But does it make you want to buy something?

8/20/09

At the end of July, Forbes magazine asked a panel of experts to select “the funniest” tv commercial from a selection of 37 commercials dating as far back as 1965.

This 2003 commercial was their favorite.

Here's the URL:
http://www.youtube.com/watch?v=6TGpri6pdcQ

I have to admit I thought this ad was a hoot. But sadly, it did not prompt me to make a visit to IKEA. Was your reaction any different?

While the article does not specifically address the commercial’s failure as a marketing tool, it did mention that the agency who did it – Crispin Porter – no longer works on the brand. Hmm. Isn’t it time that we all realized that funny does not equal effective?

Follow-up
Dr. Pepper announced their second quarter earnings, and guess what? Sales volume for Snapple fell 15%.

Burkitt, L. (2009, July 31). Laugh Track: Funniest U.S. TV Commercials. forbes.com. Retrived August 20, 2009 from
http://www.forbes.com/2009/07/30/funniest-tv-commercials-leadership-cmo-network-funniestads.html?feed=rss_news

Stynes, T. (2009, August 14). Dr. Pepper Boosts Projection for Year. Wall Street Journal, p.B4