Absurd
Breaks expectations, uses surrealism and paradoxes. Creates memorable effect through unexpectedness.
✓ What to do
• • Use unexpected metaphors • Break logic intentionally • Create contrast with serious topics • Be provocatively creative
✗ What to avoid
• • Don't use in B2B • Avoid in medicine and finance • Don't overdo the shock • Don't forget brand goals
Example Phrases
"We don't sell socks. We sell warm hugs for your feet."
social
"Our pizza is so good, other pizzas get jealous."
ad
"404. This page flew to Mars without permission."
website
Application Contexts
9/10
social_media
Viral content, memes
8/10
advertising
Memorable creatives
6/10
email
Entertainment emails
Brand Examples
Old Spice
FMCG
Absurd ad scenarios
Skittles
FMCG
Surreal communication
MailChimp
Tech
Playful approach in serious niche
In this database
- Entries with this archetype
- Jester — 3 of 36
Archetypes
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