We said it already. The future of creative industry is entertainment.

So much for boring ads that try to convince you that you need a yogurt or a fridge.
Now more than ever brands must be remembered for their ability to engage people  and tell stories.

It’s called FUNVERTISING. Your brand needs this.
And people need it too.
Can’t you sense that feeling of relief that spreads all over when a moment of serious entertainment breaks through the boring meaningless ads?

You have to consider funvertisign.
And here are the 3 laws to go for it!
 

1) STOP TALKING ABOUT YOURSELF. YOU ARE NOT INTERESTING. PEOPLE ARE. 

For odd this may seem, advertising is not about your brand or your product anymore.
The story you are going to tell is about people.
It has to be about their life, their faces, their social sphere.
Get it and put it in your mind: the more you blab about how cool and necessary you are the more people zap you or click you away. Talk about people.
Try to be a mirror of their 2012 life and you will succeed. Keep worrying about how to convey brand assets in a 30 seconds ad and you will most probably fail. 

 2) FORGET REPETITION. UNLESS YOU REPEAT SOMETHING INTERESTING (SEE RULE #1)

You might think that repetition is still a good way to plant a seed in consumers’ mind that will drive them to the store and get them to buy your product.
Keep on repeating that your brand is cool, setting up a pathetic theatre where actors simulate a story that’s glaringly fake and smash it against people every minute can harm your brand/product much more than you think.

And this is even more true when it comes to web ads, preroll, sponsored videos and all of this stuff.
Bothering people with ugly messages is the worst you can do. 
Keep on entertaining them with behavioral advertising online that are contextualized in their web browsing is the best. 


3) DARE TO MAKE FUN OF YOUR BRAND

In case you just thought that entertaining your customers meant to preserve your brand from being part of the story in a non-conservative way, well you are wrong.
We said you should talk about people and mirror their experience in real life of 2012.
But if you can’t resist the urge of talking about yourself, please dare to make fun of our brand or product.
This will add a twist to your communication and enlighten a new path for your brand.

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Of course there are more things to consider. But those will come later.
In the meantime make up your mind and go for funvertising!