bank!