I got into this industry originally because it seemed like it would be fun. And it used to be. Just about every brief I saw my first several years in advertising included the requisite to "entertain the consumers."
Love seeing the occasional campaign from brands who remember that the average person is both left- and right-brained.
If laughter is the best medicine, I'll go out on a limb and say that generating smiles is the best way to make memorable, lasting impressions on consumers.
I laughed out loud the first time I saw the new Liquid Plumbr and Kraft salad dressing campaigns. But am I going to remember them in another few months? Doubtful.
Conversely, I remember a fantastic VW ad from a year ago that made me smile. Ditto the Coke Smile Machine - three years later.
And there is no doubt in mind that for years to come I'm going to remember Ron Burgundy doing an entire live news broadcast in Bismark, North Dakota this week. His movies make me laugh, but this made me smile.