Blackadder Creator Tells Cannes That Humour Rules In Pulling Audience

Blackadder Creator Tells Cannes That Humour Rules In Pulling Audience
SHARE
THIS



Two of the planet’s most creative minds have told the Cannes 2015 crowd the best way to engage and audience – and that’s humour.

Advertising legend, Sir John Hegarty (right in photo) and filmmaker and activist, Richard Curtis (Mr Bean, Blackadder, Bridget Jones to name but a few), have joined forces to not just leave the planet a better place than this generation found it, but to espouse the virtues of lightening-up as the most effective way of communicating with others.

Speaking at a press conference at the Cannes Lions Festival of Creativity shortly after stepping off stage to promote their upcoming #wehaveaplan campaign that aims to get to get to seven billion people in seven days and get them to get behind the UN’s goals for humanity, the pair were ardent in their support for laughter being the best medicine.

Asked as to why they had opted for humour as the best way to convey their very serious message aimed at eradicating such things as world hunger, injustice and gender inequality, Sir John Hegarty – the “B” in TBWA and the founder of Bartle Bogle Hegarty and before that – was not backward in coming forward.

“First of all the brief was it’s got to be global, it’s got to work across the world. I think the other thing one wants to do is to create a degree of positivity about something,” Hegarty said.

“It’s very easy to depress people. It’s very easy to impress juries at Cannes with shock and horror and deprivation and all of those things – noble as some of them might be.

“But I personally believe that if you can come out with a message that actually catches people’s imagination, makes them feel good about and the idea of sort of recreating this moment at the United Nations when all of these countries came together and said yes, we have a plan, I thought would be a great thing to do, a positive thing to do, and obviously do it that there not people they’re the animals that represent those countries.

“I think giving people hope is really important and I think it’s great to do that. I think it gets people really sort of activated.

“You know, with all due respect, Richard [Curtis] started a fantastic thing called Red Nose Day, when he got people to stick a red nose on their face to sort of support charity.

“People forget that humour is a wonderful way of communicating. You learn more when you’ve got people smiling and you get more action when you’ve got people smiling. Make sure you’ve got the right smile, but that always works much, much more than just shocking them. It might win with juries in Cannes, but it doesn’t work with the people out there.”

Richard Curtis, the bloke who brought us Four Weddings and a Funeral, Notting Hill, Love Actually and every other decent British rom-com, and who does some pretty amazing charity and activist work on the side had something to say on the use of humour too.

“It’s very interesting when I used to write sitcoms, if ever you wanted to plant a piece of information, you had to do it with a joke. I used to write this show called Blackadder and if you wanted the audience to remember that a certain Lord was coming to dinner they wouldn’t remember it unless you made a funny name for the lord and then they would laugh and they would remember that he was coming to dinner. So I do think that that is one of the ways of making people involved,” Curtis revealed.

Class dismissed!

Please login with linkedin to comment

Latest News

APN Outdoor Boss Says OOH Industry Has “Untapped Potential” As Company Profit Falls
  • Media

APN Outdoor Boss Says OOH Industry Has “Untapped Potential” As Company Profit Falls

Out-of-home media player APN Outdoor has seen its profit fall in 2017 despite an increase in revenue. APN’s overall revenue was up 4 per cent to $342.9 million in the 12 months to 31 December 2017, with digital revenue up 13 per cent and classic revenue stable. However, the company’s statutory net profit was down […]

by B&T Magazine

B&T Magazine
Bureau of Meteorology Apologies For Running Scam Ad About Elon Musk
  • Advertising

Bureau of Meteorology Apologies For Running Scam Ad About Elon Musk

Australia’s Bureau of Meteorology (BOM) has been left red-faced after hosting an ad for a fake news story about Elon Musk leaving Tesla to invest in a new Bitcoin venture. The scam ad, which was noticed by the ABC, started appearing on the BOM site in January. It clicks through to a fake CNN-branded story claiming […]

by B&T Magazine

B&T Magazine
Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries. Although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
Copywriter Raps Best Agency Cover Letter Ever!
  • Advertising
  • Media

Copywriter Raps Best Agency Cover Letter Ever!

For all the joy of firing annoying staff there's the pain of re-hiring. Sadly, most candidates aren't as catchy as this.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]