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Commercials and advertisements daily?
Commercials and advertisements daily?
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Guest
Guest
Oct 13, 2025
9:24 PM
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How can your communication message stand out in a world where consumers are bombarded with thousands of This is a question that concerns many organizations. While hooks seem to be the ultimate solution for breaking through public aversion to advertising, "hook fatigue" is setting in. Due to the widespread use of hooks, only the most original messages achieve the desired viral spread.
This article will use scientific research to substantiate why, despite some pitfalls and risks of linking up, it is worthwhile to link up with relevant or recent events.
Definition of a hook
A hook is a communication message, often in the form of an advertisement, that addresses a current event or trending topic. Hooks are classified as hero content because they aim to capture the audience's attention and expand the organization's reach. Because the hook's theme is heavily featured on social media, it's likely to generate thousands of likes, shares, and comments. This represents an excellent opportunity for brands to build brand awareness.
Good pun or lame joke?
It's no wonder that a funny pun or image attracts attention. Companies are massively embracing the age of parody, as Fournier and Avery argue. The age of parody is defined as content that parodies reality. This gives organizations and consumers the opportunity to criticize or address topics with a wink. For example, Randstad Netherlands and Grolsch created a thoughtful Instagram post about the failed athletic performances of Sven Kramer and Yuri van Gelder.
Examples of Twitter
While Grolsch's commercial went viral, receiving 10,000 shares and a staggering 43,000 likes and 3,000 comments, it also received a mountain of criticism . Consumers who couldn't see the humor in it vowed to never drink another drop of the brand . Based on Jean's previous research, this was a predictable trend. A parody that disparages a competitor or an individual isn't appreciated by the public. Something to keep in mind!
Positivity! Instead of bashing competitors, you can embrace them. For example, like Albert Heijn did with its Gay Pride campaign. Campaigns are often intended to generate sympathy for an organization, because sympathy creates a positive brand association . Well done , Appie.
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