I was reading one of my favorite new bloggers today (check her out, ya’ll: AdverGirl ) and she referenced a really great video by Toyota. Go figure. Now, AdverGirl was using this video to support what she sees as a bunch of 40-somethings taking over the social mediasphere, but to me it illustrates the power of a very under utilized emotion. Humor.
Once you get off the youtube channel and into more mainstream advertising, and particularly when you enter the realm of marketing to women, humor is woefully overlooked in most brand’s tool boxes. Sad really, since women really crave it. (Poll 10 women at random and ask them what they look for in the perfect man. I guarantee you humor will make the top 3.)
Did you know a different part of the the female brain lights up when she laughs? Actually, up to nine different parts activate according to MRI studies cited in THE FEMALE BRAIN. Compare that to only one or two sections that engage when a man has the same emotion. Why should you care about this as a marketer? All those connections increase your chance of being remembered. And since women store memories as emotions, why not be associated with a smile? We could all use some more of that.