At first glance, Richard Kirshenbaum ? co-chairman of Kirshenbaum Bond & Partners ? is not my kind of guy.
He dresses too cool, has long hair, and runs a trendy NYC ad agency focusing on branding. Yuch!
So I was pleasantly surprised when, in an interview with Psychology Today (4/05, p. 34), he had this to day about humor in advertising:
?Humorous ads are troubling because you have to create a link to the product and its benefit. Often, people remember a funny ad but they don?t remember the product.?
I now have a growing admiration for Richard, and think his assessment is spot on ? really clever or funny ads become memorable as ads, but often do squat for product sales.
What do you think?