Friday, March 25, 2011

Creative Excellence Fridays - Ameriquest - using humour effectively

We've talked about this before on Creative Excellence Fridays; when does humour work in advertising?
We still maintain that the humour needs to be built around the central sell point, if the campaign has any chance of scoring impression points.

Ameriquest created a series of very funny commercials. But the all important question is, "Do you remember the advertiser?"

Here's commercial number 1. "I'm getting robbed."



Hey, it could happen. That's the scary part.

Commercial # 2 in the series, "Romantic Dinner."



Talk about putting a damper on the mood.

Commercial # 3 "I'm her daddy."


"Ewww."

Very funny commercials, but did they sell mortgages? Did the humour overpower the brand?

Given that Ameriquest was dissolved in 2007, I think the results speak for themselves.

Your comments and suggestions are always welcome. Have a great weekend.

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