Today we’ll explore:
- Reynolds’s greatest ads
- His comedy toolbox
- 18 thought-starters that will help you write funny ads
Edward de Bono said: “Humor is probably the most significant characteristic of the human mind. Far more significant than reason. In fact, reason is actually a cheap commodity.”
In 2023, it’s truer than ever. ChatGPT might be smarter than us, but it’s less funny than an algebra book.
You know who is funny? RR. Let’s breakdown his techniques:
1. Surreal
Create an illogical, absurd, or bizarre situation around your product.
“When you’re busy at work, there’s simply no time for lunch – introducing: Shoulder Patties from Jack in the Box. Stylish in the morning, delicious in the afternoon!” Watch the ad.
2. Prank
Play a prank that will make your audience laugh.
The fake movie leak starts like a real movie, but then
it’s just 90 minutes of Pikachu dancing. Fake movie.
3. Satire
Use irony and exaggeration to expose and criticize your enemy.
Satan works for Big Wireless, Mint Mobile’s enemy. Full ad.
4. Slapstick
Create a physical (often painful – falling, slipping, crashing) situation that involves your product.
Steve-O from Jackass eating the world’s hottest peppers while reading an ad for MNTN. Watch the ad.
5. Cringe
Create an embarrassing or inappropriate situation around the product.
Kraft’s unhinged brand ambassador. Full ad. (Warning: explicit content)
6. Parody
Imitate or exaggerate the style of a particular artist, industry, or genre.
A parody of cliché tech ads that promotes the collab between HP and Wrexham (Reynolds’s team). Full ad.
7. Observational
Highlight the humor in everyday situations.
💡 Tip: Start writing your ideas with ‘Do you ever wonder why?’ or ‘Have you ever noticed?’
Opening the wrong file while sharing his screen in a Mint Mobile ad. Full ad.
8. Wit
Use wordplay, puns, and different rhetorical devices.
9. Self-Defeating
Make fun of yourself or the brand you’re promoting.
💡 Ask: What is everyone thinking but no one is saying?
From Mint Mobile’s acquisition announcement.
10. Dark Humor
Make fun of subjects that are typically considered serious or taboo.
A RomCom about Satan’s new relationship with “2020.” Watch it.
Cheat sheet:
