Let’s face it—your audience is tired. Tired of generic ads, and tired of you telling them why your product is “life-changing.” If your marketing feels like everything else out there, it’s going to hit the same wall of indifference.
That’s where pattern interrupts (PI) come in: they’re the curveballs of marketing. They stop people mid-scroll, mid-swipe, or even mid-eye-roll to pay attention. But let’s not get too serious here—if you can interrupt their expectations and make them laugh, you’ve already won half the battle.
What is a Pattern Interrupt?
It’s when you break the expected flow of information in a way that grabs attention and disarms your audience. Think of it as that one weird uncle at Thanksgiving who starts talking about UFOs during the turkey carving—unexpected, but now everyone’s listening.
In marketing, this could mean humor, surprising visuals, or even a random detour that feels refreshingly different.
Examples of PI
1. Call Out Their Inner Monologue
• Ad Copy: “Let’s not pretend you didn’t click this ad by accident. But since you’re here, check out these shoes.”
Why It Works: It’s self-aware, honest, and instantly relatable. Plus, it’s exactly what they were thinking.
2. Flip the Script on Fear-Based Marketing
• Headline: “This moisturizer won’t solve your existential crisis, but it’ll make your skin look great while you spiral.”
Why It Works: Instead of the usual beauty buzzwords, it’s funny and refreshingly real.
3. Subvert Expectations in Visuals
• Image: A billboard showing a cow holding a cheeseburger with the caption: “We’re confused too. But hey, it’s delicious.” (For a fast-food chain.)
Why It Works: The absurdity hooks people, and the humor keeps it memorable.
4. Poke Fun at Yourself
• Email Subject Line: “This email is probably in your spam folder, but we’re worth it.”
Why It Works: It humanizes your brand and stands out from the polished, overly-confident emails people are used to seeing.
5. Use Ridiculously Specific Comparisons
• Ad Copy: “Our pillows are softer than the puppy you met at the dog park that one time and still think about.”
Why It Works: It’s oddly specific and creates an emotional connection (because, let’s be honest, you’re totally picturing that puppy now).
6. Break the Fourth Wall
• Social Media Post: “This post is just here to remind you to stop doomscrolling. Oh, and also, our product is 20% off.”
Why It Works: It interrupts their behavior while still sneaking in your pitch.
7. Surprise with Irrelevance (But Tie It Back)
• Video Ad: A squirrel narrates the ad, saying: “I know what you’re thinking—what does a squirrel know about software? Nothing. But I’m here because this ad is nuts, and now you’ll remember it.”
Why It Works: It’s unexpected and creates an association with your product (however weird it may be).
Why Pattern Interrupts Work in Marketing
Pattern interrupts lower defenses by being:
• Unexpected: They break autopilot and force people to notice.
• Relatable: A little humor or self-awareness goes a long way in connecting with your audience.
• Memorable: A laugh or a surprise sticks in their mind far longer than a generic pitch.
When your marketing doesn’t feel like marketing, people let their guard down—and that’s when your message actually gets through.
The Golden Rules of Funny Interruptions
1. Know When to Reel It In
Humor is great, but don’t sacrifice clarity. They should laugh and know what you’re selling.
2. Match Your Audience
Your quirky squirrel ad might not work for a financial services firm. Or maybe it would. (Honestly, squirrels could sell me on index funds.)
3. Be Bold, But Relevant
A pattern interrupt isn’t just being random for the sake of it. Tie the surprise back to your product or message.
Final Thought (or Not?)
Let’s practice a little pattern interrupt right here: “Why are you still reading this? You should be out there creating ads that stop people in their tracks. Or eating a sandwich. Both are valid.”
Go break some patterns—and don’t forget, even if your campaign flops, at least you’ll have that squirrel idea. It’s gold.