Copywriters and clients often use humour as a tool to sell. Sometimes it’s effective, sometimes it’s not.
If a commercial is just a joke and a punchline, chances are the joke will be remembered and not the product.
Relating the message directly to the joke is more effective (but often less funny).
So it’s a toss-up. Here are some ads I wrote which worked well:
MVO: (Light-hearted announcer voice) What is big and white and can fly when it’s dead?
SFX: Extended whistle, followed by a crash as a computer (metal, glass and plastic) hits the ground.
MVO: Computers! Don’t let them get you down! Help is just a phone-call away. At Sithole Computers we offer technical support, rentals, consultancy and more. In short: solutions to all your computer problems – no matter what the budget.
Sithole Computers. On site. Online. On time. Call 013 755 1400.
MVO: (Manly voice. Dry, completely deadpan delivery.)
This morning you checked yourself in the mirror. “Howzit good-looking” you said.
You looked closer. You’re looking a bit rough. And not in a good way.
Next stop: Barbershop. No appointment. None needed.
You sit down. Get a trim. No chit-chat, no girls’ stuff. You’re in and out before you can say (pause) snip snip.
The Barbershop: They do hair, beards and hair-loss prevention stuff. Seven days a week.
Find them at Brooklyn, Menlyn, Kolonnade, Woodlands and Centurion Mall.
MVO: (Middle aged, young at heart) This is Max.
SFX: (Dog) Bark!
MVO: He’s a Jack Russel.
SFX: Bark Bark!
MVO: But he doesn’t know that.
SFX: Questioning whine
MVO: Because sometimes he thinks he’s a Rottweiler.
SFX: Max growling
MVO: And other times he thinks he’s a fish.
SFX: Splash in water, yapping and panting
MVO: So now I have Paws and Claws pet insurance. Because sometimes accidents happen. And when they do, I want to be able to look after him just as well as he looks after me.
SFX: Happy bark
Anncr: (Female) Paws and Claws Domestic Pet Insurance is only $ 150 per month for up to three pets. Get them insured today. Call 308-400.