Comedy 'better than sex'
Says Britain's advertising industry
Comedy is better than sex when it comes to selling products, Britain’s advertising industry has decided.
The 50 best commercials of the last year are to be unveiled by a panel of experts tonight, with humour proving the most effective way to connect with possible customers.
Peter Kay’s campaign for John Smith’s bitter is expected to be one of those hailed by the Advertising Producers Association.
Its chairman Steve Davies told the Independent: "There's an ever-increasing sophistication. You can't tell the public your product or service is good, you're connecting with them in a much subtler way.
“Humour is a great tradition in British advertising. Advertising reflects our television culture and we are a nation that likes comedy, from Fawlty Towers to The Office.
"Sexual imagery in terms of the old Flake commercials or scantily clad women on cars is seen as a bit cheesy. There's a sense that sex has lost its mystery.”
Of Kay’s ads, Claire Beale of the industry newspaper Campaign said: "If you use a well-known and well-loved comedian, before you have even kicked off your 30 seconds of advertising, you have bought into the brand value of that comedian."Published: 16 Sep 2004
