Amidst an industry where Artificial Intelligence is flourishing to uncover insights, Pablo Sommer, the leader of MRM Chile and Regional Vice President of Graphene, shared his vision during the conclusion of the El Ojo de Iberoamérica Festival with the talk “The synergy of humor, commerce, and advertising.”
His primary mission was to highlight how humor in the world of Creative Commerce could be the master key to genuinely connect brands with their followers. Pablo emphasized how this can transform memorable experiences that are simultaneously beneficial for brands.
To kick off his speech, Pablo dropped a bombshell: “Comedians should be the highest-paid individuals in the world.” A witty reflection! He reviewed global data, noticing that the top 10 campaigns did not use humor. According to him, this makes brands predictable and loses their spark.
Discussing the growing consumer demand to avoid interruptions, he cited an Oracle study: 95% of people want entertaining brands, and 80% would happily purchase their products. Despite this, many brands still fear being canceled and focus on other purposes.
Another intriguing fact is that almost half of the people do not feel a connection with brands. This is where Pablo stressed the role of humor in breaking barriers and creating spaces for audiences to relax and connect more authentically.
Continuing on his train of thought, he posed a provocative question: “Why use humor in advertising?” He himself answered that it’s for business, arguing that humor surpasses even music, influencer messages, and entertainment creation in connecting with consumers.
To end on a high note, Pablo summarized the vital importance of humor in advertising, urging advertisers to adopt this brave strategy to boost sales. According to him, embracing humor could land us among the highest-paid individuals in the world!