He is the court jester, sincere and frank, he loves to surround himself with the beautiful things in life and always knows how to see the funny side. He likes to entertain and make people feel good through his lightheartedness. Thanks to his irony he can tell things as they are, using his playful tone of voice. Suitable for beverages, children’s products, sweets, professional services.
Objectives: Help others enjoy every moment of their lives.
Strengths: Cheerfulness, light-heartedness and enthusiasm.
Weaknesses: Boring others.
An example of the archetype of the joker: M&M’s has always had the intention of entertaining the viewer with its campaigns, creating a world in which the M&M’s take on human features, talking and joking with each other. In this commercial the M&M’S argue with each other, because they are glued to a single bar. Here the communicative intent is to entertain and make the viewer smile.