Dare to be different

Can you remember the last online advertisement you saw that really captivated your attention? One that kept you so engrossed that you didn’t revert to your phone or impatiently wait for the ‘skip ad’ button to appear.

Struggling? Research indicates that consumers are exposed to over 500 forms of advertisements every day, yet very few leave a memorable imprint on us.

So, how do you ensure your message gets seen and heard? Well, daring to be different and using a humorous, out-of-the-box approach is a clever way to stand out from the crowd. This advertising strategy—while not new—is effective in attracting people’s attention, creating memorability and improving brand recognition.

However, it’s not a fail-proof plan. There are always potential risks that should be considered: will this sort of humour appeal to our target demographic? Does this approach align with our brand and the key values of our business? Will it negatively impact the integrity of our brand and product or service?

That being said, in our technologically connected world where consumers are constantly bombarded by marketing messages, a comedic, bold method allows for your company to be seen – and remembered. It establishes an emotional connection with your audience, which can lead to further engagement with your product or service in the future.

Senior Social Media and Marketing Manager for Cisco Systems in New York City, Tim Washer, explains that a big mistake companies make is that


“[they] simply are not willing to take a risk by being a little bit edgy. If you are safe, your results will be average. But it’s when you take a chance that something can become really big.”


So, be bold, be funny, be different — we are confident you will be pleased when you see the results have surpassed expectations.

*Want to see what we’re talking about? Check out this video Surge Media produced for Benga Designs, which uses a humorous and out-of-the-box approach to engage viewers.