Just.

Why Funny Is So Often Mistaken for Effective in Advertising and Marketing

Humor is my best friend. We go way back, through years of profound social anxiety being funny has always been my way of handling awkward situations. It breaks the ice and no one can deny this simple truth: Everyone likes a good laugh.

But these days after years of advertising and marketing campaigns pulling in huge earnings from the businesses they serve to promote and build customer relationships with, my belief is as a tactic (like scantily clad men/women) in and of itself, it’s failing. Here’s Why.

Burger King is not doing so well. But I don’t understand? Their product is exactly the same as it always was and they have this hilarious bizarre creepy King guy that is their new campaign. And if you say you don’t like him then “you’re not cool enough to understand it”. Hmmm.

I could be naive and perhaps not looking deeply enough into the campaign but it seems to me, that Burger King is betting that being edgy and cool and funny (Indy?) is going to make them desirable by association. Unfortunately and as their quarterly profits show that’s not happening. So what’s wrong?

For a brand to be effective in inspiring its creative strategies and execution those projects need to be rooted firmly in the simple truths of what makes that business truly unique and fulfilling to its customer’s needs.

There is definitely something one goes to Burger King for, and it’s not the creepy plastic King dude. It’s the fresh crunch of pickles and lettuce and creamy mayo and that smoky grilled burger that we who still eat that stuff lustfully with eyes rolling back in our heads allow ourselves to indulge in (burger snobs step off, I love me a good Shake Shack/Burger Joint burger ok?).

Comedy and laughter is a tool, but it is certainly not a means to an end. It gets people open, relaxed and ready to be suggested to. That’s a powerful thing, but it’s not the actual message, unless your Comedy Central. Making a date laugh doesn’t mean she’ll (place desired outcome here) you, but you certainly have her attention. But connect to her passions, her desires, the things that interest her that she wants and you have a soul mate.