eBook describing how humor, astonishment, heartfelt moments, performances, participation and concept imagery boost the engagement of audiences. The eBook was derived from a study of 2170 high performing commercials recast on YouTube.

1. A PUBLICATION OF SOCIAL CONTENT MARKETING
15 WAYS TO CREATE
ENTERTAINING
SOCIAL VIDEOSPROVEN TECHNIQUES FROM SUCCESSFUL TV COMMERCIALS

2. Introduction……………………………………………… 3
Humorous Entertainment …………………….….. 6
Comic Wit……………………………………………………..……7
Disparagement………….............………………………… 16
Released Repression…………………….……………….…24
Sentimental Humor…………………………….……..….…30
Non-Humorous Entertainment ……………….. 34
Performances…………………………………………..……….35
Astonishment…………………….……………….…….….…..38
Heartfelt Moments…………………………….……..………40
Participation….………………….……………….………..……42
Concept Imagery…………………………….……..….…..….45
Summary of Entertainment Devices………… 48
Empirical Findings ………………………….…….… 50
Concluding Points………………………….…….… 51
TABLE OF CONTENTS
2

3. INTRODUCTION
FROM COMMERCIALS
TO SOCIAL VIDEOS
3

4. Edutainment
Brands Must Inform or Entertain1
Few would debate that the rapid rise of content marketing has made marketers rethink their
approach to communicating. Marketers are quickly discovering that their targeted audiences are
turned off by promotional selling until they are ready to buy. Instead, they want us to solve their
problems or feed their passions. And many want to have fun in the process.
From Promoting to Edutainment
In response, marketers are toning down their marketing messages in favor of edutainment.
Some have met this demand with a “journalistic” style of communications that focuses on
education. “How to” videos, for example, are quickly replacing ads. But there is more. You had
better be funny or entertaining in some way if you want your content to gain any traction.
Content marketing strategist, Joe Pulizzi, points out that the best way to build a following is
through an emotional connection. And a great way to produce this connection is through
entertainment. In his interview with Kirk Cheyfitz, CEO of Story Worldwide, Cheyfitz claimed
that brands best create this connection when they are telling engaging stories. (Pulizza, p. 7).1
What We Can Learn From Commercials
Want proof? Our study of over 3351 television commercials recast on YouTube found that over
95% of those social videos reaching over 50,000 views were entertaining in some way.2 The
remaining 5% were informational. And most of them applied to major launches of luxury cars or
new electronics.
Consider the infamous case of Blendtec, where its founder, Tom Dickson, produced a series of
videos that grossly exaggerating his product’s performance. The entertaining videos have
garnered nearly 200 million views on YouTube!
.
Anyone who tries to make a
distinction between education
and entertainment doesn’t know
the first thing about either..
- HERBERT MARSHALL MCLUHAN
Renown philosophy of communication theory
”
“
Blentec’s “Will it Blend” Videos
1 Pulizzi, Joe. Epic Content Marketing. (McGraw Hill Education, 2013). Page 7.
2 Barry, James and Graça, Sandra (2013). A Cross-Cultural Typology of Advertising Humor. 2013 Cross Cultural
Research Conference. Antigua, Guatemala.
4

5. Virgin Atlantic took this a step further by educating their audience through entertainment. The
airline elected to provide an entertaining customer experience in its flight safety instructions
(Safety Video). The safety video has received over 6 million views.
Tested Techniques for Viral Videos
But despite the results favoring a entertaining
approach to content marketing, many of us are still
reluctant to take this route. After all, what if our
attempts at having fun simply fall flat or fail to
engage our audiences in a professional way. What’s
more, who has the budget to pull off Virgin
Atlantic’s Safety Video?
In this eBook, you will discover fifteen tested ways to entertain your audiences, many of which
do not require deep pockets. Over 600 sample commercials are featured in our blogs (Social
Content Marketing Blog) to demonstrate how brands reached viral stats in their social videos.
Top 15 Ways Entertainment Contributes to Viral Videos
(click link for blog and sample video)
1. Exaggeration
2. Astonishment
3. Putdowns
4. Perceptual Displacement
5. Heartfelt Moments
6. Surprise Twist
7. Irony
8. Unruliness
9. Social Order Deviancy
10. Performances
11. Malicious Joy
12. Sentimental Humor
13. Concept Imagery
14. Awkwardness
15. Participation
Virgin Atlantic Safety Video
5

6. COMIC WIT
EXAGGERATION, IRONY
AND SURPRISE
6

7. Comic Wit
Exaggeration
Comic wit is one of the most popular techniques used in entertainment to attract and engage
audiences. Of the top viral videos we examined in this category, the most viewed YouTube
videos were based on some sort of conceptual discord. In other words, we recognize something
as ”out of sorts.”
Representing a third of high performing social videos, the techniques stems from the
Incongruity Theory of Humor. This incongruity can be created with:
 Hyperbole
 Irony
 Surprise twists
 Perceptual discords
“Over-the-Top” exaggeration, in particular, weighs in at NUMBER ONE among all entertainment
techniques used in viral YouTube videos.
4 Ways to Boost Viral Video Stats with “Over-the-Top” Exaggeration
Exaggeration plays on many of our senses. We recognize it mentally and emotionally. Of the top
viral videos we examined in this category, the most viewed YouTube videos were based on some
sort of conceptual discord. In other words, we recognize something as over the top. The other
YouTube videos were based on aberrant behaviors or visual anomalies as explained further.
In general, most viral videos featuring exaggeration fall under the following categories:
 Exaggerated Outcomes
 Over-reactive Behaviors
 Exaggerated Qualities
 Understatements
7
Visual
Anomalies
Aberrant
Behaviors
Exaggerated
Outcomes Understatement
Exaggerated
Qualities Overreactions
Exaggerated
Results
Unrattled by
Danger
Exaggerated Body
Reactions
Taking Extreme
Measures
Exaggerated
Response
Exaggerated
Simplicity
Supernatural
Performance
Awestruck
Exaggerated
Nightmare
Reactions
Exaggerated
Concealment
Incredible Allure Over Intense
Exaggerated
Stories
Profound Grasp
of the Obvious
Speed & Scale
Distortion
Over Heroic
Conceptual Discord
Comic Devices Used in “Over-the-Top” Exaggeration

8. Hyperbole
Exaggerated Outcomes
As a conceptual discord, we laugh when we witness over-the-top demos and storytelling. This
theatrical shift from what we see as normal is often played out in the aftermath of nightmares as
well. And by adding a dramatic effect to our storylines, exaggerated dreams can also evoke our
emotions like the infamous scene of Dorothy describing Oz when she awakes in Kansas.
Dorothy’s Family Laughing at Oz NightmareDickson Shows Exaggerated Results of a
Blended iPad
8
Gatorade capitalized on this technique when featuring Dwyane Wade and Kevin Durant in
nightmares of each other that lead to ridiculous responses.
Over-reactive Behaviors
Our second technique used in exaggeration taps into our emotional response to ridiculous
behaviors. In this case, we laugh at how others take such extremes to make their point. Forceful
demonstrations are often loaded with intensity so that we can appreciate the peculiar nature of
others.
Some of the top viral videos in our study showed scenes of extreme naiveté or protectionism
where we shamefully find ourselves or close ones exhibiting these same fanatic behaviors. The
laughter in this case has much to do with pointing out our own quirks as overprotective Dads,
star struck admirers or wired up Type A’s.
Exaggerated Qualities
Check out some of these top viral videos that feature the visual side of exaggeration. Seeing the
visual anomaly, our brains often ask: “can that really be true?” Some of the most popular comic
devices used in this form of wit include the display of supernatural performances, motion
distortion, exaggerated body reactions and incredible allure.

9. But the key to using this humor technique is making it evident that the object of exaggeration is
beyond the realms of possibility. For example, Aaron Rodgers throwing an 80 yard pass would
amaze us; but LeBron James making a full court buzzer beater from the top of the stands would
make us laugh.
9
Understatement
We also laugh at the other extreme. Consider this photo
warning us of wet floors. Really? This popular form of
comic wit is known as an “understatement.” We can see
why we laugh at a profound grasp of the obvious or
feeling underwhelmed.
The same applies to YouTube video scenes of characters
oblivious to surrounding danger. Coca Cola, for example,
features a sleepwalker unshaken by jungle danger in
their 2010 super bowl commercial.Example of Understatement
What Makes Exaggeration so Popular?
The use of exaggeration dates back centuries as a comic device and popular figure of speech
known as hyperbole. Consistent with the theory of incongruity, it suggests laughter results from
seeing things out of sorts.
Using exaggeration can be a safe choice to consider for your viral video theme for the following
reasons:
1. It rarely offends any particular audience
2. It can be easily grasped visually, emotionally or cognitively
3. It can be easily produced in low budget settings (e.g., check out BlendTec’s 200M+ view
channel success with a purported budget < $10K

10. Comic Wit
Perceptual Discord
Perceptual discords cause us to laugh as we witness or experience something out of touch.
Stemming from the Theory of Incongruity, this concept entertains us by contrasting what we see
with what is routinely expected. Mentally, we are asking ourselves: “…Did I see that
correctly?..”
This perceptual discord can be realized in the form of visual anomalies (e.g., distortions or
impersonations), aberrant behaviors (eccentricity) or conceptual incongruities (e.g., nonsense
or unusual settings). In each case, we detect a mismatch with common perceptions.
In general, most viral videos featuring perceptual discords fall under the following four
categories:
 Odd Behaviors
 Context Misrepresentation
 Bizarre Substitutions
 Nonsense
10
Odd
Behaviors
Misrepresented
Context
Bizarre
Substitutions
Nonsense
Performing/
Talking Babies
Illustrated Idioms
Object
Replacement
Dim-witted
Animal
Willpower
Humanized Depiction Sound Imitations Baffling Dialog
Multiple
Personalities
Unusual Setting Animal Substitution Irrelevance
Foolishness Unconventional Routine
Object
Anthropomorphism
Confusing
Response
Comic Devices Used in Perceptual Discords
Odd Behaviors
In the case of odd behaviors, we often laugh at the innocence of children or animals acting as
adult humans. Witnessing the character contrast, our laughter is created by a harmless cognitive
shift where we often imagine an underdog putting others in their place.
This was a common form of comedy in the 1960’s. Many laughed when Uncle Joe of Petticoat
Junction was beaten in checkers by his dog. Similarly, Mister Ed featured a horse who could talk.

11. The owner, Wilbur, was portrayed as a big klutz who inadvertently caused harm around him.
Recognizing Mr. Ed’s animal inferiority, we likely laughed at the wiser choice made by the horse.
Throughout the last decade, this concept has
been played out with over-performances.
Consider the babies in E-Trade and Evian that
pose as adults. Several viral videos also feature
animals going the extra mile to motivate
themselves or their masters.
Check out this Nolan Cheddar video where a
mouse driven by “Eye of the Tiger” musters up
the energy to escape its trap.
11
Mr. Ed, the Talking Horse
Context Misrepresentation
Our second technique used in perceptual discords relates to our visualizing objects or scenes
taken out of context. Some of the top viral videos in our study showed unconventional routines
or unusual settings surrounding the highlighted activity.
In other cases, the viral videos make us laugh when we imagine a literal interpretation of idioms
or the human depiction of abstract concepts. In each of these cases, the attempt at humor is
based on audience detection of a mismatch with what their minds see as a common practice.
Bizarre Substitutes
A concept similar to misrepresentation involves the substitution of animals or objects with a
bizarre alternative. One popular technique includes anthropomorphism, where human
attributes are ascribed to abstractions. Allstate used this form of humor to depict the concept
of “mayhem” through the careless habits of an unruly actor who exemplified the dire
consequences of poor insurance coverage.
Some viral YouTube videos portray scenes of animal substitutes such as that found in the
herding of cats, performing bulls and squirrels substituted for running bulls. Like sound
imitations, these bizarre substitutes allow our imaginations to vicariously live through the
substitute actor.
Nonsense
Our final comic device used in perceptual
discord relates to nonsense. As a cognitive
exercise, this form of humor makes us
logically see something off kilter. Humor in
this case arises out of our confusion with
the relevance or choices made by the actor.
Upon witnessing their naiveté or imbecile
nature, we then laugh at blaming the
confusion on the actor’s ineptness or empty
dialogs.

12. Comic Wit
Surprise Twist
Surprise twists cause us to laugh as we witness or experience a change in course. Stemming
from the Theory of Incongruity, this concept entertains us through a distracting segue. Mentally,
we are asking ourselves: “…Where did this come from?..”
This surprise twist can be realized in the form of visual anomalies (e.g., sudden appearances,
changes or revelations) or conceptual incongruities (e.g., storyline twists or unexpected
responses). In each case, we detect a mismatch with what we expect to occur next.
In general, most viral videos featuring surprise twists fall under the following four categories:
 Plot Trickery
 Conceptual Surprise
 Transformation
 Visual Surprise
12
Comic Devices Used in Surprise Twists
Conceptual Surprise
Think of this as stopping in our tracks when a scene or statement suggests that something is off
track. Research suggests that we laugh when our minds anticipate a certain outcome, only to be
tricked at the end with a wrong or uneventful answer.
This concept is not new. Years ago, Wendy’s conducted a comical test taste of their hamburgers.
In their famous 1989 commercial featuring a trucker, the participant was asked to choose from a
delicious looking hamburger A or a nasty looking hamburger B. The trucker unexpectedly picked
hamburger B. This unexpected twist would be followed with comments like: “…I’m a trucker, I
could be eating this baby in Shaky Town and still tasting it in Salt Lake…”
Conceptual
Surprises
Plot
Trickery
Transformation
Visual
Surprise
Wrong Answer Storyline Twist Age Transformation
Surprise
Revelation
Uneventful
Conclusion
Fantasy Turned
Reality
Magic
Creature
Appearance
Absurd Chain
Reaction
Twist of Fate Body Switch Wishful Thinking

13. Plot Trickery
A very successful method of stealing your attention
is for the producer to take you down a subliminal
storyline that ends in an unexpected twist . i.e., Just
when you are drifting off to a predictable plot, the
story takes an interesting turn. In his suspense
grabbing films, Alfred Hitchcock was notorious for
plot trickery. Many of his endings were totally
unsuspected.
This unanticipated change in events works well in
stories of twisted fate as well as in fantasies where
the dreamer wakes up to a lackluster reality.
13
Alfred Hitchcock, Plot Trick
Extraordinaire
Transformation
Snickers does this very effectively in their transforming of
cranky actors (e.g., Betty White, Roseanne Barr, Aretha
Franklyn, Don Rickles and Joe Pesci) into younger folks
ready to return to action after eating a Snickers bar. In
these cases, the transformation itself serves as an
unexpected twist that suggests we have been duped.
Visual Surprise
A related concept to transformation is visual surprise. In
this case, we are introduced to the sudden arrival of a
new character (e.g., alien creature) or an unexpected
object. Advertisers like Dodge and Volvic use these
techniques in their displays of wishful thinking.
Others like Nationwide shock their audiences with a
surprise ugly substitute as when the fantasized Fabio
turns into a wrinkled old man.
Fantasized Fabio Surprise Ugly Substitute

14. Comic Wit
Irony
Irony, much like that of any perceptual discord, is characterized by a contrast, between
expectations and reality. Rooted in the Theory of Incongruity, irony makes us laugh by showing
the opposite or undesired intentions of someone’s actions. Mentally, we are saying to ourselves:
“…I did not see that coming…”
Irony can be realized in the form of visual anomalies (e.g., unusual pairing, wrong personas and
temperaments, hypocritical behaviors) or conceptual incongruities (e.g., wild coincidences,
misunderstandings or something scripted out of place). In each case, we detect a mismatch with
what we expect to see.
In general, most viral videos featuring irony fall under the following four categories:
 Visual Irony
 Ironic Temperament
 Ironic Persona
 Situational Irony
14
Comic Devices Used in Irony
Visual Irony
Visual irony refers to the use of two or more images
that don’t belong together. An unusual pairing of well
known characters or scenes, for example, make us
laugh at the imagined conflict.
These inevitable battles were played out well in the
1970s show “The Odd Couple.” The series featured a
neurotic neat freak pitted against an untidy, cigar
chomping gambler. Audiences, in this case, laughed
at the how the two mismatched friends could
possibly share an apartment following their divorces.
Visual Irony
Ironic
Temperament
Ironic
Persona
Situational
Irony
Cyborgs Acting as
Humans
Callous Turned Kind
Adult Acting
Child
Anachronisms
Humans Acting as
Animals
Miscast
Temperament
Childish Adult
Coincidental
Backlash
Hypocritical
Behaviors
Soft Tough Guy Miscast Role Miscommunications
Oxymorons
Unlikely
Friendliness
Mistaken
Identity
Misplaced Routine
Unusual Pairing
Unusually
Considerate
Unlikely Hero
Misunderstood
Intentions
Mismatched Oscar and Felix
Featured in the “Odd Couple”

15. Ironic Temperament
Another successful way to get laughter from irony is through the display of temperament
anomalies. A common way to display this anomaly is with the mellowing of cantankerous
personalities like the volatile John McEnroe or Bobby Knight.
This can also be accomplished through the juxtaposing of characters in contradicting or aberrant
ways. This has been done with examples of a mother and daughter fiercely arguing over each
others’ kind attributes as well as a beautiful woman admiring a man’s unattractive habits.
Ironic Persona
Our third technique used in irony involves the miscasting of character roles or intentions. This is
often accomplished through the display of mistaken identities, adult acting children or childish
acting adults.
This mismatch of personas can also create laughter when we see the least likely character to
play a certain role. We often see this enacted in the form of unlikely hero figures.
Situational Irony
Finally, we often laugh over situational irony in which actions have an effect that is contrary to
what was expected. This often happens in the case of a coincidental backlash, where the odds
of such an unexpected scene spoiler are infinitely low.
Other cases of situational irony include the undesired outcomes resulting from
misunderstandings or the scripting of behaviors in a misplaced or rhetorical setting. We
sometimes see this displayed in commercials through unorthodox routines, such as when
employees let loose in an office setting.
15
Other examples of visual irony include the casting of humans as animals or cyborgs as humans.
In both cases, the irony is enjoyed as we witness the acting out of a creation mismatch.
Similarly, an oxymoron like the living dead, friendly adversaries or a screaming mime create
laughter as we envision the inherent conflict.
Oxymoron (Screaming Mime & Living Dead)

16. DISPARAGEMENT
PUTDOWNS, MALICIOUS
JOY & AWKWARDNESS
16

17. Disparagement
Putdowns
The use of mockery capitalizes on our emotional reaction to watching others experience a well
deserved putdown. Stemming from the Theory of Superiority, we often experience sudden glory
when dethroning others or elevating ourselves at the expense of others’ peculiarities.
In general, most viral videos featuring putdowns exhibit one or more of the following four
characteristics:
 Mocked Peculiarities
 Lofty Conquest
 Society Satire
 Stereotyping
17
Comic Devices Used in Putdowns
Mocked
Peculiarities
Lofty
Conquest Society Satire Stereotyping
Background
Mockery
Outwitting
Exaggerated
Cultural Nuance
Blondes & Bubbas
Illusory
Superiority
Macho Gone
Sour
Parodies
Sterotyped
Professions
Maladroitness
Arrogant
Knockdowns
Language
Peculiarities
Celebrity
Impersonation
Quirkiness
Unfair
Advantage
Cheeky Barbs
Beauty
Conquered Male
Mocked Peculiarities
The use of mockery dates back centuries as
audiences watched imbeciles and dwarfs
parade on stage. Baby boomers likely recall
the inept Deputy Barney Fife of Mayberry,
who was oblivious to his idiosyncrasies and
quirky nature.
Seeing himself as a high standing citizen, we
often laughed hysterically at his gullibility
and delusions of grandeur. This putdown is
often felt through background mockery as
well.
The Maladroit Barnie Fife with
His Naïve Partner, Gomer Pyle

18. Putdowns
Lofty Conquest
Our second technique used in putdowns taps into our desire to dethrone the self-righteous, the
popular, the pretentious and the hyper-masculine. Some of the top viral videos in our study
showed scenes of humbled haughtiness featuring those we despise or compete against.
A common technique is to use some form of outwitting that literally shames the victim or proves
our superiority over them. Miller Lite is notorious for their “macho moments gone bad.” We
can’t help but laugh at the pretentious Joe Cool revealed for his inner femininity.
18
Society Satire
A number of top viral videos feature the sudden glory we feel when our society is mocked.
Known as satire, we often relish the opportunity to poke fun of other cultures seen as
pretentious or smug. This is often played out by exaggerating the cultural nuances or language
peculiarities of audiences targeted by our sarcasm.
Similarly, we poke fun of celebrated life styles with parodies of popular shows, sports events or
military operations. This is often done through witty dialogs (e.g., cheeky barbs) where the
intent of the sarcasm is to mock a targeted society.
Stereotypes
Our final comic device used in putdowns relates to mimicry and impersonations. One of the
most popular ways of doing this is through the stereotyping of blondes and provincial men. The
latter is often portrayed as an idiot or someone hypnotized under the spell of seduction.
Another form of mockery includes the stereotyping of professions or positions of power.
Be Aware of Cultures Unreceptive to Putdowns
Although putdowns resonate well in Western Cultures like the US, it has limited appeal in more
collectivist cultures. Many nations in Asia, Latin America, the Middle East and Southern Europe
frown upon putdowns. This form of malicious joy runs counter to their relational and group-
oriented values.

19. Disparagement
Malicious Joy
Malicious joy, or schadenfreude, refers to the pleasure we derive from seeing others fail or
suffer misfortune. Also rooted in the Theory of Superiority, this feeling of sudden glory can
occur when we witness:
 Bungled Behaviors
 Unanticipated Spoilers
 Unfortunate Happenstances
 Deserved Repercussions
 Cretins
19
Bungled Behaviors
A common approach for entertaining audiences with
malicious joy is to poke fun of someone notorious for
their clumsy or incompetent behaviors. The 1950’s
sitcom, “I Love Lucy,” reached the highest popularity
of any show at its time based on the bungling
behaviors of Lucy. The naïve and accident prone
housewife had a knack for getting herself and her
husband into trouble whenever she tried to make a
name for herself.
Several viral YouTube videos are based on characters
that are prone to accidents or saying the wrong thing.
This is often displayed through the eyes of someone
drunk or oblivious to their surroundings.Trouble Prone Lucy in "I Love Lucy"
Mocked
Peculiarities
Lofty
Conquest Society Satire Stereotyping
Background
Mockery
Outwitting
Exaggerated
Cultural Nuance
Blondes & Bubbas
Illusory
Superiority
Macho Gone
Sour
Parodies
Sterotyped
Professions
Maladroitness
Arrogant
Knockdowns
Language
Peculiarities
Celebrity
Impersonation
Quirkiness
Unfair
Advantage
Cheeky Barbs
Beauty
Conquered Male
Comic Devices Used for Malicious Joy

20. 20
Men, in particular, are often portrayed for their bungled behaviors resulting from their one track
minds. Consider how we laugh when women make futile attempts to attract their husband's
attention when engrossed in their games or jobs. We are likely laughing at the husband’s
obsessions and oblivion as well as the wife’s futile attempts to get their attention.
Unanticipated Spoilers
Another successful way to get laughter from malicious joy is through the portrayal of spoilers.
For example, many of us laugh when witnessing the spoiling of romance. Just when the mood is
set, attempts at seduction are foiled by some unexpected event.
A number of viral videos show similar results in views and engagement when a storyline ends
with unexpected damage, injuries or danger. This cause of laughter taps more into our
emotional senses where a feeling of superiority is felt over those whose peace or excitement is
snatched away.
Unfortunate Happenstances
Our third technique used in malicious joy relates
to bad luck. Shamefully, many of us laugh when
others get dealt a bad hand. Most of us enjoy
watching someone knocked down a notch when
an unwise choice is based on attempts at
heroism or chivalry.
The same type of thrill emerges from bad timing
such as when someone interrupts our
concentration at the worst time or when the
next person in line wins the grand prize.
Accident Prone Couple Spoils Romance
We also delight in the misfortune of those exhibiting naïveté or simply keeping their eye off
the ball. Especially when foolish mistakes result in catastrophic consequences, we often laugh
hysterically at choices we know we are capable of committing ourselves.
Deserved Repercussions
Perhaps even more than bad luck or
unexpected spoilers is the laughter
resulting from well-deserved retaliation.
This often happens when the actions of a
featured villain backfire. In a similar vein,
we laugh at paybacks against someone we
despise or who is unveiled of their devious
intentions.
Doritos did this very well in their
commercial of a baby snatching the bag of
chips from an annoying older sibling who
incessantly teased the toddler. Doritos Example of Deserved Repercussion

21. 21
The payback results in our own
feeling of sudden glory that we
experience when living vicariously
through the underdog.
On the lighter side, some sponsors
use innocent repercussions to
highlight the misfortunes of
someone overzealous or careless.
Lending Tree took this route in their
depiction of Stanley Johnson, who
shamefully reveals that his lavish
lifestyle has put him “in debt to his
eyeballs.”
Though not as deserving as the villainous victim of a backfire, we still relish the thought of
witnessing the aftermath of someone drinking too much or short cutting their path to success.
Cretins
Our final category of malicious joy relates to the casting of cretins whose low class demeanor
elevates our own status. For centuries, comedies of imbeciles, derelicts, the grotesque and the
deformed have aroused fits of laughter from audiences.
A number of sponsors have obtained high scores in views and engagement from the portrayal of
people seen as physically deformed (e.g., 700 lb. sumo wrestler). Similar results, however, can be
achieved when portraying folks as mentally subnormal (e.g., derelicts).
Both Geico and FedEx capitalized on cretin sneering in their casting of Neanderthals in modern
settings. Vonage chose a similar tactic by casting airheads and derelicts in both their "People do
Stupid Things" and “Chief Generosity Officer” campaigns.

22. Disparagement
Awkwardness
Why we laugh at awkward moments has much to do with the pleasure derived from seeing
others fail or suffer misfortune. Also rooted in the Theory of Superiority, this disparaging form of
humor leads to a feeling of sudden glory when we displace our own histories of embarrassing
moments onto others.
Among the types of humor that capitalize on awkwardness are the following
 Remorseful Regrets
 Uncomfortable Settings
 Exercising Humility
 Revealed Secrets
22
Remorseful Regrets
One way to enjoy others’ misfortunes is through the depiction of embarrassing situations
where victims are left speechless. Consider how we laugh at those experiencing fear and
remorse after they realize they are in a “no win” situation. Geico did this by showing Abe
Lincoln faced with a tough predicament of being honest or offending his wife.
Comic Devices Used for Awkwardness
Remorseful
Regrets
Uncomfortable
Settings
Exercising
Humility
Revealed
Secrets
Tough
Predicaments
Uncomfortable Male
Bonding
Wrong
Impression
Captured
Glances
Regretful Actions
Uncomfortable
Intimacy
Exposed
Privacy
Revealed
Deceptions
Regretful
Statements
Uncomfortable
Conversation
Public
Embarassment
Exposed True
Colors
Caught Off Guard Creepiness
Unveiled
Feminine Side
Revealed
Fantasies
Ray and Robert Barone Notorious for
Their Remorseful Quandaries
In the sitcom, Everybody Loves
Raymond, Robert and Ray Barone
often found themselves in a sticky
situation. Both were prone to
engaging their mouths before their
brains as regretful statements and
actions put them in the dog house.
We laughed, for example, when Ray
was forced to choose between
ingratiating his wife or his
dominating mother.

23. 23
The laughter in these cases typically results from the remorse felt by the victim from their
regretful actions or statements. By displacing own recollection of these embarrassments onto
others, we are in effect saying: “I am glad this did not happen to me.” Arguably, this laughter
increases the more a victim is caught off guard or left with an unsolvable quandary.
Uncomfortable Settings
Another successful way to get laughter from awkwardness is through scenes of discomfort
that arise when someone gets too intimate or reveals too much information. A number of
commercials feature the discomfort that men in particular feel when other guys get too close
or expose their creepy behaviors. Doritos capitalized on this with their ad featuring a man
licking another man’s fingers.
Southwest Featured Several Ads of
Awkward Moments in Their “Wanna
Get Away” Campaign
Revealed Secrets
Our final method used to create awkward moments
involves the exposure of someone’s embarrassing
intentions. This often includes the unraveling of a
character’s foiled deceptions when caught red
handed.
This exposure may reveal a man’s true colors or his
inappropriate glances at another woman. In this
case, we are likely laughing at their behavioral
hypocrisy as well as their misfortune of having a
poor disguise.
A similar sense of misfortune is realized when a young
boy faces the dreaded kiss of an assertive girl or when
a father is pressed to answer “where do babies come
from?” We are likely reliving our own experiences of
the fear that results from being put on a spot.
Exercising Humility
Displaced embarrassment can also arise when we
witness others having to explain themselves after
exposing their vulnerabilities.
In this case, we are laughing at the relief from not being the one who has to exercise humility.
Southwest uses this technique in their “wanna get away” campaigns. The story-line features
characters often put on the spot publicly to explain their mistakes.
This technique especially works well when featuring men inadvertently exposing their
feminine or child sides. This feeling of shame can also result when quiet words are broadcast
publicly or when surrounding audiences get the wrong impression from seemingly perverted
behaviors.

24. RELEASED REPRESSION
UNRULINESS & SOCIAL
ORDER DEVIANCY
24

25. Released Repression
Unruliness
By unruliness, we mean behaviors showing resistance to control. The fact that we laugh at
unruly behaviors is best explained by the Relief Theory of Humor. This theory contends that
laughter is a mechanism by which psychological tension is reduced.
So we tend to laugh when we release tension or nervous energy such as when we unleash
our suppressed desires. Consequently, we love watching others act out uncontrollably or
violate some social order. In effect, we are likely enjoying the observation of others acting out
our own inhibitions in one of the following ways:
 Hysteria
 Impulsive Outbursts
 Displaced Irritation
 Exercising Improprieties
25
Comic Devices Used for Unruliness
Audiences laughed at his infamous “BANG, ZOOM!
Straight to the Moon!” The Relief Theory would
attribute these fits of laughter to our own desires to
let out steam.
Other examples of hysteria in viral YouTube videos
include scenes of angry bosses losing their control
or folks experiencing nervous breakdowns. Similarly,
many of the popular sports-related commercials
show scenes of fanatics going over the edge to
support their teams.The Bellowing Ralph Kramden in the
“The Honeymooners”
Hysteria
Impulsive
Outbursts
Displaced
Irritation
Exercising
Improprieties
Angry
Yelling
Belligerance
Annoying
Natures
Invasive Peeking
Nervous
Breakdown
Forceful
Demonstration
Incessant
Talker
Disorderly Pop
Culture Lexicons
Sports
Fanatical
Spontaneous
Performance
Ending the
Annoyance
Recalcitrance
Extreme
Screaming
Body Explosion
Annoying
Repetitions
Unsightly Exposure
Hysteria
A popular technique for entertaining audiences with humor is to show people unleashing
their anxiety through uncontrollable screaming and yelling. In the 1950’s, the popular sitcom,
The Honeymooners, featured a bellowing, short-tempered Ralph Kramden who would easily
spin out of control.

26. Unruliness
Impulsive Outbursts
Another successful way to get laughter from unruliness is through scenes of impulsive outbursts.
Some viral YouTube videos reached views in the millions as audiences witnessed forceful
demonstrations, body explosions or outright belligerence. The tension relief can be explained as
an innate desire we may all have to act out our aggression.
26
Displaced Irritation
A third technique used in unruliness involves
our desire to express deep irritation. This is
often accomplished by having us share the
irritation and the subsequent desire to fiercely
lash out at others’ facing annoying habits.
Consider the commercial where an annoying pig
continually utters “Wee! Wee! Wee!” or the
vexatious camel in Geico’s hump day
commercial who repeatedly asks “Guess What
Day It Is?” Our own laughter comes from the
expression of irritation shown on the faces of
those annoyed.
This can also be accomplished by showing
scenes of those irritated by incessant talkers. In
effect, we are sharing the desires of the irritated
actors to berate or strike the annoying subjects.
Exercising Improprieties
Another common way to release suppressed
desires is to display scenes of wishful
naughtiness. Who doesn’t want to disobey
society rules on stature, proper behavior or
appropriate demeanor?
Consider how audiences laugh when Mr. T
acts out on our behalf or when Harley
Davidson attracts the recalcitrant with their
acts of rebellion.
Besides aggression and disobedience, these
improprieties often include such forbidden
behaviors as invasive peeking.

27. Released Repression
Social Order Deviancy
Social order deviancy refers to those behaviors that challenge society rules and expectations.
The fact that we laugh at these violations is also explained by Relief Theory of Humor.
This theory contends that we laugh from release of tension that arises from suppressing our
desires. Consequently, we love watching others unleash their innate desire to break the law,
enter forbidden territory or simply act out their inhibitions.
In general, most viral videos featuring social order deviancy fall under the following four
categories:
 Society Irreverence
 Forbidden Behaviors
 Offensive Behaviors
 Unleashed Mania
27
Comic Devices Used for Social Order Deviancy
Society Irreverence
A popular technique for
entertaining audiences with
social order deviancy is to poke
fun of pompous society folks. In
the 1960’s sitcom, “The Beverly
Hillbillies,” Jed Clampett and his
poor backwoods family
transplanted to Beverly Hills,
California, after striking oil on
their land.
High Society Satire Exemplified by the
Backwoods Clampetts
Society
Irreverence
Forbidden
Behaviors
Offensive
Behaviors
Unleashed
Mania
High Society
Satires
Taboos &
Sacred Barriers
Odor Offensive Mad Science
Outwitting the
Honorable
Exercising
Professional
Liberties
Repulsive
Behaviors
Sadomasochism
Rule Breaking Exhibitionism
Unrefined
Behaviors
Public
Disturbance
Undermining
Authority
Face Slapping
Bleeped
Language
Swooning
Women

28. Social Order DeviancyIn the series, audiences laugh hysterically as the rags to riches family unknowingly mocks the
posturing of high society by retaining their hillbilly lifestyle in a luxurious Hollywood house.
Being exploited by rich bankers, the Clampetts often come out ahead with their provincial
wisdom. In effect, they put high society in their place.
Several viral YouTube videos are based on high society satires, rule breaking and undermining
authority. Common to all is the release of tension we experience when we unload on someone’s
suppressing statutes. Witness how this works when we outwit the censorship imposed by
honorable judges, pious clergymen or smug professors.
Forbidden Behaviors
Another successful way to get laughter from social order deviancy is through the depiction of
forbidden society behaviors. Many of us laugh when witnessing the spoiling of sacred rituals.
Who doesn’t love watching others break taboos? This likely results from sharing their pressures
in having to sustain a devout life.
28
A similar thrill arises when we strip off
clothing, break office rules, or slap a smug
antagonist. Whether its vicariously acting
out naughty behaviors or simply fighting
back, we feel liberated from society rules.
Offensive Behaviors
Our third technique used in social order
deviancy involves offensive behaviors. Here
again, we enjoy watching others mock
society. In this case, the mockery is through
tactless behaviors. This could include bad
manners or disgusting personal habits.

29. Social Order Deviancy
29
Finally, the witnessing of women swooning over
men in insane frenzies has been a highly successful
humor technique over the years. In 1995, Diet Coke
featured an office of ladies running to windows to
get a glimpse of a sexy construction worker.
Axe took this concept a step further when they
featuring hoards of bikini clad jungle women closing
in on their prey. In this case, the hunted was a man
freshly deodorized with Axe.
Unleashed Mania
Our final category of social order deviancy
involves letting loose with craziness. One
of the oldest forms of humor involves the
depiction of mad scientists. In effect, we
are laughing at the disorder associated
with an esteemed profession.
Another technique evokes our inner
craving for disorder in public places. In
many viral videos, you can attribute the
humor to disruptions created from
screaming and destroying property in
serene surroundings.
A common technique used in this humor is to highlight reactions to poor hygiene such as
from foot odor, perspiration or flatulence. As the perfect target of our tactless behavior, this
especially works when exposing the offense to those sensitive to protocol or classy
surroundings.

30. AROUSAL-SAFETY
SENTIMENTAL HUMOR
30

31. Sentimental humor taps into our emotions through an arousal-safety mechanism. For example,
in the first stage or arousal-safety, emotions are aroused with sentimentality, empathy or some
form of negative anxiety. As the story-line develops, we then see this heightened arousal state
as safe, cute or inconsequential. This shift from high arousal to relief is what creates laughter.
A way to imagine this type of humor is to consider how we laugh. Comic wit, for example, is
normally expressed as “Ah Hah.” Laughter from disparaging humor (e.g., putdowns) is normally
expressed as “Ha, Ha.” Sentimental humor would be expressed as “Ahhh.” This could happen
when we witness someone escaping danger as well as when we experience a child doing
something cute.
Among the types of humor that capitalize on this arousal-safety mechanism are the following:
 Child Innocence
 Fear & Anxiety Relief
 Melodrama
 Inner Secrets
31
Comic Devices Used for Sentimental Humor
Child Innocence
Children can easily arouse our emotions with their youthful discoveries and mimicry of
adulthood. The laughter tends to result when we see them successfully overcome their
struggles to get through complicated situations. AT&T capitalized on this comic effect in
their “Its Not Complicated” series that has amassed over 10 million views.
Story-lines usually start with a sentimental attachment or an empathetic feeling towards
the child. We then laugh when we see how their first battles with courage, romance or
independence conclude with a happy ending.
Child
Innocence
Fear &
Anxiety Relief
Melodrama
Inner
Secrets
Youthful
Discoveries
Narrow Escape Histrionic Dream Exploits
Inner Child
Fear of What's to
Come
Melancholic
Suggestive
Sexual Allusion
Child Mimicry
of Adulthood
Barely Escaped
Detection
Fervent
Contradicting
Inner Voice
Arousal-Safety
Sentimental Humor

32. Sentimental Humor
Doritos no doubt enjoyed great success
with their commercial featuring a feisty
5 year old warning his mother’s suitor
to mind his manners.
Several viral YouTube videos are based
on child innocence where the laughter
results from children topping their
adult counterparts as well as from our
vicariously living through their
incorruptibility.
32
In some situations, we may be
laughing at how their trials prove
more fruitful than our own. This
may be the reason why we love
scenes of children reflecting our
own inner self.
No character perhaps aroused us
more with child innocence than
Shirley Temple. The child prodigy
started her film career at the age of
3. With her innocent coquetry, she
was known for her advice to
clergymen and other adults that
often had profound implications. Shirley Temple Epitomizes Child Innocence
Fear & Anxiety Relief
Another successful way to get laughter from sentimental humor is through the relief of
fear and anxiety. For example, just when we expect some disturbing outcome, a story-
line then shows the fears to be baseless.
The arousal-safety mechanism in this case starts with a buildup of suspense. As the
fearful sensation rouses within us, we then experience a physiological shift as the
anxiety fizzles into something inconsequential. This swing in emotional response is what
produces laughter.
Consider how Dirt Devil did this with commercial featuring what appears to be an
exorcism. The hair raising drama leads us to a convulsing, demon possessed woman
plastered to the ceiling.

33. 33
Melodrama
Sentimental humor can also be created through melodrama. Consider how we laugh
when we experience someone’s over theatrical behaviors. For example, a story-line may
start with someone’s passionate reaction to a mundane situation. But as we begin to
process their intensity with our own empathetic reflections, we then find the cause of
their melodrama to be unfounded.
In effect, this arousal-safety mechanism takes us from our own passionate empathy to a
feeling of relief from the false alarm. Laughter then results from the arousal-safety shift.
Similarly, we might laugh as we conclude the melodramatic actor is rather pathetic.
Inner Secrets
A fourth method used in sentimental humor derives from the exposure of inner secrets
such as when we witness someone passing in and out of dreams. A fantasy, for example,
could arouse our emotions. We then laugh from a shift in these emotions as we are
made aware of the false state.
This arousal-safety mechanism could also work when an innocent scene turns out to
have sexual overtones. In essence, we are likely laughing at the tension relief we
experience from keeping our inner desires secret.
Finally, inner secrets can produce laughter when we observe and hear a contradicting
inner voice. In this case, we are likely experiencing an emotional shift when the imagined
inner voice allows us to safely escape from a hostile or awkward situation.
But just when our fears our aroused, we are relieved to find a neighbor upstairs creating the
gravity pull with her vacuum cleaner.
Sentimental Humor

34. SERIOUS ENTERTAINMENT
PERFORMING ARTS,
PARTICIPATION &
INSPIRATION
34

35. Serious Entertainment
Performances
One way to capture your audience is to entertain them with music, choreography, drama and
stories. Many television commercials re-casted on YouTube went viral when the brand message
was integrated into a mini- theatre performance, a fascinating life narratives or a memorable
song.
Among the types of performances that perform best on YouTube are the following:
 Musical and Performing Arts
 Slice-of-life Narratives
 Plotted Storylines and Timelines
 Transformation Entertainment
35
Devices Used in Performance Oriented Entertainment
Musicals &
Performing Arts
Slice of Life
Narratives
Plotted Storylines
& Timelines
Transformational
Entertainment
Musical Theatre Cultural Slice of Life Cartoons & Comic Strips Realtime Makeovers
Choreographic Beats Poetic Slice of Life Concatenation of Events Style Metamorphosis
Mini Dramas
Mesmerizing Stories
& Life Messages
Life Evolution
Abstract & Mechanical
Animations
Musical Interludes Iconic Experiences Future Visions Alter Ego Exploits
Animated
Performances
Animal Slice of Life Chronological Journeys Destination Journeys

36. Performances
Common to the higher performing clips of
this type is a performance that drives
audiences to the end of the script. This can
be especially effective when the cast of
characters and story-lines match up well
with the intended brand message.
Slice-of-Life Narratives
Another long-standing techniques used in
entertaining videos involves “slice-of-life”
narratives. Audiences are often enamored
with the subtle imagery portrayed in the life
of someone that could be them.
The plotless storylines are not intended to
culminate in a story ending. Instead, the
narrative is intended to impart profound
messages that make us pause and reflect on
our lives as we progress from one scene to
the next. A number of sponsors have gone
as far as portraying what dogs and cats may
feel in their lives. 36
Musicals and Performing Arts
Several high performing YouTube videos
feature mini theatrical performances.
Much like the role of movie trailers,
these short clip entertainers set the
stage for mood setting and fantasizing.
Especially when backed by a legendary
song, the brand message could stick in
our heads as we sing along and
reminisce over our favorite nostalgic
moments.
Several high performing YouTube videos feature mini theatrical performances. Much like the
role of movie trailers, these short clip entertainers set the stage for mood setting and
fantasizing. Especially when backed by a legendary song, the brand message could stick in
our heads as we sing along and reminisce over our favorite nostalgic moments.
Some of the more popular methods include short drama clips where well known celebrities
are cast into leading roles of mini episodes. Similarly, Broadway style choreographies work
well to captivate audiences through contemporary beats and synchronized dancing.

37. Performances
Plotted Story-lines and Timelines
One long-standing technique used in entertaining videos
involves “slice-of-life” narratives. Audiences are often
enamored with the subtle imagery portrayed in the life of
someone that could be them.
Another practice used for captivated story-line attention
involves a concatenation of events often leading to a big
performance or vision of the future. Similar to plotted
stories and timelines, this technique works well to stimulate
audience curiosity as they advance from one stage to
another.
Transformation Entertainment
Besides story-lines and theatrical performances, other
effective performances use rapidly moving scene
transformations. Dove capitalized on this with their real-time
makeover. In a manner of minutes, audiences witness an
entire facial transformation.
Others like Chevy and Nike attempt to fascinate us with
metamorphic transformations of their products. This can be
done across product styles or across the design stages of a
product. The technique works especially well when the
transformations involve animations created from real
objects.
Finally, transformation entertainment often involves scene
transitions such as that experienced in alter ego exploits. T-
Mobile reached viral performance levels on a YouTube video
featuring a lifeless women who let loose of her wild nature.
37
The typical slice-of-life narrative consists of a soft musical journey where snap shots of a real
person’s life are narrated with words of wisdom. Those slice-of-life narratives that reach viral
performance levels typically involve messages of hope for our youth or on behalf of certain
cultures.
These messages are often poetic in nature and described from the eyes of an admired
icon. Michael Jordan did this very effectively in his “Look into My Eyes” commercials for Nike.
Slice-of-life narratives are effective in pulling audiences to the end of a clip. i.e., As the
concatenation of events unfolds, audiences are often intrigued by the scene
transformations. Moreover, the life messages depicted in the narrative can enhance a brand
image among those connecting with the words of wisdom. Finally, this technique is perhaps the
least expensive approach to creating performance oriented entertainment.

38. Serious Entertainment
Astonishment
The fact that we are entertained with a “wow” factor should not be surprising. Magicians,
athletes and beautiful models have always fascinated us as we ponder the limits of beauty,
imagination and human potential. We delight in the spectacular as well as the painstaking skills
required to dazzle us.
Among the types of astonishment that are used in high performing videos are the following:
 Extraordinary Beauty
 Masterful Craftsmanship
 Human Potential
38
Devices Used in Creating Astonishment
Extraordinary
Beauty
Masterful
Craftsmanship
Human
Potential
Stunning Looks
Extraordinary
Craftmanship
Incredible
Athleticism
Beautiful Nature
Imaginative
Formations
Mastering
Difficult Tasks
Impressive Light
Effects
Spectacular Designs Daring Sports
Extraordinary Beauty
For years, beauty has captivated audiences with breathtaking views of what we imagine as
utopia. Fashion and cosmetic companies continue to astonish us with stunning looks as we
marvel over the perfect eyes and body.
Similarly, painters and photographers attempt to stretch our imaginations with breathtaking
views of nature, outer space and glorious light shows. At the heart of this concept is an innate
desire to marvel over a perfect creation.
Examples of How Beauty Can Astonish Us

39. Astonishment
Masterful Craftsmanship
A similar concept is at play when we are astonished by a true masterpiece. Besides engaging in
content that strikes our appreciation for beauty, we likely marvel over the skills and
craftsmanship surrounding a perfect design or the enormity of “larger than life” creations.
Just consider how people travel thousands of miles to see Mount Rushmore or the Great Wall
of China. Or consider how we marvel over the potential of the human brain when witnessing
the latest in space technology and medical breakthroughs.
Our senses also seem to heighten at the sight of extreme precision and the painstaking
process behind a perfectly timed formation. Honda, for example, scored extremely well on a
commercial featuring a highly complex domino effect. Similarly, we often marvel over the skills
required to produce the perfect ice sculpture, dessert presentation or architectural design.
39
Examples of How Masterful Craftsmanship Can Astonish Us
Human Potential
Evidence from high video performance also suggests that we marvel over those who push the
limits of human capacity. Some viral videos reached exceptionally high levels of views and
engagement after showing records broken by the greatest of athletes.
Without question, highlight reels devote inordinate amounts of time replaying the perfect catch,
the perfect shot and the perfect throw. In effect, we likely enjoy amazing ourselves with how far
our bodies can take us. This fascination also accounts for such high ratings in talent shows like
American Idol where we marvel over the skills of those not expected to achieve so high.
But the same reaction can be felt from those over achieving or pushing the limits of mental
capacity. A number of videos, for example, scored high when showing women conquering their
multi-tasking life styles, a man runner the marathon at 101 years old or paraplegics playing
basketball.
Examples of How Visualizing Human Potential Can Astonish Us

40. Serious Entertainment
Heartfelt Moments
One highly effective way to capture your audience is through sweat and tears. Many television
commercials re-casted on YouTube went viral when they featured a motivational message or
tear jerking moment. In effect, these moments tap into our souls with what we dream to
become or where we long to return.
Whether the moments result in pumping adrenaline or tears of pride, you can expect a high
level of video sharing and engagement when using these techniques in a sincere way.
Among the types of heartfelt moments that perform best on YouTube are the following:
 Motivational Inspiration
 Sentimental Memories
 Proud Moments
40
Concepts for Conjuring Up Heartfelt Feelings
Motivation
In 1975, an unknown actor and
film producer shocked the world
with a $225 million film that later
produced five more successful
sequels. In the film, a kind
hearted debt collector named
Rocky Balboa overcomes all odds
as a prize fighter. To this date, the
infamous “Gonna Fly Now” song
is used by many to fuel their
willpower.
Motivation
Sentimental
Memories
Proud
Moments
Inspirational
Messages
Family Ties
Patriotic
Tribute
No Pain, No
Gain
Cute Romance Proud History
Striving for
Excellence
Nostalgic
Connections
Proud Parents
Rags-to-Riches Rocky Balboa Serves as an
Inspiration to Over Achievers

41. Heartfelt Moments
A number of sports product sponsors have
elected this route. At the core of most
themes is a gut wrenching scene of an over-
achiever mustering up all of his will power to
get ahead. Others feature the background
scenes of or inspirational messages from
admired performers who demonstrate their
dedication to hard work.
Sentimental Memories
But we can also stir the heart through
compassion and tender memories. For years,
Hallmark chose this route with sentimental
scenes that rekindle family ties.
41
Some, like McDonald’s, capitalized on first love scenes that remind us of the awkward, but
heart throbbing moments that live with us forever. Others, like Chevy and Volkswagen, often
create nostalgic connections where we long to revisit our youth.
Proud Tributes
Perhaps the most effective way to rouse a
sentimental attachment is through patriotic
tributes. Budweiser and American Airlines took
this route in their special tributes to 911 and
our troops, respectively.
When the story-lines conjure up proud feelings
as parents or countrymen that touch our own
sentiments toward family and heritage, the
video can especially score high on brand image.
In their tributes to the motor city, Chrysler did
much to restore the pride of hard hit Detroit.
Similar feelings are stirred when offering
tributes to the passing of legendary figures.

42. Serious Entertainment
Participation
One way to distract us from our task at hand is to get us to participate in a commercial or social
video. Consider content that asks us how to solve a riddle or offer an opinion. Aren’t you at least
curious to know whether you have the correct answer?
Audience are often entertained by a cognitive challenge or through conclusion curiosity. Though
not as powerful as humor or performance entertainment, this technique is often the preferred
choice of advertisers seeking to engage their audiences under a reasonable budget.
Among the most popular types of participation that perform best on YouTube are the following:
 Completing the Message
 Resolving the Problem
 Following a Script
42
Devices Used in Participation Entertainment
Common to each method is a way to distract us with a mental motivation to finish the
exercise. If successful, we can applaud our wits and talents at mastering the task.
In the process, advertisers get us to ponder over the concept or follow the steps of mastery.
In so doing, they lay the trail that pulls us through their entire message. That is why this
technique scores high on engagement. But advertisers face a tough challenge in their
attempts to direct our cognitive efforts on a meaningful and well understood brand message.
Types of Participation Used in Edutainment
Complete Resolve Follow Along
Answer the
Question
Correct the Flaw Play the Song
Fill in the
Blanks
Guess Who or
How
Sing the Song
Spell it Out
Interpret the
Allegory
Draw the Picture
Pick the
Winner
Validate the
Contrast
Watch it Build

43. Participation
Completing the Message
One of the simplest ways to capture our attention is to have us “fill in the blanks” or “answer
a question.” In 1984, the catch phrase “Where’s the Beef?” made actress Clara Peller an
overnight sensation much like the LeBron James’ infamous “What Should I Do?” added fuel to
his notoriety. In both cases, we likely found ourselves attempting an answer of our own.
Another method invites us to recite or spell something correctly. By now, baby boomers likely
know how to spell “R-O-L-A-I-D-S” or “O-S-C-A-R-M-A-Y-E-R.” The latter amassed nearly 1
million views on YouTube.
Similarly, advertisers could test your sports or mechanical acumen by having you “guess the
winner” of a shoot-off. Gatorade capitalized on this technique when they featured a young vs.
old Michael Jordan playing against each other.
43
Resolving the Problem
A more cognitively challenging method of getting
audiences to participate is to have them solve a
problem. This gaming technique often involves
“guessing who” or “guessing what” is hanging in
suspense.
The use of this technique as a way to engage
audiences dates back to the 1950s & 60s. At the
time. a show called “What’s My Line” hosted a
guessing game in which four panelists attempted to
determine the identity or occupation of a mystery
guest. The show remained the longest-running U.S.
prime-time television game-show for decades.
1950′s and 60′s Game Show “What’s
My Line” Captured Audiences with
Guessing “Who” or “What”
In addition to guessing, audiences can be easily motivated to discover anomalies. Consider
how often you find yourself correcting someone else’s mistakes or flaws. In the FedEx
“Wrong” skit, we attempt to correct someone’s reference to “French Benefits.”

44. Participation
Similarly, the infamous Ally Bank’s “What Makes Peter, Peter?” has us incessantly correcting
the interviewer’s misinterpretation of “I really love my bank’s ’Raise-Your-Rate’ CD” as he
progresses from “You’d love a pay raise ASAP?” to “You spent eight days lost at sea?” to “You
love watching your neighbors watch TV?”
A more subtle method of problem solving includes examination of irony or allegories. For
example, a number of commercials feature statements that “go against the grain.” In Beck’s Ad
“Different by Choice,” we cannot help but validate the actions of those daring to be different.
A similar reaction can be expected when we are presented with allegories or sarcasm that
require our own interpretation. Both methods are effective in keeping our attention for as long
as it takes to interpret the message.
Following a Script
A third way to attract and engage our audiences through participation is to get them to follow
along some story-line. This technique also dates back to the 1950s and 60s when popular
music icon Mitch Miller engaged families on television by having them sing along with his
music note bouncing balls.
44
Mitch Miller’s Sing Along Stirred Audiences
to Follow the Bouncing Balls
Many successful commercials deploy a
similar scheme in their real time
designs. Consider how UPS’s
“Whiteboard” gets us to finish the
drawing or how Absolut’s “Rasberri”
commercial gets us to contribute to
the bottle’s final design.
Whether it is through a catchy tune, a clever sketch or a final touch on a beautiful
masterpiece, the goal here is to entice us to contribute something to the scripted message.

45. Serious Entertainment
Concept Imagery
With great advancements in creative photography and cinema effects, it’s no surprise that
concept imagery has become a popular technique for engaging audiences. We can now dazzle
audiences with optical illusions as well as special effects that making us feel the splashing,
shattering, and exploding of 3D objects portrayed in 30 second clips.
Among the most popular types of concept imagery that perform best on YouTube are the
following:
 Artistic Flair
 Illusory Sensations
 Physical Sensations
 Audio & Multi-Sensations
45
Devices Used in Concept Imagery
Concept Imagery Examples
Artistic Flair
Illusory
Sensations
Physical
Sensations
Audio & Multi-
Sensory
Artistic
Photography
Magical Optics Heat Popping
Abstract
Creations
Imaginative
Formations
Fast or
Exhilirating
Shattering
Color Creations Dreamlike Effects Cold or Wet Beating
Artistic Hand
Creations
Stretched
Imaginations
Soothing Multi-Effect

46. Concept Imagery
46
Artistic Flair
A number of high performing YouTube videos feature elaborate 3D color imagery cast in a
variety of artistic abstractions. Common to many is the bursting of colors into spectacular
formations. Others involve animated fairytales that integrate humans and animals into
abstract surroundings.
Some popular hand creation commercials
from HP and Samsung have also reached
exceptionally high performance levels as
advanced graphics software and digital
photography permit the synchronizing of
musical hand movements with holographic
optical effects. These performance art
effects can create a hypnotic WOW factor
that keeps its audience engaged to the end.
Illusory Sensations
Another form of concept imagery revolves around
illusory effects that often stretch our imaginations.
Airlines in particular have capitalized on the blend of
3D and real-life imagery to capture world travel
experiences in a dreamlike atmosphere. Dating back
to the 1980s, some even produced kaleidoscope
type formations from the synchronized
arrangements of aircraft, people and dolphins.
Physical Sensations
Perhaps the greatest impact made by high tech imagery is the ability of videos to create a
near 4D experience. Much like the real feeling of being sprayed in Universal Studio’s
Spiderman, advanced graphics with sound can create highly realistic scenes of hot, cold, wet,
electrifying and windy conditions.

47. Concept Imagery
47
Several Super Bowl commercials feature
ice cold or fire hot scenes with multi-
sense imagery that can actually tap into
our tactile senses.
Others apply special effects that allow us
to experience a mood intended by the
advertiser. By synchronizing the right
music with 3D special effects, even low
budget videos can create a wide range of
sensations from soothing serenity at one
end to the exhilaration of extreme
speeds at the other.
Audio and Multi-Sensory Effects
Following a decade long wave of
cyborg cinema and video games, we
now have ample evidence to suggest
that audiences love to witness the
smashing, exploding and shattering of
objects.
In line with the action packed thrillers
we have been accustomed to
watching, audiences are welcoming
dare devil scenes surrounded by
explosion. Many high tech sports ads
are now featuring multi-sensation
effects that cascade across scenes of
splashing, crashing and shattering.
When in doubt about a creative story-
line, just blow it up.
On the lighter side, video performance
statistics confirm that audiences also
enjoy the mood setting effects of
splashing waves and heart beating as
well as the crackling sounds of
lightning, raging fire or breaking ice.

48. 48
39 Miscast Temperament 80 Beauty Conquered Male 120 Extreme Screaming
40 Soft Tough Guy
CONCEPTUAL DISCORD 41 Unlikely Friendliness 121 Belligerance
42 Unusually Considerate 81 Accident Prone 122 Forceful Demonstration
1 Exaggerated Results 82 Futile Attempts 123 Spontaneous Performance
2 Exaggerated Response 43 Adult Acting Child 83 Innocently Offensive 124 Body Explosion
3 Exaggerated Nightmare Reactions 44 Childish Adult 84 Toxic Stupor
4 Exaggerated Stories 45 Miscast Role 125 Annoying Natures
46 Mistaken Identity 85 Unexpected Danger 126 Incessant Talker
5 Unrattled by Danger 47 Unlikely Hero 86 Unexpected Injury 127 Ending the Annoyance
6 Exaggerated Simplicity 87 Unexpected Damage 128 Annoying Repetitions
7 Exaggerated Concealment 48 Anachronisms 88 Spoiled Romance
8 Profound Grasp of the Obvious 49 Coincidental Backlash 129 Invasive Peeking
VISUAL ANOMALIES 50 Miscommunications 89 Bad Timing 130 Disorderly Pop Culture Lexicons
51 Misplaced Routine 90 Bad Idea 131 Recalcitrance
9 Exaggerated Body Reactions 52 Misunderstood Intentions 91 Lost Opportunity 132 Unsightly Exposure
10 Supernatural Performance 92 Unforeseen Consequences
11 Incredible Allure
12 Speed & Scale Distortion 53 Wrong Answer 93 Paybacks 133 High Society Satires
ABERRANT BEHAVIORS 54 Uneventful Conclusion 94 Backfires 134 Outwitting the Honorable
55 Absurd Chain Reaction 95 Hangovers 135 Rule Breaking
13 Taking Extreme Measures 96 Overextended 136 Undermining Authority
14 Awestruck 56 Storyline Twist
15 Over Intense 57 Fantasy Turned Reality 97 Cavemen 137 Taboos & Sacred Barriers
16 Over Heroic 58 Twist of Fate 98 Grotesque & Deformed 138 Exercising Professional Liberties
99 Derelicts 139 Exhibitionism
59 Age Transformation 100 Gross Incompetence 140 Face Slapping
17 Performing/ Talking Babies 60 Magic
18 Animal Willpower 61 Body Switch 141 Odor Offensive
19 Multiple Personalities 101 Tough Predicaments 142 Repulsive Behaviors
20 Foolishness 62 Surprise Revelation 102 Regretful Actions 143 Unrefined Behaviors
63 Creature Appearance 103 Regretful Statements 144 Bleeped Language
21 Illustrated Idioms 64 Wishful Thinking 104 Caught Off Guard
22 Humanized Depiction 145 Mad Science
23 Unusual Setting 105 Uncomfortable Male Bonding 146 Sadomasochism
24 Unconventional Routine 106 Uncomfortable Intimacy 147 Public Disturbance
65 Background Mockery 107 Uncomfortable Conversation 148 Swooning Women
25 Object Replacement 66 Illusory Superiority 108 Creepiness
26 Sound Imitations 67 Maladroitness
27 Animal Substitution 68 Quirkiness 109 Wrong Impression 149 Youthful Discoveries
28 Anthropomorphism 110 Exposed Privacy 150 Inner Child
69 Outwitting 111 Public Embarassment 151 Child Mimicry of Adulthood
29 Dim-witted 70 Macho Gone Sour 112 Unveiled Feminine Side
30 Baffling Dialog 71 Arrogant Knockdowns 152 Narrow Escape
31 Irrelevance 72 Unfair Advantage 113 Captured Glances 153 Fear of What's to Come
32 Confusing Response 114 Revealed Deceptions 154 Barely Escaped Detection
73 Exaggerated Cultural Nuance 115 Exposed True Colors
74 Parodies 116 Revealed Fantasies 155 Histrionic Behaviors
33 Cyborgs Acting as Humans 75 Language Peculiarities 156 Melancholic Behaviors
34 Humans Acting as Animals 76 Cheeky Barbs 157 Fervent Behaviors
35 Hypocritical Behaviors
36 Oxymorons 77 Blondes & Bubbas 117 Angry Yelling 158 Dream Exploits
37 Unusual Pairing 78 Sterotyped Professions 118 Nervous Breakdown 159 Suggestive Sexual Allusion
79 Celebrity Impersonation 119 Sports Fanatical 160 Contradicting Inner Voice
38 Callous Turned Kind
Inner Secrets
Deserved Repercussions
Cretins
Remorseful Regrets
Uncomfortable Settings
Exercising Humility
Revealed Secrets
Hysteria
Offensive Behaviors
Unleashed Mania
Child Innocence
Fear & Anxiety Relief
Melodrama
UNRULINESS
Relief Theory
Impulsive Outbursts
SOCIAL ORDER DEVIANCY
SENTIMENTAL HUMOR
SURPRISE TWIST
Bungling Behaviors
Unanticipated Spoiler
MALICIOUS JOY
Unfortunate Happenstance
Displaced Irritation
Exercising Improprieties
Society Irreverence
Forbidden Behaviors
Situational Irony
Conceptual Surprises
Plot Trickery
Transformation
Theory of Incongruity
Ironic Persona
EXAGGERATION
IRONY
Visual Irony
Exaggerated Outcomes
Understatement
Exaggerated Qualities
Overreactions
Odd Behaviors
PERCEPTIONAL DISCORD
Visual Surprise
Mocked Peculiarities
Lofty Conquest
Society Satire
Superiority Theory
Ironic Temperament
AWKWARDNESS
Misrepresented Context
Bizarre Substitutions
Nonsense
Stereotyping
PUTDOWNS
Summary of Comic Devices

49. 49
Summary of Non-Comic Devices
178
Abstract & Mechanical
Animations
193 Family Ties 210 Soothing
179 Alter Ego Exploits 194 Cute Romance
161 Musical Theatre 180 Destination Journeys 195 Nostalgic Connections 211 Popping
162 Choreographic Beats 212 Shattering
163 Mini Dramas 196 Patriotic Tribute 213 Beating
164 Musical Interludes 181 Stunning Looks 197 Proud History 214 Multi-Effect
165 Animated Performances 182 Beautiful Nature 198 Proud Parents
183 Impressive Light Effects
166 Cultural Slice of Life 215 Answer the Question
167 Poetic Slice of Life 184 Illustrated Idioms 199 Artistic Photography 216 Fill in the Blanks
168
Mesmerizing Stories &
Life Messages
185 Humanized Depiction 200 Abstract Creations 217 Spell it Out
169 Iconic Experiences 186 Unusual Setting 201 Color Creations 218 Pick the Winner
170 Animal Slice of Life 202 Artistic Hand Creations
187 Object Replacement 219 Correct the Flaw
171 Cartoons & Comic Strips 188 Sound Imitations 203 Magical Optics 220 Guess Who or How
172 Concatenation of Events 189 Animal Substitution 204 Imaginative Formations 221 Interpret the Allegory
173 Life Evolution 205 Dreamlike Effects 222 Validate the Contrast
174 Future Visions 206 Stretched Imaginations
175 Chronological Journeys 190 Inspirational Messages 223 Play the Song
191 No Pain, No Gain 207 Fire & Heat 224 Sing the Song
176 Realtime Makeovers 192 Striving for Excellence 208 Fast or Exhilirating 225 Draw the Picture
177 Style Metamorphosis 209 Cold or Wet 226 Watch it Build
PARTICIPATION
Complete the Story-line
Resolve the Problem
Follow Along
Proud Moments
CONCEPT IMAGERY
Artistic Flair
Illusory Sensations
Physical Sensations
Audio & Multi-Sensory
PERFORMANCE
HEARTFELT MOMENTS
Motivation
Musicals & Performing
Slice of Life Narratives
Plotted Storylines &
Timelines
Transformational
Extraordinary Beauty
ASTONISHMENT
Sentimental Memories
Masterful Craftsmanship
Human Potential

50. PERFORMANCE RESULTS
50
Avg. Views*
Avg.Engagement**
+20%+40%+60%+80%
+20% +40% +60% +80%-80% -60% -40% -20%
-80%-60%-40%-20%
Exaggeration
Astonishment
Putdowns
Perceptual
Discord
Malicious
Joy Surprise
Twist
Irony
Unruliness
Social Order
Deviancy
Performances
Heartfelt
Moments
Sentimental
Humor
Concept
Imagery
Awkwardness
Participation
* Average number of YouTube views relative to
sample average
** Average composite of “net likes” (likes less
dislikes) and comments relative to sample average
Humor-based entertainment
Non-humorous entertainment

51. 51
Conclusion
Fast Growing Demand for Entertaining Video
Video is the fastest growing form of advertising. It has become the most critical component of a content marketing
strategy as consumers now watch over 3 billion hours of video everyday. In fact, Cisco (Visual Networking Index)
predicts that video will make up 90% of all web traffic over the next few years.
Undoubtedly, this audience demand is being met by marketers who also recognize the superior search results they
get from video. In fact, according to Nate Elliot at Forrester, videos are 50 times more likely to rank on the first page
of Google results.
But to capitalize on the use of video in our content marketing strategies, marketers face a number of challenges. One
involves the use of entertaining themes that build an emotional connection with targeted audiences. Another
involves the seamless integration of these themes into a meaningful brand message.
Most Effective Forms of Entertaining Story-lines
Of the 226 entertaining devices found in high performing commercials, 15 entertaining categories were derived that
line up well with theory. Humor represents the vast majority of entertainment used in viral videos with comic wit
(exaggeration, perceptional discord and surprise twist) accounting for the highest amount of views. But as
demonstrated on page 50, scenes that astonish us or touch our hearts typically score the highest in engagement.
The choice of an effective technique has much to do with the nature of your industry. For example, high
emotional/involvement items (e.g., perfume or sports cars) can better make use of “performances” and “concept
imagery” in their entertainment concept; whereas, low emotional/involvement items (e.g., beer) are better served
with “comic wit.”
What is important to note is the vast knowledge we can learn from thousands of commercials recast on YouTube. For
video demonstrations on how these 15 entertainment categories are used by major brands, please visit our blog.
.
About the Author
Dr. Jim Barry,
Founder, Social Content Marketing
Fort Lauderdale, Florida
www.blog.socialcontentmarketing.com
Twitter @JimBarryJr
LinkedIn @ drjamesbarry
Email @ jmbarry@huizenga.nova.edu