13/10/17

My favourite funny women ad campaign

Sense Account Director Jess McGillivray gives her thoughts on her favourite campaign featuring women comedians to The Drum, following former Comedy Club PR Lynne Parker’s recent Funny Women event.

Share

It’s not that easy to find campaigns featuring women comedians, let alone choosing my favourite. The opposite is true for male comedians, which sadly I don’t find surprising. However, one campaign that stands out for me was aired in the late 1990s. It’s the Sue Perkins and Mel Giedroyc’s Kingsmill series of adverts. It has a quality that’s increasingly being seen as key today – authenticity.

Having seen Sue Perkins live at the Edinburgh Fringe Festival, I feel that the comedy duo were being true to their own personalities in this ad. They come across as real rather than acting, which is so often the case. Take John Cleese, for example, who has arguably flogged his Basil Fawlty character more than is strictly necessary.

What’s more, they made me laugh – mainly because in addition to the above, you can see the real friendship and bond they have, which meant the ad didn’t feel forced. These were two real women, bouncing off each other and not, one feels and hopes, following a tight script. This to me is crucial if women comedians want to be perceived as credible in advertising, and retain their current reputations in comedy circles, not to mention those of the brands they are representing.

For me, the best comedians are great improvisers and spontaneous. Yes, they develop scripts and jokes that they follow, but these are created by them. Factor in ad writers, and you’re potentially building a barrier to people finding them funny, because they are not being real. Add this to people’s scepticism about how much they’re being paid, and it’s not great a recipe for success.

If women comedians are true to themselves and come across as real people, they’re far more likely to resonate with the real people their campaigns are targeting for the benefit of themselves and, of course, the brand.

Jess is Account Director at real world marketing agency Sense.

Read the full article in The Drum.

13/10/17

Sense-runs-KIND-experience

KIND launches summer of experiential to turn kindness into power

KIND launches summer of experiential to turn kindness into power

Read why...

Sense-L-R-Garrod-Adams-Obrien copy

Sense repositions leadership team for global expansion

Sense repositions leadership team for global expansion

Read why...

FirstVet-Dog-MoT-at-dogfest

FirstVet launches in UK with Free Dog MOT clinics at DogFest

FirstVet launches in UK with Free Dog MOT clinics at DogFest

Read why...

Ebay-Retail-Revivial-programme

eBay brings its Retail Revival programme to life in the UK

eBay brings its Retail Revival programme to life in the UK

Read why...

North-Face-pop-up-store

Pop-ups: How brands can turn one-night stands into long-term relationships

Pop-ups: How brands can turn one-night stands into long-term relationships

Read why...

Bahlsen-PiCKUP-snack-bars

Bahlsen appoints Sense for PiCKUP! experiential campaign

Bahlsen appoints Sense for PiCKUP! experiential campaign

Read why...

Sense expands team in the wake of key business wins

Sense expands team in the wake of key business wins

Read why...

Schwartzkopf-experience

Most consumers say brand experiences build trust

Most consumers say brand experiences build trust

Read why...

Growth in experiential marketing spend remains stable and positive among an industry in flux

Growth in experiential marketing spend remains stable and positive among an industry in flux

Read why...