Mass-market brands often use entertaining or even extremely funny advertising strategies to market their products. Super Bowl commercials are the best example; they are watched and talked about primarily for their entertainment value and the funniest commercials stand out and go viral in Social Media.
Luxury brands, on the other hand, usually prefer an aura of serious sophistication, especially in print advertising. Only with TV commercials, they sometimes also aim to be somewhat entertaining. Mercedes Benz, for example, has a number of commercials that try to appeal to a wider audience by not being too serious, especially when advertising their entry-level models to a younger audience.
However, if we look at luxury goods marketing in general, one could get the impression that these brands believe that their affluent customers don?t like to laugh and that only seriousness reflects elegance and quality. It shouldn?t surprise then that they invite parody, such as the fake SNL perfume commercial for ?Red Flag by Chanel.? But could funny and entertaining actually work for luxury brands or would it repel their core customer base" We asked Dion Roy of luxury PR firm AMP3 in New York City.
?With the gap between prosumer, entry-level and luxury closing at an accelerating rate, companies that once had a mon

opoly in their market now have to think very seriously about appealing to other niches. Consumers are more educated and numbed by traditional marketing and PR than ever, an...