Too many adverts today are flat and uninteresting. Some instead have incredible impact, are easily remembered and often shared. Curiously, many in the advertising business are unaware that in most cases the latter have a precise element in common: a plot twist.
This element is pretty close to the roots of humour – but should be taken seriously. In fact, it could be worth a lot of money by helping make your ads much more impactful and memorable.
Consider a simple sentence: “Once I had multiple personalities, but now we are feeling well.” If this sentence makes you smile, it’s because from a first frame of reference (mental awareness) it jumps to a second one (mental insanity) in a sudden and surprising way.