Key Ingredients of an Automotive Spot, Part I: Should it Be Funny or Serious?

Automotive adverting can be found almost anywhere. You hear ads on the radio and see them on TV, online and even on billboards. The goal, of course, is to leave a lasting, positive impression upon the audience so they want to know more about your store and its vehicles/services. To do that, many decisions must be made concerning your advertising. Over the next several blogs, we’ll be looking at some of the most important elements that go into the production of an automotive advertisement.

In this post, we’ll be discussing whether your advertisement should be funny or serious, and which one is right for your particular situation.

Option One: Funny
Some dealers are firm believers in creating fun, light-hearted advertisements, taking advantage of humor’s ability to bring about an emotional connection with their audience (audio only, visual only or both). Through the use of humor, automobile dealers can create a hard-to-forget experience that sticks in the mind of the audience even after the commercial has ended.

Because the average consumer is bombarded with advertisement on a regular, day-in-and-day-out basis, a funny commercial effectively cuts through the proverbial clutter and helps the dealer stand out amidst a sea of competitors. The use of humor can increase the likelihood of brand recall, and it also helps showcase the dealership’s personality and values.

Option Two: Serious
Other dealers choose to avoid humor, instead opting to present factual information in a serious manner in an effort to establish credibility and build trust. They would rather appeal to the practical side of the audience by highlighting the key features and benefits of their vehicles, as well as the “hook” that makes them want to buy that specific model.

In addition, if a dealership has an already-established reputation for being serious and ultra-professional, a humorous commercial could be a detriment to their store’s image.

Which One Should You Choose?
The truth is, it depends on the dealership. Humor is engaging but not always appropriate. Serious elicits feelings of trust but sometimes seems a little stuffy in certain situations. Ultimately, the choice between funny and serious comes down to your view of what the dealership’s identity and message should be when presented to the target audience. When you fully understand the positives and negatives of each approach, you’ll be well on your way to creating advertisements that capture and retain interest.

If you have questions about which is best, give us a call today at (321) 397-0777 and we’ll help you make the best decision for you and your dealership.
Next time, we’ll take another look at another important ingredient of an automotive advertisement.

JKR Automotive Advertising: We Move Cars.