The Jester archetype, also known as the Archetype of The Fool, is an embodiment of fun, humor and mischief. These unique traits are what make it different from the other 12 Brand Archetypes. The concept of the Jester originates from court jesters that served as entertainment in royal courts to defuse tension and bring humor to situations. The Jester is all about living in the moment and bringing joy and laughter to any situation. This is a recurring character that can be seen across various cultures and media. But is can also be seen in modern brands as well.
Before exploring some examples of Jester brands, let’s talk about The Jester Archetype in film and how this archetype has created some of the most iconic and memorable characters.
The Jester Archetype in Film
In film, The Jester archetype can be seen in Captain Jack Sparrow(Johnny Depp) from the movie, “Pirates of The Caribbean.” He is remembered for his ability to bring humor and wit to the story with his quirky and unpredictable behavior that doesn’t really align with what you would expect from a pirate. He is just here to have fun.
“You Only Live Once(YOLO)!”
DESIRE: Enjoyment
PERSONALITY TRAITS: Optimistic, Care-Free, Playful, Funny, Rebellious, Light-Hearted, Happy-go-Lucky, Fun, Witty, Quirky.
EXAMPLES: Progressive, Budweiser, Mailchimp, Old Spice, Dollar Shave Club, Snickers, Geico, Blendtec, Snickers, Assid, Johnny Cupcakes, Halifax
Examples of the Jester Archetype
Jester brands create desire by expressing humor, cleverness and quirkiness that makes them more memorable and interesting. They are able to take even the most boring or serious topics and make them funny or intriguing. Jester brands may also use humor to challenge societal norms and expectations so this allows them to stand out even more.
Below are 5 examples of Jester archetype brands as well as how they use video commercials to tell their story in unique ways. By studying their commercials, we can gain a better understanding of how they leverage their distinct traits to connect emotionally with customers.
1.) Budweiser
One example of the Jester Archetype is Budweiser. They are known for their commercials that are usually very light-hearted with an emphasis on American lifestyle. Their “Wassup” commercial is seen as one of the most successful of its time because of its memorability and relatability. They used a very simple colloquial phrase to tell a story that people who drink Budweiser might be able to relate to. This commercial, isn’t just about the drink, it is more about the context in which it is used to spark conversation between friends.
2.) Blendtec
Blendtec is a brand with a solid reputation for kitchen appliances. They are also known for their clever marketing strategies which are key to their success. Their “Will it Blend?” campaign is one of the most viral marketing campaigns in the history of the internet. This campaign creatively showcases the power and durability of their blenders by blending a variety of unexpected items, from golf balls to marbles. Even iphones can go down a blender!
The unpredictable nature of the campaign, combined with humor, is what makes it so successful. They didn’t just talk about the boring features and benefits of the product. Instead they used creativity, humor and wit.
3.) Halifax
Halifax is a brand with a strong presence in the retail banking sector. They are known for their wide range of banking and financial services, along with their straightforward approach to banking and finance. Through their campaigns they take a complex topic like banking and finance and they make it more simple and fun for everyone. Halifax can be seen as a fine combination of both the Everyman and Jester Archetype. Through their campaign they strengthen their brand image as a company that always gives you “extra.”
4.) GEICO
Geico is known as an affordable provider of insurance solutions with a focus of simplicity and efficiency. Through their campaigns, they take a boring topic like insurance and they create humor around it to make their brand more interesting. They are known for their iconic GEICO Gecko, along with their memorable commercials. One example is their Hump Day Camel Commercial which has been one of their most successful. They tell stories that customers can relate to while leveraging humor, wit and absurdity to tie in their key message in memorable and creative ways.
5.) Wendy's
Wendy’s is a fast-food restaurant that is well known for humor and wit. Everything from their commercials to their social media content helps to further strengthen their brand’s image as playful, witty and fun. Their “Where’s The Beef?” campaign is one of the most iconic campaigns of all time. It is so simple yet funny and memorable.
In conclusion, The Jester brand archetype is admired for its humorous and light-hearted personality that pushes us to relax and have fun. Brands that embody the Jester archetype are admired for their unique ability to blend humor and wit into their message. They can also be very spontaneous, unpredictable and absurd.
Some perfect examples are Budweiser, Blendtec, Halifax, GEICO and Wendy’s. This archetype can also be seen in film and in other aspects of popular culture. So which Jester brands do you admire the most and why? Let us know in the comments below.
If you enjoyed this article then you may also enjoy my previous one on The 12 Brand Archetypes.
