{"id":25623,"date":"2025-09-29T13:32:39","date_gmt":"2025-09-29T17:32:39","guid":{"rendered":"https:\/\/leger360.com\/?p=25623"},"modified":"2025-09-29T16:04:14","modified_gmt":"2025-09-29T20:04:14","slug":"conseils-d-experts-humour-en-publicite-les-cles-pour-eviter-que-la-marque-soit-oubliee","status":"publish","type":"post","link":"https:\/\/leger360.com\/fr\/conseils-d-experts-humour-en-publicite-les-cles-pour-eviter-que-la-marque-soit-oubliee\/","title":{"rendered":"Humour en publicit\u00e9 : les cl\u00e9s pour \u00e9viter que la marque soit oubli\u00e9e"},"content":{"rendered":"<p>[et_pb_section fb_built=\u00a0\u00bb1&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_row _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb custom_padding=\u00a0\u00bb0px|||||\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_column type=\u00a0\u00bb4_4&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb hover_enabled=\u00a0\u00bb0&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb sticky_enabled=\u00a0\u00bb0&Prime;]<\/p>\n<p>L&rsquo;humour en publicit\u00e9 peut s\u2019av\u00e9rer \u00eatre une arme \u00e0 double tranchant. On l\u2019a tous d\u00e9j\u00e0 v\u00e9cu : lorsqu\u2019une pub est dr\u00f4le, elle se partage facilement au travail ou devient un sujet de conversation entre amis. Mais quand on essaie de se rappeler de quelle marque il s\u2019agissait, personne ne s\u2019en souvient.<\/p>\n<p><span>C\u2019est tout le paradoxe de l\u2019humour en publicit\u00e9. La blague fait rire, capte l\u2019attention et provoque une r\u00e9action imm\u00e9diate, mais vole la vedette du message publicitaire. Trop souvent, les gens se souviennent davantage de la blague que de la marque annonc\u00e9e. <\/span><\/p>\n<p><span>N\u00e9anmoins, certaines campagnes ont prouv\u00e9 qu\u2019il \u00e9tait possible de faire autrement.\u00a0<\/span><\/p>\n<h2><span><\/span><strong>Int\u00e9grer l&rsquo;humour avec brio : l&rsquo;exemple de Snickers<\/strong><\/h2>\n<p><span>Au Super Bowl XLIV, en 2010, <a href=\"https:\/\/www.youtube.com\/watch?v=5oG1UrtCpxk&amp;ab_channel=AdArchive\">Snickers a trouv\u00e9 la recette pour faire rire tout en mettant sa marque au premier plan<\/a><\/span><span>. <\/span><\/p>\n<p><strong><span>La s\u00e9quence narrative de la publicit\u00e9 va comme suit<\/span><\/strong><span>\u00a0: la sc\u00e8ne s\u2019ouvre sur un match de football amateur o\u00f9 Betty White incarne un joueur malmen\u00e9 par ses co\u00e9quipiers pour sa mauvaise performance. L\u2019un d\u2019eux lui dit qu\u2019il \u00ab joue comme Betty White \u00bb. Une femme intervient et lui tend alors une barre Snickers. Apr\u00e8s une bouch\u00e9e, le joueur redevient un jeune homme athl\u00e9tique, r\u00e9v\u00e9lant que le personnage n\u2019\u00e9tait qu\u2019alt\u00e9r\u00e9 par la faim. La publicit\u00e9 se conclut sur le slogan devenu culte : \u00ab\u00a0T\u2019es pas toi quand t\u2019as faim\u00a0\u00bb.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_image src=\u00a0\u00bbhttps:\/\/leger360.com\/wp-content\/uploads\/2025\/09\/038_snickers-500&#215;380-1.webp\u00a0\u00bb title_text=\u00a0\u00bb038_snickers-500&#215;380&Prime; url=\u00a0\u00bbhttps:\/\/www.youtube.com\/watch?v=5oG1UrtCpxk&#038;ab_channel=AdArchive\u00a0\u00bb url_new_window=\u00a0\u00bbon\u00a0\u00bb align=\u00a0\u00bbcenter\u00a0\u00bb _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb border_radii=\u00a0\u00bbon|10px|10px|10px|10px\u00a0\u00bb box_shadow_style=\u00a0\u00bbpreset1&Prime; global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_image][et_pb_text _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb]<\/p>\n<p><span>Ainsi, cette sc\u00e8ne marquante a lanc\u00e9 la campagne <a href=\"https:\/\/www.thedrum.com\/news\/2016\/03\/31\/2010-bbdo-new-york-creates-youre-not-you-when-youre-hungry-campaign-snickers-with\">\u00ab You\u2019re Not You When You\u2019re Hungry \u00bb<\/a>, qui a connu un succ\u00e8s monstre partout dans le monde. <\/span><\/p>\n<p><span data-contrast=\"auto\" xml:lang=\"FR-CA\" lang=\"FR-CA\" class=\"TextRun SCXW107302695 BCX0\"><span class=\"NormalTextRun SCXW107302695 BCX0\">Ce concept a fonctionn\u00e9 parce que la marque se retrouvait au c\u0153ur du gag.<\/span><span class=\"NormalTextRun SCXW107302695 BCX0\"> <\/span><span class=\"NormalTextRun SCXW107302695 BCX0\">Ce qui fait la force de l\u2019id\u00e9e, c\u2019est que la blague et le produit ne font qu\u2019un.<\/span><\/span><span class=\"EOP SCXW107302695 BCX0\" data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><strong>\ud83d\udc49<span> Envie de conna\u00eetre autant de succ\u00e8s\u00a0? <\/span><\/strong><a href=\"https:\/\/leger360.com\/fr\/test-publicitaire\/\" target=\"_blank\" rel=\"noopener\">D\u00e9couvrez comment Cube AI <\/a><span><a href=\"https:\/\/leger360.com\/fr\/test-publicitaire\/\" target=\"_blank\" rel=\"noopener\">peut vous aider<\/a> \u00e0 cr\u00e9er des publicit\u00e9s efficaces \u00e0 tout coup.<\/span><\/p>\n<h2><strong><span>M\u00e9canisme d\u2019un gag qui marque<\/span><\/strong><\/h2>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><strong>L\u2019humour capte l\u2019attention<\/strong> : quand on attend la chute d\u2019une blague, on est plus concentr\u00e9 et on ressent des \u00e9motions positives.<\/li>\n<li><strong>Mais la m\u00e9moire agit vite<\/strong> : si la marque n\u2019appara\u00eet qu\u2019apr\u00e8s le gag, c\u2019est la blague qu\u2019on garde en t\u00eate, pas le produit.<\/li>\n<li><strong>Ce que la recherche d\u00e9montre<\/strong> : l\u2019humour am\u00e9liore la m\u00e9morisation quand il est associ\u00e9 \u00e0 de forts signaux de marque.\n<ul>\n<li>Une \u00e9tude d\u2019Oracle a montr\u00e9 que\u00a0<a href=\"https:\/\/www.forbes.com\/councils\/forbesbusinesscouncil\/2022\/12\/22\/being-funny-pays-off-lets-bring-humor-back-to-advertising\/?utm_source=chatgpt.com\" target=\"_blank\" rel=\"noopener\"><strong>90 %<\/strong> des gens sont plus susceptibles de se souvenir d\u2019une publicit\u00e9 si elle est dr\u00f4le<\/a> et que <strong>72 %<\/strong> pr\u00e9f\u00e8rent une marque qui emploie l\u2019humour \u00e0 ses concurrentes.<\/li>\n<li>Les neurosciences confirment aussi que l\u2019exposition pr\u00e9coce aux actifs de marque (logo, slogan, \u00e9l\u00e9ments distinctifs) augmente la m\u00e9morisation et la reconnaissance.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>Essentiellement, Snickers a \u00e9vit\u00e9 le pi\u00e8ge en fusionnant humour et identit\u00e9 de marque.<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>La mise en sc\u00e8ne \u2014 Betty White sur le terrain \u2014 repr\u00e9sentait la faim.<\/li>\n<li>La r\u00e9solution \u2014 manger une barre Snickers pour redevenir soi-m\u00eame \u2014 repr\u00e9sentait la marque.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h2><strong>Le pi\u00e8ge des pubs de 30 secondes<\/strong><\/h2>\n<p>Beaucoup de publicit\u00e9s attendent trop longtemps avant de montrer la marque. Trop souvent, le gag arrive au milieu et le logo de la marque seulement \u00e0 la fin. \u00c0 ce moment-l\u00e0, l\u2019attention est d\u00e9j\u00e0 retomb\u00e9e. Les gens ont ri, mais ce qu\u2019ils retiennent c\u2019est la blague, pas l\u2019annonceur.<\/p>\n<p>Autrement dit, c\u2019est un peu comme raconter une bonne blague \u00e0 un souper, mais dire ton nom seulement quand tout le monde met son manteau pour partir. Trop tard pour marquer les esprits.<\/p>\n<h2><strong>Bien int\u00e9grer l&rsquo;humour en publicit\u00e9, \u00e7a rapporte<\/strong><\/h2>\n<p>Snickers n\u2019a pas seulement fait rire. La campagne a aussi g\u00e9n\u00e9r\u00e9 des r\u00e9sultats commerciaux impressionnants. D\u00e8s la premi\u00e8re ann\u00e9e, les ventes mondiales ont bondi de 15,9 % et la marque a gagn\u00e9 du terrain dans 56 des 58 march\u00e9s o\u00f9 la publicit\u00e9 a \u00e9t\u00e9 diffus\u00e9e. <span style=\"font-size: 16px;\">En mettant Snickers au c\u0153ur de la blague, la marque a trouv\u00e9 une fa\u00e7on dr\u00f4le et efficace de rester en t\u00eate.<\/span><\/p>\n<h2><strong>La le\u00e7on marketing \u00e0 retenir<\/strong><\/h2>\n<p>L\u2019humour est un puissant moteur. Il peut propulser les marques et les ventes rapidement. Mais pour que l\u2019humour serve r\u00e9ellement la marque, il faut savoir l\u2019int\u00e9grer de la bonne fa\u00e7on, d\u00e8s le d\u00e9but.<\/p>\n<p>Snickers a prouv\u00e9 que lorsque la marque fait partie int\u00e9grante de la blague, elle gagne \u00e0 la fois en ventes et en notori\u00e9t\u00e9.<\/p>\n<p><strong>\ud83d\udc49<span> Envie que vos publicit\u00e9s fassent rire et vendre? <\/span><\/strong><span>D\u00e9couvrez comment<strong> Cube AI <\/strong>peut vous aider \u00e0 cr\u00e9er des campagnes marquantes.<\/span><\/p>\n<p>[\/et_pb_text][et_pb_button button_text=\u00a0\u00bbContactez-nous\u00a0\u00bb module_class=\u00a0\u00bbhs-cta-trigger-button hs-cta-trigger-button-153049436245&Prime; _builder_version=\u00a0\u00bb4.27.4&Prime; _module_preset=\u00a0\u00bbdefault\u00a0\u00bb global_colors_info=\u00a0\u00bb{}\u00a0\u00bb][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L&rsquo;humour en publicit\u00e9 peut s\u2019av\u00e9rer \u00eatre une arme \u00e0 double tranchant. On l\u2019a tous d\u00e9j\u00e0 v\u00e9cu : lorsqu\u2019une pub est dr\u00f4le, elle se partage facilement au travail ou devient un sujet de conversation entre amis. Mais quand on essaie de se rappeler de quelle marque il s\u2019agissait, personne ne s\u2019en souvient. C\u2019est tout le paradoxe de l\u2019humour en publicit\u00e9. La blague fait rire, capte l\u2019attention et provoque une r\u00e9action imm\u00e9diate, mais vole la vedette du message publicitaire. Trop souvent, les gens se souviennent davantage de la blague que de la marque annonc\u00e9e. N\u00e9anmoins, certaines campagnes ont prouv\u00e9 qu\u2019il \u00e9tait possible de faire autrement.\u00a0 Int\u00e9grer l&rsquo;humour avec brio : l&rsquo;exemple de Snickers Au Super Bowl XLIV, en 2010, Snickers a trouv\u00e9 la recette pour faire rire tout en mettant sa marque au premier plan. La s\u00e9quence narrative de la publicit\u00e9 va comme suit\u00a0: la sc\u00e8ne s\u2019ouvre sur un match de football amateur o\u00f9 Betty White incarne un joueur malmen\u00e9 par ses co\u00e9quipiers pour sa mauvaise performance. L\u2019un d\u2019eux lui dit qu\u2019il \u00ab joue comme Betty White \u00bb. Une femme intervient et lui tend alors une barre Snickers. Apr\u00e8s une bouch\u00e9e, le joueur redevient un jeune homme athl\u00e9tique, r\u00e9v\u00e9lant que le personnage [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":25618,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"footnotes":""},"categories":[876],"tags":[],"post_language_cat":[39],"class_list":["post-25623","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-expertise-de-marche","post_language_cat-fr-market-intelligence"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Humour en publicit\u00e9 : comment faire pour bien l&#039;int\u00e9grer? - Leger<\/title>\n<meta name=\"description\" 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