Over the past few weeks I have paid close attention to current TV campaigns, focusing on how they communicate with their audience. Now in simple terms, marketing aims to communicate with a target market, to inform and hopefully turn a prospect customer into a loyal advocate of the brand. With this in mind, what I find interesting is that the method many companies are is using to raise the profile of their brands. Humour.

There is a trend present in TV campaigns, showing that the aim of a TV ad is no longer simply to allow the target audience to absorb the relevant product/service information, but for the audience to take something extra away with them, additional brand value. This is why many companies use TV as a great opportunity to not only inform but also entertain their customer base. Of course this has been a method that has been popular for many years now, but what with the rise in financial and social difficulties it appears that customers are becoming more drawn to marketing that has ‘feel good’ worth and elements of escapism. Consequently many ads are becoming increasingly more creative, to cater for this need to create laughter and smiles!

Below are a two examples of TV campaigns, where the companies have each gone through a very creative idea process to ensure they entertain their customers. The Halfax ad has gone beyond the realms of banking to ensure the customer creates a bond with the brand first. The Specsavers ad is a great example of how a simple, yet effective, strapline can be used to create new and exciting stories within advertsing. I hope they inspire and also raise a smile or two!

I also came across this funny viral that I wanted to share: Subway. Although the production is fairly limited, the delivery of the voice over and the joke within the story itself work really well!

Have a wonderful day!

By Chakraborty

Dr Chakrabarty is the Chief Innovation Officer of IntuiComp TeraScience. Earlier she was Assistant Professor of Delhi University, a QS ranked university in India. Before that she has held research positions in IIT Mumbai, IIT Chennai and IISc Bangalore. She holds 2 patents and over 20 research publications in her name which are highly cited. Her area of research is in smart technologies, integrated devices and communications. She also has a penchant for blogging and is an editor of Business Fundas.