My partners and I are brainstorming on the kind of TV/radio campaign we want to put out there. Our company basically renovates old warehouses and work spaces, and provides janitorial services. Some of us want a very dry, just-the facts-mam campaign. I think we should take a humorous approach, because I think it catches on better, giving a campaign more bang.
I point to a few examples, where a dry subject can be advertised in a humorous way. 1800 Dentist has been using these TV ads—improv dialogues on an elevator: http://www.youtube.com/user/1800DENTIST
They're funny, poking fun at our natural fear of dentists.
Or, our phone system that we use has a viral campaign using Gary Busey, which I think is effective because his off-color craziness is engaging: http://www.youtube.com/user/garybuseyonbusiness?ob=1
I've pointed to these examples, and the concern is that in using humor, we might not be taken seriously. My concern is that dry, straight talk might not make an impression at all. I'd love to hear what other small business owners prefer when representing themselves through an ad campaign.