Client: Hamlet Cigars Agency: COLLETT DICKENSON PEARCE.

Advertising is a joke

If you like a joke, you pass it onto someone else.
In advertising we call this going viral.

You also warm to the person telling it.
In advertising we describe this as brand loyalty.

Jokes set the scene.
In advertising we call this storytelling.

A good joke leads one way, then there’s a twist.
In advertising we call this a ‘Smile in the mind” or “the pay-off”.

A joke makes you rethink situations.
In advertising we call this insight.

A good joke is easy to recall.
In advertising, this is a rare — but invaluable.

A joke isn’t like normal every day conversations.
In advertising we call this “standout”.

Bad jokes aren’t entertaining.
This is like most advertising — Which is no laughing matter.

Intentionally bad jokes are still funny (Dad Jokes).
In advertising this still works, because they still stand out from the bland and invoke a reaction.

My advice.
When you’re expecting someone to take the time to read or watch your advert — Make it worth their while. Entertain them.

Adam McGowan
Art Director

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