Sergio Spaccavento: The selling power of humour is heavily underestimated

According to Sergio Spaccavento, script writer, professor and Executive Creative Director at Italy’s Conversion, a company whose clients include Coca-Cola, Mediaset, Pernot Ricard and EuroBet, sex still sells, but humour does it better. We caught up with him on the sidelines of IMWorld 2017, after his charismatic presentation, to talk about the reasons why, among a sea of commercials that vie constantly for our attention, an ad that makes one laugh is the likeliest to be shared and remembered.

What message did you bring to Bucharest?

The message is that now, sex doesn’t sell anymore, but humour does. Humour, if it is made well, knowing the target, as well as the cultural background, geography, and age of the audience, it works. People want to be entertained and humour works best.

Why does humour sell better than sex?

Humour works better because we have a mental pattern of humour. Certainly, when you were growing up you noticed that if you say a funny story, people will like you and remember you. The same happens with brands, if they tell you a funny story, you will remember that brand. The initial engagement can be similar to that obtained by sex, because it promises to give endorphins, but when you go to the market and pick a soap brand, if its commercial was funny, you remember it as a friend who made you laugh. So what you can do to pay it back is buy that product.

Why and when did the shift happen?

Digital globalisation was a game changer. Before, you could find humour in some commercials, but it was not so easy to share them. With social networks, viral communication makes that possible. Also, brands were talking to customers via a monologue. Now, brands must engage in a dialogue. When you talk to your clients, you expect a reaction. And the reaction is really fast. You must create a profile character, so if you appear smart and funny, just like in real life, you are more popular.

Now, if you watch an event, like a sports championship on your TV screen, and you take the second screen, your phone, and comment, and the brand reacts, then you are engaged.

Moreover, nowadays sex is much easier to find, especially online. Also, image online is important, both for brands and clients. So, when you have a funny commercial or one that uses sex, people are more likely to share the first one, because they do not like to be judged. With humour, you do not have this. Of course, dark humour, racial stereotypes should not be used, because they will not have this effect.

Are there categories of products where humour works less well?

Humour works best with products that are used in social situations. You link the idea of staying together with the idea of staying together happily. However, this happens most with low-feeling products, such as water, soap, deodorants. For more expensive products, the motivation for purchasing needs to be present, so the quality of the manufacturing or other qualities that justify the cost need to be presented in the commercial.

Who should a company hire to end up having a funny commercial?

Well, usually, an any agency can rarely create a funny commercial. But if you go to an author, probably he or she does not know how marketing works. Also, if it does work, it could backfire. That is why, a brand should go to an advertising agency, but one that can prove that it is very well aware of the brand’s personality. This is not easy, because humour is relative. If the marketing team likes it, your target could like it but this is not always true of the public. Subjective perceptions are always difficult to overcome.

What is the funniest Romanian commercial you saw recently?

It is a commercial for paint. It is not necessarily the best one, but it did make me laugh. I like it because humour can open a discussion. According to traditional views, the woman should stay at home and cook. So this kind of script opens up the discussion on what a traditional family is, and the brands are a part of this discussion. Humour can open minds. Humour will not save the world, but it is heavily underestimated.