2024 was supposed to be when Adland finally relocates its funny bone after years of taking itself a little too seriously like some angst-ridden adolescent. If the Super Bowl was the first big test of this new comedy comeback, then looking at our data of viewers' emotional responses to this year's crop of celebrity-dominated campaigns, you have to say it largely fumbled the ball.
But not everyone found the jokes amusing, and that's exactly why marketing commentators regularly remind their industry's leaders to 'do the research first.' You absolutely have to test your campaign on the real audience who will be targeted. Test beyond small focus groups; use robust, scientific and statistically significant research that will unequivocally tell you whether people are laughing with you or at you.
[
add
]
[
|
|
...
]