David Juul Ledstrup

Jul 15, 2024 | mediacatmagazine.co.uk | Paddy Gilmore |Mark Byrne |Emily Fairhead-Keen |David Juul Ledstrup

Using humour in advertising doesn’t just make people laugh or smile. It can be a critical tool in getting brands that much-needed asset — fame. It does this subtly but effectively, using a technique that’s been used for years by global brands such as Škoda, McDonald’s and IKEA. Humour often functions by playing with a commonly-held view or fact. Take this joke: Did you hear about the cargo ship carrying yo-yos? It sank 44 times.

Mar 21, 2024 | mediacatmagazine.co.uk | Harry Kinnear |Mark Byrne |Hande Yaşargil |David Juul Ledstrup

If luxury lives in the realm exclusivity, and humour lives in a world of shared understanding of the expected, it follows that they are not particularly natural bedfellows. But this hasn’t stopped an increase in the use of humour and play as a reference point in the luxury sector, particularly in luxury fashion, where anime red boots and giant lion head broaches reign supreme.

Mar 13, 2024 | mediacatmagazine.co.uk | Ben Kay |Duncan Bell |David Juul Ledstrup |Mike Chivers

Picture the scene: it’s 2003 and eight Creative Directors are sitting in a windowless basement room somewhere in Cannes. They have agreed to spend three days there, judging all the commercials that have been entered that year. Outside, the sun is shining, and many of their colleagues are now several bottles of rosé into a very long lunch. Those creative directors have taken on this task for the honour and prestige, but by day two they are starting to lose the will to live.

Mar 11, 2024 | mediacatmagazine.co.uk | Emily Fairhead-Keen |Mike Piggott |Richard Shotton |David Juul Ledstrup

With our March theme of humour we thought we should ask our network whether they think marketers have lost touch with comedy. And if so, where has their sense of humour gone? How do they get it back? No, not all of us have forgotten how to be funny! There was a dark period where we forgot to be funny and got way too serious, but luckily, I think we’re emerging from the ‘pious’ marketing era. We paid our penance, and besides, no-one wants to be miserable anymore.

Mar 7, 2024 | mediacatmagazine.co.uk | Jenni Romaniuk |Faris Yakob |Richard Shotton |David Juul Ledstrup

I can’t tell a joke. I love jokes, but I can never remember them well enough repeat without screwing ins one way. One of my favourite jokes in a beer ad*. I never remember the brand, just that it has ‘beer’ ‘dog’ and ‘a man pretending to be blind’. We like to laugh and some brands make us laugh in advertising. So why don’t we mentally reward brands that makes us laugh? Its because when what is memorable is unrelated to buying, so is advertising’s effect.