Ironic Marketing Humor

You just can’t decide if it is cool to like or dislike.
In this anti-anti-cool, counter-counter-culture or be-rich-but-appear-poor:
it is the ironic marketing humor.

This online video adopts an ironic way to deal with product placement and it turns out to be a viral video in China. Users enjoy it and cannot stop sharing it.


Home Aegis is an innovative brand of cleaning products based in Shanghai, China. Their core products are washer tank cleaners and air conditioning disinfectant. The products aim to solve family’s slot pollution of washing machine and heat sink pollution of air conditioning. We as consumers seldom take the initiative to concern those kinds of products. When we think about disinfectant, large and even boring information like chemical composition pops up in our mind. The company has the challenge to put effort to educate customers, stimulate the demands and let consumers take the initiative to accept and spread it.

The opposite way of product placement

Home Aegis takes advantage of the current social media trends, communicate with consumers in a form to lead great attention. The effect is consumers not only take the initiative to accept the product information but also become spreaders. More and more consumers are already tired of product placement. Home Aegis adopts in an opposite way, clumsily tell consumers “It is an advertising” and mock the cliché about roaring, elopement and love triangle. People love to be entertained. The commercials of cleaning products used to be made up with perfect family and full of clean performance. Audiences do not have the desire watching again. As a result, this irony video gets a great deal of support from the users. It is definitely one of the most talked online videos this year and even attracted many advertisers to imitate.

[Call to Action!]

From the textbook, I learn that humor in advertising is a delicate method of attracting a viewer’s attention to the client’s product. Doing so requires a little a-ha! moment. However, due to some cultural differences, humor is not an easy method to apply in Asia. Based on previous working experience at an agency, I want to explore the persuasive process from the production side. I met some proposal meeting when the creative director says, “Maybe we should try a humorous approach.” The look in a client’s eyes shows that ” There’s nothing funny about our business.” As a professional or people just interested to share, have you ever deal with the persuasive process to adopt the innovative advertisement of humor or irony? Welcome your sharing!

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One Response to Ironic Marketing Humor

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