Humorous Advertising Campaign

Brand: Cornetto

Year: 2008

              The advertising campaigns that have humor are prime examples of the most effective ways to draw in an audience. Presenting a product or a service in a funny way is a great way to amuse consumers and help them remember a product. As well, it is nice to see that brands have a human side and don't take themselves too seriously.

The humor and overall likability campaign of Cornetto is created by Lowe and Partners. What can you do with P20?

The agency’s “Sarap ng 20 Pesos” TV ad series began in 2008 on affordability and taste platform. The series included “Horror” “Barber” and “Bouncer.”

In their previous commercials, the advertisement demonstrates what you can’t do with 20 bucks nowadays but you can with delicious, yummy and flavorful Cornetto.

Strategy and medium 

             In order to be the most memorable ads campaign they tend to be funny. They use this strategy to attract customers to their product. Lowe and Partners know that the audiences like to be entertained, but not pitched. People will pay more attention to a humorous commercial than a factual or serious one, opening themselves up to be influenced.

Like in this picture, the key to funny advertising is assuring the humor is appropriate to both product and customer. The balance between funny and obnoxious can often be delicate; and a marketer must be certain the positive effects outweigh the negative before an advertisement can be introduced. The best products to sell using humor tend to be those that consumers have to think the least about. Products that are relatively inexpensive, and often consumable, can be represented without providing a lot of facts, and that's where there's room for humor.

But there are some point to consider when using humor in advertising, that there are different things that are funny to different people. A commercial that may leave one person gripping their sides from laughter may leave a bad taste in other people. The target market must always be considered. What's funny in a client presentation may not be funny on others.

That is why the Cornetto's advertisement "Saan aabot ang 20 pesos mo" became successful because they considered their target markets.