Laughter is universal, and it can be quite powerful. It plays a huge role in our lives, impacting us on multiple levels—physically, mentally, and emotionally. It has the ability to relieve stress, aide in relaxation, trigger the release of endorphins, catch us by surprise, and elevate our mood. The result is a positive state-of- mind that has the potential to cause customers to be more receptive to your company’s message, product and service. Humor can foster empathy, and create a real connection. Laughter is the best medicine. It’s contagious. So why not consider taking a lighter approach to your next corporate video by adding a little levity?
Humorize it—humanize it. In doing so, you’ll produce material that is relatable and easy to appreciate. More than any other approach, comedy has the unique capacity to put an audience at ease. Let’s explore some of the ways you could integrate comedy into your corporate video, and let’s take a look at a few successful examples. But, before we get started, remember your audience. Your audience will shape what you say and how you say it. Please refrain from humor that is in poor taste. Humor is a good thing. Poor taste is not. Carry on.
Parody
While most business is more earnest than it is light-hearted, it’s okay to poke a little fun of yourself now and then. Not all of your marketing material has to have an ultra-serious tone. An inventive creative content team is able to produce powerful corporate video that both inform and entertain. Use exaggeration for comic effect in order to make your point—and your brand—stand out. Take a look at how this video parody by Twitter does just that.
https://www.youtube.com/watch?v=vccZkELgEsU
Tell a Real Story, and Give it a Humorous Twist.
Some of you may remember a classic segment on The Late Show with David Letterman called Brushes with Greatness. Studio audience members would recount their own various personal encounters involving celebrities. Letterman would then jump in, asking if there was more to the story, and what would ensue was an absolutely hilarious and extremely exaggerated “writer’s embellishment.” This was great stuff, based on a real story with a humorous twist.
Sparksight partnered with DocuSign to create a comedic web commercial as part of their marketing campaign. The result was a thoroughly entertaining video short. It begins with the story of a “basic family guy” whose life “is not that interesting…” On the contrary, as we see in this example of corporate video wizardry. Through composite photography, live action video and other special effects, we find that “basic family guy’s” life is actually pretty extraordinary.
Humor in Integrated Campaigns
Research has shown that consumers are engaged by animals, and marketers often employ this tactic to draw in viewers. Humor and puppies. Seriously. How can you miss with that? Purina Puppy Chow made a brilliant and fun marketing move when they partnered with BuzzFeed and created Puppyhood, a series of humorous corporate videos, short films really, revolving around a guy and his new King Charles Spaniel puppy. The videos point to Purina Puppy Chow’s microsite, Puppyhood.com. I dare you not to laugh.
Take a Playful Approach and Set a Great Tone
Here’s a neat example of how an opening video can really set the tone for an event. Sparksight created this event opening video for Influitive’s Advocamp. “…Advocamp is a different kind of conference and Sparksight was honored to create the event opening video. We had the opportunity to work with Influitive to create a conference in the style of a summer camp. We had tents, trees, counselors, merit badges, and more at the event. People loved the format and the content. Sparksight produced this video as a way to kick off the event and get everyone into the summer camp spirit!”
Sarcastic Humor
Sarcasm can be tricky to do right. Your goal is to persuade, not to offend. When used strategically, a sarcastic tone set through humor can be a very persuasive tool, without causing any real offense. Notice how Newcastle Brown Ale accomplishes that as they serve up a generous glass of sarcasm in the video, “If We Won.” The viewer is asked to imagine “how great America would have been” if Great Britain won the Revolutionary War. The audience is immediately hooked through unique content, and completely amused. This ensures that the viewer will watch the video through to the end, and not only hear, but be receptive to the call to action. “… Grab a Newcastle Brown Ale and toast to how great it could have been, if we won.”
https://www.youtube.com/watch?v=h1YvJBwC4xQ
The Unexpected and Funny Tactic
In this corporate video, UserTesting reverses the viewer’s expectation, and immediately grabs attention for their technology app by opening a test panel up to cats. Funnier yet is UserTesting Support’s response in the comments to a viewer wondering why no dogs? “Hi Greg! We found that dogs were too happy-go- lucky to provide the type of honest feedback that our clients were looking for. They were too worried about being man's best friend to give unbiased feedback.” — UserTesting Support
Animation
Animation, either as a stand-alone, or interspersed with other formats, offers an imaginative way to use humor. It’s especially effective in videos in which the subject tends to be exceedingly dry—aka boring. With the addition of humor through animation, the video, and the material, become much more palatable. The “Virgin America Safety Video” illustrates this particular approach, and injects a shot of energy into what would have been an otherwise very dull four minutes.
https://www.youtube.com/watch?v=j6ixjc5yeMU
Humor has the potential to offer many marketing benefits, and can be an innovative and impactful format for your corporate video. A little laughter will really boost your brand’s likability, alleviate boredom and set your customers at ease. Make your next video more memorable; lighten it up with comedy.
