For any business, setting up a successful ad campaign can be a struggle and costly.  However, when it comes to hiring an ad agency keep one thing in mind.  Humor is one of the best ways to sell many products or services (especially on TV and radio); because of the greater potential in leaving a lasting memory with consumers. But, it is crucial that this is done in conjunction with a GRAND showcase of that product or service.  The mistake that many make, is coming up with a creative, insightful, funny advertisement that people remember, without truly representing what it is your selling.  Customers shouldn't remember the ad without a lasting memory of what's being sold.  Really...what's the point?

I decided to give you a specific example of the point I'm trying to make; even using comedy and relating it to a serious subject.  So, I took the idea of a "youthful" soft-drink company developing an original TV ad (during the holidays) displaying their brand, and their brands focus, on charitable contributions.  Have this ad suggest that people commit to charity (nothing shocking, but capturing viewers attention because it's relatable, and thought of by many around the holiday season).  Imagine the ad beginning with a well-dressed, handsome, middle-aged man walking on screen (the supposed CEO).  He states that the company has a history of encouraging charity work.  But he's concerned for individuals who have sent in videos showing their charitable contributions based on their love for the soft-drink.  Have him explain how the company wants people to give back; but in a "NORMAL" fashion.  He's very serious, and begins showing these funny, over-the-top, homemade videos, of customers and how they're using the brand, and drink, in what they consider charity:

  1. Wearing the soft-drinks logo on their t-shirts, a group of large, "amped up", overeager bodybuilders storm into a nursing home.  They begin causing chaos: attempting to pick up the seniors, forcefully push them around in their wheelchairs, trying to feed them their food, opening cans of the soft-drink by tearing the tops off as soda explodes everywhere, etc.; asking them "where would you like to go mam?", "we're here to help you people", "open wide, sir", "it's alright I'll get that".  The seniors are visibly frightened, angry, and confused at what's going on; resorting to them screaming, smacking the bodybuilders with canes, throwing fruit and medicine bottles at them, a heavyset lady pinning one bodybuilder up against the wall with her walker, an elderly couple tasing and using mace on one guy at the same time, an older man swinging his oxygen tank keeping the bodybuilders at bay. etc. etc.
  2.  A video of two young men in a helicopter foolishly thinking they can use the soft-drink to help a destitute village in Africa.  Being opposed to the logic in landing, these "simple-minded" guys begin dropping boxes, and individual cans, on top of the village...damaging buildings, hitting people, scaring them; with the soft-drink exploding all over, women and children running for cover, townspeople throwing objects back at the helicopter, etc. etc..
  3. A clip of a skinny "nerdlike" teenage boy confronting a couple of dangerous looking robbers, as he wears a ridiculous superhero outfit made from the soft-drinks cans (some even unopened).  Without any weapons or training he starts running directly at them (yelling the soft-drinks name), and long before he reaches the robbers... slips on some liquid from a competitors can, falls forward, and flips into a large trash bin (as once again soda explodes everywhere).

After a clip of each is shown, we cut back to the CEO as he begins to transform (through several stages), both verbally and physically; each time making statements such as "there's no reason to do that, that's not charity", "our company is not responsible for any injuries attained during that video", "now that guy was just crazy", "ok, we may not have wanted to show that one", "honestly what is wrong with you people?".  This previously well-dressed, "handsome man", becomes an older looking, crazed individual; losing it on camera because of customers overzealous love for the soda...a dismantled CEO.  The ad then ends with a serious tone, laying out how the company would like you to help with their charity; in what the CEO calls a "NORMAL fashion".  This commercial sounds outrageous, but, if done well, could be very funny, and does a few things to sell your brand.  First, the humor and over-the-top aspect of it leaves a memory with people, and could create that "watercooler effect"; meaning people will mention and discuss it with others (no matter their feeling about it), whether at work or in social situations.  And, though humorous and filled with phony enthusiasm, it showcases your drink as a popular item; which is enough to entice many people to look into your product and at least "give it a try".