• What is Copywriting?
    • Why Copywriting is One of the Most Enjoyable, Flexible Careers
    • Answers to Your Top Questions About Copywriting
  • Blog
    • Most Popular
    • Mindset & Professional Development
    • Portfolio
    • Business Development
    • Book Recommendations
    • Pitching
    • Copywriting Tips
    • Terms to Know
  • Podcast
    • Latest Episodes
    • Top Episodes for New Copywriters
    • Student Stories
  • Copywriting Course
    • Learn About the Comprehensive Copywriting Academy
    • CCA Student Sign In
    • CCA Next Level
  • CCA Reviews
    • CCA Student Wins
    • Videos: CCA Student Reviews
  • Store
  • About Us
    • About Us
    • About Nicki Krawczyk
  • Contact Us

Filthy Rich Writer

Tips, tools, & training for new and aspiring copywriters.

Tips, Tools and Training for New and Aspiring Copywriters

  • What does “Filthy Rich” mean? It means having a job you love, being good at what you do…and making great money doing it!

Copywriting Q&A: How to Write Humor

By Nicki Krawczyk 4 Comments

How to Write Funny Copy
Some of the most memorable ads are the funniest ones, but how did the writer (and designer/videographer) get to that point? How did they take a creative brief and turn it into something that makes you smile—if not laugh out loud? Well, that’s exactly what we’re delving into today. Read on…

Today’s question is from Ascher H. who asks, “So many of the best ads I see are really funny. I’m worried that I won’t be able to write stuff that’s that good. Do you have any ideas about how I can up my humor game?”

First, I want to make an important point. Similar to our previous post about creativity, you don’t need to be funny to be a successful copywriter. Many companies aren’t looking for humor in their copy—in fact, many more than those that are looking for humor.

Instead, companies are looking for writers who can craft benefit-driven copy that resonates with their target audiences and drives the companies’ goals ahead. If you don’t consider yourself funny but want to be a copywriter, you’re in luck: You have the potential for a lucrative career ahead of you.

Now, on the other hand, if you do want to write funny copy, there are a few principles to follow. And when I say “funny copy,” by the way, I meant truly funny copy: the kind that people actually recognize as being clever and enjoyable, not the ads that are trying to be funny, but fail miserably. I also don’t mean the absurdist ad campaigns that try to be entertaining by being entirely bizarre and ridiculous. (I’m talking to you, Skittles.)

Earn a Great Living as a Writer

The most common denominator for the most successful funny ads is actually a fairly simple concept: They point out the absurdity in real life through common, and relatable situations or perceptions. Sometimes those situations or perceptions might be turned on their ear, but the element of an absurd or relatable issue in real life remains.

Here’s a prime example in Samsung’s “Texts from Mom” commercial:

https://youtu.be/e7D5KvoXwRg

This ad takes the common idea that our Moms don’t know how to text, but they text nonetheless and make countless mistakes. What makes this so funny is that, even if you haven’t personally experienced getting a “bad” text from your mother, you can easily appreciate the situation.

Remember the Bud Light “Real Men of Genius” campaign? It was all about signing power ballads about the absurd things men really do on their nights out — and they hit home so well, they were hilarious.

Two of the most literal examples of simply pointing out what happens in real life are the “Ship My Pants” campaign from Kmart and the “Half Fast” campaign from Verizon.

Now, does this rule hold for every funny ad? Of course not—but it sure holds for the majority of them. When you’re tasked with writing a funny ad, the first thing to do is to identify what actually happens in real life that relates to the product or service you’re trying to sell. Explore everything that happens with, without, and around your product/service and industry. Chances are there are treasure troves of humor just waiting to be discovered.

Your turn! What are your favorite funny ads? Do they hold to the making fun of real life/making fun of perceptions rule? Let us know in the comments below!

Writing copy? Here are more tips:

Copywriting Q&A: How to Write a Great “About Us” Page
Copywriting Q&A: How to Write Effectively for Non-Profits
Copywriting Q&A: 5 Ways Super-Productive Copywriters Start Their Days
Copywriting Q&A: 6 Habits of Successful Copywriters
Copywriting Q&A: 3 Books Every Copywriter Must Read

Last Updated on December 19, 2022

Filed Under: Copywriting Tips, Mindset & Professional Development

Interested in Copywriting? Get our Free Video Training!

Plus, get on the list for updates, freebies, and more :) 



About Nicki Krawczyk

Nicki is a copywriter, copy coach and the founder of Filthy Rich Writer. She's been writing copy for more than 20 years.

Comments

  1. Nina Goodwine says

    July 27, 2015 at 3:20 pm

    Thanks for the advice, Nicki! I like Ally Bank’s Facts of Life ads, especially the grocery shopping one. And I agree with you that Skittles’ ads are just silly. Forced humor is never fun to watch (or read).

    Reply
    • Nicki Krawczyk says

      July 30, 2015 at 4:42 pm

      Hi Nina,

      I like those, too! And yeah, those Skittles ads can be…interesting to watch, but they aren’t especially funny. There was a period of time when “absurd for absurdity’s sake” was groundbreaking, but now it’s just ho-hum.

      Thanks for commenting!
      Nicki

      Reply
  2. Katria says

    July 28, 2015 at 10:31 pm

    I love the Maytag commercials! https://m.youtube.com/watch?v=YqxohS5uYMw I guess that’s real life…if your appliances where human 🙂

    Reply
    • Nicki Krawczyk says

      July 30, 2015 at 4:41 pm

      Hi Katria,

      I like those, too! They’re a really clever way of showing how hard those appliances work. 🙂

      Thanks for commenting!
      Nicki

      Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

Click here to subscribe

Break Into Copywriting

Sign up to get our FREE video training, special resources, and more!



Click here to subscribe

Comprehensive Copywriting Academy

Join the copywriting training program that's helping people just like you build successful copywriting careers!

Comprehensive Copywriting Academy from Filthy Rich Writer

Portfolio Tips

3 Copywriter Portfolio Examples That Wow Clients
Do You Need to List Your Copywriting Services on Your Portfolio Site?
Should I Put Prices on My Website? What Copywriters Need to Know

Orange square with text reading award winning designs and free domains Squarespace
View our Affiliate Link Disclosure here

Recent Articles

Freelance Copywriter Benefits: How to Build Your Own Benefits Package
5 Books to Read Written by Copywriters
How to Give Copywriting Feedback
Setting Boundaries as a Copywriter
Self Edit Your Copywriting: Why It’s a Must & How to Do It
  • Facebook
  • YouTube
  • LinkedIn
  • Pinterest

Copyright © 2023 Filthy Rich Writer | About Us | Terms of Service | Privacy Policy| Business Affiliates