The document discusses how humor can impact brands both positively and negatively. It notes that 80% of decisions are made emotionally and brands that best connect emotionally will succeed. The document provides data showing that ads incorporating humor increased brand likeability, consideration, buying intention, and conversations by 17-97% compared to ads without humor. However, it also cautions that humor can harm brands if not used properly.

2. www.topspots.be

3. But did we
humans
really
change?
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4. Our brains
are lazy…
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5. In the end, we
all just wanna
be happy
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6. We’re
happy
when we
smile!
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7. right?
1+1= 2
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8. Affective Cognitive
Basics Conative
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9. Humor can
make the
ultimate
difference
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10. Or harm
your
brand
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11. Topspots
2012
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12. The power is in the mix
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13. ITY
1
INAL
ORIG
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15. 2
MTH
WAR
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17. TY
3
LICI
SIMP
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19. 4
DFIT
BRAN
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21. 5
IDEN
TIFI
CATI
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ON

23. “80% of decisions are
made emotionally.
And today's business
winners will be those who
best connect emotionally
and empathetically.”
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Kevin Roberts
CEO Saatchi & Saatchi

24. The proof
of the
pudding
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25. 6,4 7,5
1
level
+17%
Likeability
Appreciation of the spot
6,6
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(average on 10-point scale)

26. 20% 39%
2
level
+97%
Consideration
Consideration of the brand for the
23%
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product / service needed
(% agree + totally agree)

27. 9% 16%
3
level
+71%
Buying
activation 11%
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Intention to buy / use the brand
(% agree + totally agree)

28. 6% 11%
4
level
+77%
Brand / spot
conversations 7%
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Talked about the brand or the spot
(% agree + totally agree)

29. www.topspots.be