Have you ever wondered why it’s so hard to tell a joke? How can a famous actor win award after award for their on-screen portrayals, yet fumble all over themselves when they try to be humorous during an awards ceremony?
The bottom line is: being funny isvery hard work! That is why we prize it so highly. Don’t believe me? How many people do you know who watch the Superbowl as much for the commercials as for the game itself? The anticipation of those hysterical commercials is marked by teasers leaked out weeks in advance and collected for replay, because we, as consumers, as people, needa good laugh.
The biggest marketing firms in the world have capitalized on this very real need and parlay it into a science, which gets their clients’ products recognized, and more than that, associated with that wonderful feeling. The consumer desires to have that overall feeling of fun and is persuaded to purchase the product.
Sounds easy, doesn’t it?
If only it were…but isn’t that the point? What you find funny might not appeal to anyone else. Funny is subjective, especially in today’s politically-correct society. And that’s not even the half of it.
Eureka! Lightning strikes…
You have the perfect idea…not too controversial…not going offend. How do you pull it off in a commercial? The casting has to be perfect—Jimmy, your service manager’s nephew who has done a couple of on-camera things for you in the past, just doesn’t have the chops for this project. And what about the actual production? Those summer interns that your local cable company hires to shoot B-roll of your lot would love a chance to turn your genius idea into a black-and-white, gritty spin-off tale of “Death of a Salesman.”…uuggh!
What’s the punchline?
You are out of luck if you are looking for it in this article. What I can give you is the same advice I give to all of my clients—leave it to the professionals with a long record of success. If I want to hear somebody tell me things that will make me laugh so hard that I cry…I don’t go to my local bar; I go to the local comedy club. Hope to see you there.
John Yost is the senior sales executive of CarDealerCommercials.com, a division of Ryno Production, Inc. For more information, please call 800-860-7966 x115, email [email protected], or visit www.CarDealerCommercials.com.0
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