Cut the Bullshit. Seriously.

Hello, creative souls!

We recently covered a video that poked fun at COVID-19 ads from multiple brands. It pieced together parts of ads from multiple brands - and yet made it coherent because they were all the same. That’s one way to go about it.

The other way is more on the face - and funny. Parody and Satire have been part & parcel of advertising for ages, and when done well, can do wonders. The other alternative to go about using industry cliches while also standing out is to just… change the script. It’s as simple as that. That’s what Skoda did.

This ad about the ŠKODA Octavia car emphasizes the vehicle’s appeal to those who value substance over flashy advertisements. Unlike typical car commercials that bombard viewers with images of a glamorous lifestyle, this video focuses on the car's qualities and performance. Skoda basically said… Cut the BS.

This approach criticizes the superficiality of most car marketing, offering a refreshing contrast by presenting a car that stands out for its genuine attributes rather than hollow promises, while also differentiating ŠKODA as a brand from their competitors who follow the template to the T.

Being able to poke fun at authority is not just liberating; it’s often critical for effecting social change. That’s why parody and satire have always been powerful, persuasive art forms. So, what’s the difference between parody and satire? Parody makes use of mimicry, while satire doesn’t. Naturally, mocking the world is best left to brands with a sense of humor. A brand that is able to laugh at itself is a likable brand.

Why is this effective beyond likability? It’s fairly simple. The audience today is exposed to varied forms of media, opinions and beliefs. The older marketing principles sometimes just don’t work because they’re just not efficient. Period.

If your target audience is watching your ad and they’re wondering, “Why do I need to sit through this when I know it has nothing to do with the end result I want?”, you’re probably in for trouble.

Opting for this format can help you escape the trap of exaggeration and empty promises, and get straight to the point. Give the audience the gift of time by getting straight to the point. Do it in a funny way, you have them hooked. Here’s how you can do it:

John Vorhaus writes, Truth + Pain = comedy. We can twist this formula to match this ad.

Step 1: Identify patterns & cliches in your industry’s advertising

Step 2: Be the ‘BS editor’ remove all the parts that are exaggerated and not to the point.

Step 3: Fill in the empty spaces with the absolute truth, while retaining the rest of the ad.

PS: We covered a very similar ad in the very first edition of Figment - check it out here!

Ideas corner:

1. Sanitary napkin ads usually follow a cliche template and are done to death. How about you flip the script? Speak about the truth in the situation while also mocking the existing cliches?

2. Perfume ads follow a similar pattern all the time - spray our product, you’ll become a people magnet. What if you focus on what actually happens? You go through your day normally - and one person compliments you for your fragrance — and that’s enough to make your day.
   
   
   Figment is written by Abbhinav Kastura, a writer/producer who has spent a decade making impactful internet videos and Guru Nicketan, an advertising nerd, B2B Marketer, stand-up comedian, and a film buff.