As alluded to in this week’s earlier post, Lessons in Branding from the London Games, self deprecation is a pretty easy way to endear yourself to fans and customers. It shows that your company has a solid sense of humor and makes your brand more personable and easier to relate to.
Take two Olympic gold medalists (Russell Westbrook and James Harden), add a dash of absurd, self-effacing humor and you’ve got yourself quite the ad. Because most sport-related television spots look like some kind of collaboration between H.R. Giger, Hanz Zimmer and Oliver Stone, videos like the one below get a lot of credit for their originality and wit.
Not highbrow by any means, the deadpan absurdity on display here is just the type of fun dynamic that gives commercials like this high virality and shareability.