Humorous commercials- New promotional strategy

Humorous commercial have increased a lot among the companies inorder to get the customer attention. Studies say that humorous commercials increase  brand recall among the consumers. Say, for an example , PepsiCo's new 7 up add , where a person dances in front of the person who feels low and exhausted and gives a quote "feel Up". The cockroach killer HIT , where a couple tries to save a cockroach so that it would go and kill other cockroaches in home. Even the snickers commercial where a person turns into an actress because he is hungry and gets back to normal after having a bite. So, its seriously interesting tat people remember the ads which involve emotions and humour.

If humour is used in a right way, sure the companies can attract the customers and also it can increase brand recall. But , if there is a overdosage of humour , there are chance where customers can recall the commercial but not the brand.