Tongue-in-cheek performances in video advertising can be a powerful tool when used strategically. When the New Hampshire Liquor Commission partnered with us for their 2024 holiday season advertising, we leaned into the over-the-top emotions that remind us of performances from some of our holiday favorites, showcasing the impact of humor in videos.
Tongue-in-cheek advertising uses humor, irony, or sarcasm to convey a message while not taking itself too seriously, thus emphasizing the importance of incorporating humor in videos as a way for brands to connect with consumers more informally.
When to Use Tongue-in-Cheek Performances
1. Breaking Stereotypes with Humor in Videos
Use tongue-in-cheek humor in videos to challenge industry stereotypes. For example, cosmetics brand Benefit used this approach to mock the serious business of beauty, showing that they don’t take the idea of humor in videos too seriously.
2. Addressing Sensitive Topics
When dealing with potentially uncomfortable subjects, humor can be an effective tool in videos. Lynx’s campaign for men’s hygiene products used double entendres to address personal hygiene issues in a lighthearted manner.
3. Creating Memorable Campaigns
By using familiar touchpoints and referencing popular tropes, brands can create content that instantly engages an audience. Turning the dial to 11, as New Hampshire Liquor & Wine Outlets did, makes content stand out. Memorable brands often leverage humor in their videos effectively.
4. Engaging on Social Media
This style of advertising is particularly well-suited for social media platforms. It can help amplify your brand’s message and reach out to trendsetters and taste-makers. When used appropriately, tongue-in-cheek performances in video advertising can help your brand stand out, engage audiences, and tackle difficult subjects with humor. Understanding the effectiveness of this tactic is crucial, so always know your audience, stay true to your brand, and strike the right balance between humor and your core message.
