A Sense of Human

How do funny commercials stay funny? When we relate to them, long after the 30 seconds are done.


This semester, I  am honored to be working with an advertising class that has been tasked to find unique advertisements that epitomize different creative aspects and consumers that have been reached by great messaging.

As this year continues, I would like to share their amazing findings. Because the internet has the ability to source so many advertisements and promotional messages that they and we can share I welcome the opinions of these future professionals as well as the universal community at large.

The first in these installments – what they found when asked to find an ad example that provides a sense of human through humor include TV spots from Discover and Statoil, an energy company in oil and gas production familiar to consumers in Norway.

For Discover, it is a series (known as a pool) of commercials -- centered around the customer service representative, "Peggy":

For Statoil -- it's just a single spot that has not only an "aha!" moment, but leave us with a "I have been there, " compassion -- not unlike Discover.


Both of these examples let the humor last. It's not a one time joke so you can see the commercials time and time again and continue to appeciate the human condition they exemplify.  The "I've been there" component makes the message that much more personal, real and relevant. And ideally remembered -- when you think of these brands.

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