It's not that deep
Everyone wants to be irreverent until the silly comes out
I’ve been asked to mimic the voice of too many cool-girl, don’t-care, shop-if-you-want brands. People assume customers are drawn towards brands that give the impression that they’re over sounding commercial.
Why did we start being afraid to be approachable? What’s the use of leaning against the advertising brick wall in a leather jacket, toothpick in mouth, peacocking to the consumer?
Few times are we confronted with marketing that truly evokes the human feeling of not giving a single eff: the art of being silly.
The tone of voice is unsophisticated; it comes with raised eyebrows, a smirk, head tilt, and shrugged shoulders. It’s an ad that plays with you—and wants you on their team.
Whether you like it or not, this is not taking yourself too seriously. And it works. It’s hearing your dad’s dumb joke for the 3rd time and coming to terms with the fact that it actually is funny.
Most importantly, it makes you feel a little smarter than the company that wrote it.
And isn’t that what we all want? To put a smile of the faces of people we yearn to impress.
Maybe silly is the ultimate inferiority complex. And maybe it’s not that deep at all.
