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Dave Harland – Copywriting vs. AI

Why we love it: Copywriter Dave Harland loves poking fun at the self-proclaimed thought leaders and trend-hoppers of LinkedIn. And his audience loves him for doing it. This carousel post is a solid satire of the unfortunately still current trend of posting AI tips. Not only is it entertaining, it also positions AI writing tools (and those who espouse their benefits) as laughably inferior to Dave’s own services. What you can learn from it: Consider

crocs – the types of dad’s who wear crocs

Why we love it: Posted on Father’s Day, this has clear topical appeal. And while it’s not really a joke – thanks to the lo-fi meme aesthetic and the list of relatable references (i.e. Dad archetypes that the audience either are, or will recognise from their own father / fathers they know / pop culture), it feels like one. What it is, in fact, is a smart way to shift the Limiting Belief, “Crocs are

icelandfoods – Keeping It Real with Iceland

Why we love it: The execution here isn’t 100% (our joke writers would have a thing or three to say about the flagrant disregard for comedic rhythm). However, in this comparison gag, Iceland manages to poke fun at rival supermarkets and those who shop at them in a brand-safe way. In doing so, they not only position themselves as the go – to supermarket for shoppers who want to “keep it real” (not to mention

Ryanair – From Ariel to Air Travel

Why we love it: In contrast to the other meme from RyanAir we’ve looked at in this issue, this one capitalises on a trending topic (the Little Mermaid remake, and the negative audience response to CGI Flounder). What you can learn from it: The “before X / after X” meme format is an easy and versatile one that any brand can use – either to entertain your audience by highlighting a Relatable Truth (as in

mountaindew – When Stock Photos Steal the Show

Why we love it: Stock photos, paired with a brand-safe Relatable Truth, combined with a dash of topicality? That’s kinda our whole thing here at White Label Comedy (at least, it’s one of our whole things). This carousel from Mountain Dew is more meta than most brand’s memes – demonstrating that they’ve identified their audience’s preferred style of comedy and are happy to lean into it, hard. What you can learn from it: Adobe Stock

Corporate Rebels – Flipping the hiring game

Why we love it: Yes, LinkedIn is a ‘professional’ environment. No, content posted there doesn’t need to be sterile and grammatically flawless. Quite the opposite – when everyone else is posting identikit yawn fodder, showing even a little personality goes a long way. Here, Corporate Rebels have borrowed a pre-existing tweet that aligns with their brand messaging, succinctly sums up a Relatable Truth they know will resonate with their audience, and just so happens to

Doritos – The Sizzle of Summer

Why we love it: Posted on the official first day of summer in the Northern Hemisphere – and during a heatwave in the UK – this couldn’t have been better timed. Combine that topicality with a highly audience specific Relatable Truth, and Doritos have a scorcher of a post. What you can learn from it: As you can see from the comments, this isn’t just wishful thinking from the Doritos team – enjoying a Doritos

Ryanair – Embracing the Solo Throne

Why we love it: The RyanAir team know that memes highlighting their audience’s Relatable Truths around holidays and flying (in this case an unexpected Small Joy) will always resonate with their audience more strongly than attempts to directly showcase the specific benefits of their offering in meme form (e.g. “When you realise you can fly to Majorca for less than £20”). And of course, by reminding the audience of the Small Joys they may have

Greggs – Apple Vision Pro

Why we love it: What does the announcement of Apple Vision Pro – an upcoming ‘mixed reality headset’ – have to do with Greggs’ baked goods? Absolutely nothing – but it had almost all of Twitter talking, and any good social media manager would want a slice of that action. This silly Photoshop inspired by Apple’s original tweet (“things you love in ways never before possible”) makes an instant visual impression – and reflects Greggs’

Yorkshire Tea – Biscuits Tier

Why we love it: If there are two things that are sure to provoke engagement, it’s entertainment… And controversy. Here, Yorkshire Tea combines the two – taking a popular meme format, making it relevant to the world of their audience (who are all about tea, biscuits and cosy, rural British life) and encouraging “arguments” in the comments. Of course, we’re hardly talking politics or religion here – so nobody is going to genuinely argue or

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