Magazine article Marketing

Opinion: The Marketing Society Forum - Should Humour Be Removed from Financial-Services Ads?

Magazine article Marketing

Opinion: The Marketing Society Forum - Should Humour Be Removed from Financial-Services Ads?

Article excerpt

Barclaycard is scrapping comedy from its ads. But as the credit crunch deepens, should the financial services sector add to the gloom with a more serious approach?

MIKE HOBAN, CUSTOMER & BRAND MARKETING DIRECTOR, SCOTTISH WIDOWS

No. As much as the creatives deny it, there are some basic rules to making effective TV ads, and the first is to entertain the viewer. Sex, music or comedy are proven ingredients to advertising that entertains, becomes famous and, consequently, builds brands and sells products.

Admittedly, Barclaycard's attempts at humorous ads have fallen a bit flat of late, with some distinctly average creative work, but only the reckless would deny that its brand was built on the back of humorous advertising, and brands that forget their history throw away their future.

Just because the financial-services market is turbulent does not mean that we should lose our sense our humour.

LOUISE FOWLER, HEAD OF MARKETING, BRITANNIA

Maybe. I think you have to be careful with humour in advertising. It can work fantastically well if it hits the right note, but can also backfire big time.

Even if we do sometimes take ourselves a bit too seriously in this industry, money is a pretty serious business. We want to know that banks and buildings societies are looking after our cash properly, so I can understand that a more dour tone is needed at the moment.

That said, I think the British lead the world in finding humour in difficult situations, and we should be proud of that. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.