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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

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

Ryanair – “cha cha cha”

Why we love it: Ryanair are great at jumping on board a trending topic – and spinning it around so that their take on it fits perfectly into the Ryanair world. Here, they’ve taken the meme that arose from Finland’s Eurovision entry (“cha cha cha”) and connected the dots between the lyrics, and a relatable pain (something Ryanair’s audience love to hate). What you can learn from it: With the right treatment, you can make

jacksflightclub – The Seat Lottery

Why we love it: Jacks Flight Club have paired one of their audience’s Relatable Truths (we’d call it a Small Joy, if you want to get specific) with the oft-used image of Robert Downey Jr looking relieved. It’s not complicated. At all. And yet it’s highly effective. What you can learn from it: The reason this one flew *ahem* is that 12,000 people strongly related to having had (or wishing they could have) the feeling

alexa99uk – Alexa’s Hidden Talent

Why we love it: This is comedy content creation at its laziest – letting your audience write the jokes for you. Here, Alexa UK have found funny UGC (User Generated Content) out in the wild, that speaks to one of their audience’s Relatable Truths (“My kids interact with Alexa in unexpected ways”). All that remained was to give it the minimumeffort ‘screenshot on a branded background’ treatment, and they had a solid post that ended

Ryanair – Gary is a liar

Why we love it: When we write and edit jokes, we obsess over the ‘leap’ we’re asking an audience to make. If the link between setup and punchline is too straightforward, i.e. only a small leap, there’s no surprise and the joke won’t be funny. But if the leap is too big, most of your audience won’t get the joke. Here, RyanAir created just enough distance for the audience to leap from the setup (an

jacksflightclub – The Epic Battle of Priorities!

Why we love it: The air travel industry has a strong track record when it comes to comedy on social media, spearheaded by RyanAir – so it’s great to see Jacks Flight Club getting in on the action. This one’s not so much a joke as a pithily expressed relatable truth – but you can expect to see their memes in a future Swipe File! What you can learn from it: Sometimes all it takes

Delta – Time Flies (2020)

When most airlines were spending more time on the ground than in the sky, Delta posted this tweet, suggesting that a flight into the future might go down well! Using humour to demonstrate that they understand (and share) the current frustrations of their customers. Who’s with us? pic.twitter.com/oheZOFaSzY — Delta (@Delta) October 13, 2020

Kapten – Buttocks (2020)

Synopsis A diverse range of people tell us why Kapten is their choice of taxi app. They’re all voting with their buttocks by sitting in the car — get it? Review Unless you’re the kind of person who’ll giggle at the word ‘buttocks’ (in which case, we can’t help you), this doesn’t particularly qualify as a funny ad. However, we thought it was worth taking a quick look to highlight how important it is to

Lastminute.com – Tired of being tired? (2020)

Synopsis Lastminute.com’s spoof “medical” advert – that pitches their “Holiopathy” pills as an antidote to lethargy and tiredness Review Pro tip: making us laugh takes more than just taking “thing A” and pretending it’s “thing B”. Nice to see Lastminute.com trying their hand at humour – but this one’s unlikely to raise much more than a gentle chuckle. Entry Submitted By Adam Hunt, Creative Director, White Label Comedy

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