Any tips on selling fun/silly/zany ideas? Is there a particular way to set it up so your internal team/client is more reciprocal to the idea?

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Make em laugh n feel it

likefunny

Anchor it on strategy. If it isn't on strategy, it becomes very easy to kill.

Present it well. Make them laugh. Then, if they get hesitant, remind them how they laughed when they first heard it and tell them that's how the general republic will react, too.
"If we can make jaded brand managers laugh, or react positively, imagine how the normal citizen who thinks budweiser horse ads are good will react"

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Make sure you have a solid rationale as to why it makes sense to whatever the client wants to say in the brief.

likehelpful

Show don't tell.

smart

When you present it, make the deck itself funny. Make them laugh, don’t overexplain why it’s funny. Make sure it still leads you back to the brand’s core ideas and isn’t just a random thing for the sake of being random.

Everyone has a slightly different sense of humor. Tailor the humor to the client.

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Laugh a lot

helpful

This. But make sure u laugh at them, not with them—gotta flex ur creative alpha lordship to get them to submit

helpfulfunny

I once presented a script so ridiculous I was laugh-crying my whole way through it. I basically had to pantomime the action cause I couldn’t speak without laughing. They bought it right away.

My art director would also sneak members of the creative/account team into comps. If they can laugh at you being ridiculous they’ll see how everyone will laugh at actors being ridiculous.

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Humor is so subjective. Helps to know what your client finds funny and what your audience finds funny (have your planner ask the media agency which comedy shows overindex with your target audience). Then you gotta be able to write it and make it funny in the room.

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