Boaty McBoatface has high brand awareness

Months ago, the UK polar research ship that might have been named Boaty McBoatface was, in reality, given the dignified name of the Sir David Attenborough (as shown here).

Boaty was one of a list of names that topped a popular online vote but was not chosen. The vote and final decision attracted global attention, including from branding experts.

In Sydney, Transport for New South Wales invited the public to vote for a name for its new ferry. Of course, amongst the top vote-getters (not chosen) were...

Boaty McBoatface

Ferry McFerryface

So despite Boaty not being the actual name of anything, it continues to have high brand awareness and positive emotional associations. For example, Boaty McBoatface won a fundraiser soapbox derby in Magdalen this summer. News coverage of a Teesside firm making thrusters for the new polar research ship included 'Boaty' in the headline. One eBay auction offers the opportunity to name an Eddie Stobart lorry--mentioning 'Boaty' as an example. Sorry, a lorry has already been named 'Teletubby'.

Boaty has inspired other brand monikers. An Australian race horse has been named 'Horsey McHorseface'. Google has named AI software 'Parsey McParseface'. And a pub has changed its brand to 'Pubby McPubface'.

How many brands can inspire as many copycats and chuckles as Boaty?

Top adverts have heart

In marketing communications, facts can be less persuasive than emotion, as the 'top adverts' lists suggest.

Take a look at Adweek's 'ad of the day' and you'll see many adverts that appeal through humour, inspiration and heart-warming emotions. For example, here's an uplifting Samsung advert created to celebrate the Rio Olympics.

Read what Campaign says about the emotion-driven adverts so many brands are producing for the Rio Olympics. Human truths over product features is one of the phrases that stands out in Campaign's analysis. In other words, consider emotional appeals rather than rational appeals for certain adverts and campaigns.

Also look at the Best ads on TV site, where fun, inspiration and other emotional appeals are often showcased in the featured adverts.

When Campaign selected the best Easter 2016 adverts, its picks included lots of humour to stand out from the crowd. It also liked the all-chocolate 'pop-up' bar that Carlsberg beer established temporarily during the Easter season--playing on the love of chocolate.