"Four Car Insurance Brands Drive Into a Bar"

Robert Passikoff, Contributor

A FREE LAUGH-AND-LEARN WEBINAR ABOUT HOW HUMOR IN ADVERTISING CAN BUILD BRANDS. SOMETIMES.

It’s been said that the saving grace of humor is that if you fail nobody laughs at you.

Such is not always the case, particularly when humor is incorporated into advertising. And in today’s message-saturated world, it’s hard to find categories where brands are not using humor to grab a laugh, when they think it can mean the difference between being watched or not noticed at all.

But, once you get ‘em, do these funny ads actually do the job that brands hired them to do? Do they move consumers closer to the brand? Getting watched is one thing; actually working to change minds, and especially hearts, is something else.

Once-upon-a-laugh-track, many brands kept the humor strictly off camera, but Brand Keys has put one of those categories under the research microscope to see how humor is working in a field once thought far too serious to put in the hands of comedy: Car Insurance.

On Tuesday, October 11, 2011, at 12:00 PM (EST) in a webinar hosted by the Advertising Research Foundation, Amy Shea, Brand Keys EVP Global Brand Development, will present the findings from a new study extending the body-of-knowledge on how humor can build brand equity. Or not. While there is some existing research on the use of humor in advertising, there is little linking predictive brand metrics to examples of different comedic approaches and we invite you to share in our insights.

Follow the instructions below to attend at no cost: ... Read More