As the creative director of a video ad agency / production company that writes and produces marketing videos faster than Socrates yelled “I just drank what?” – I’m officially coining a new trend in video advertising:
“Smart Funny” video ads.
After years of deep thought and research, I created this revolutionary new term by combining the words SMART and FUNNY into one phrase.
First, I typed the word Smart.
Next, I typed the word Funny.
Last and most excitingly, I deleted the space to make SmartFunny – but that looked stupid and wasn’t as good for SEO – so I put it back.
Whether advertisers, agencies and viewers are using this hot new buzzword that or not – they’re all looking for the same thing – something called “Smart Funny!”
Here’s how it works.
The SMART part of the ad is the part that educates, informs and lets viewers know your brand, product or service is trustworthy and legit – while the FUNNY part makes having to actually sit through an ad way easier.
Smart Funny ads are video ads that simultaneously entertain viewers with the funny and show what your product or service can do – all in a really smart way.
QUICK FAQ –
“SO WHAT HAPPENS IF YOU ADD TOO MUCH FUNNY?”
Good question! The problem with adding too much funny to your video ads without enough of the smart part, is it can erode credibility.
You have to walk that line between being cool, fun and relatable while also smart enough to deliver what you promise.
“AND WHAT IF YOU ADD TOO MUCH SMART?”
Also a good question! The problem with adding too much smart is that your ad will be so boring that people are punching themselves in the eyeballs screaming “OMG STFU!” while they desperately wait for the “Skip Ad” button to show up.
“HOW DO SMART FUNNY VIDEO ADS WORK?”
SmartFunny video ads grab attention in the first few seconds – and then let viewers know you’re offering a serious product or service that can solve their problems, or a fun or useful product or service that will actually work as advertised, taste great or at the very least arrive on time.
HOW DO YOU KNOW THE DIFFERENCE BETWEEN REGULAR FUNNY AND SMART FUNNY VIDEO ADS?
Here’s the simple guide I use, to determine if a new ad concept is Smart Funny or just plain funny funny:
Someone kicks a guy in the balls?
Someone kicks a guy in the balls while reading Philosophae Naturalis Principia Mathematica by Sir Isaac Newton and wearing a spectacle in one eye?
Wife flips husband out of a hammock for sleeping when he was supposed to be mowing the lawn?
Wife flips husband out of a hammock for sleeping when he was supposed to be mowing the lawn while reading Philosophae Naturalis Principia Mathematica by Sir Isaac Newton and wearing a spectacle in one eye?
It’s JUST that easy.
Done right – Smart Funny video ads combine unexpected situations and humor with a serious sense of purpose that makes viewers like and trust your brand, product or service.
They make people laugh enough to forget they’re watching a video ad – but focus enough to remember what the ad was for.
Smart Funny ads leave your viewers – your customers – recalling what you’re selling, trusting what you’re saying and clicking through to that amazing deal.
SO – HOW DO YOU DO IT RIGHT?
The trick is to:
- Grab their attention with a funny and attention grabbing situation / concept.
- Show your brand, product or service early and often – don’t wait until the end.
- Shove that pain point, need in the marketplace and value prop into their little device-watching face
- Lay in the smart – so you don’t come off too lightweight, gimmicky or untrustworthy.
- Wrap it up in a really smart, funny, problem-solved way with a solid punch line and call to action.