A Norwegian business school ad that wins with humor
Norwegian ad agency Try has created this humorous TV Commercial for BI Norwegian Business School in Norway.
What the “Strip” format is doing
This film is built like a short, punchy scenario where comedy does the explaining. The title “Strip” signals a reveal. Here, “Strip” means a quick reveal structure. Set up one situation, then strip it back to the point. The joke is the hook, and the point lands after you’ve already committed attention.
When recruitment advertising works, it makes the viewer feel the consequence of being unprepared or underestimated. Then it positions education as the fix.
In higher-education recruitment, attention is scarce and differentiation is hard, so a clear comic scenario can compress the message into something people remember.
The real question is whether your recruitment message can earn attention before it asks for belief.
Why a humorous recruitment ad can outperform “informative” messaging
A humorous scenario is often stronger than an information-led message when you need reach beyond paid media. People rarely share program facts. They share moments. A comedic execution creates that moment, and it travels because it is easy to retell.
Extractable takeaway: If you want your recruitment message repeated by people who owe you nothing, build a retellable moment first and attach the proof after.
It also flatters the audience. If the viewer gets the joke quickly, they feel clever. That positive emotion transfers to the brand.
Stealable moves for recruitment marketing
- Lead with one simple situation. One scene. One tension. One payoff.
- Make the title do work. A strong title sets expectation and primes the reveal.
- Earn the brand message late. Let the scenario pull people in, then attach the takeaway.
- Keep it culturally specific, but universally readable. Local tone helps, but the human moment should translate.
A few fast answers before you act
What is BI Norwegian Business School’s “Strip” ad?
It is a humorous TV commercial created for BI Norwegian Business School, designed as a short scenario that makes a recruitment point memorable through comedy.
Who created the ad?
The film is credited to Try Reklamebyrå for BI Norwegian Business School.
Why use humor for a business school recruitment message?
Humor increases attention and recall. It also makes the message easier to retell, which helps recruitment campaigns travel beyond paid media.
What is the main creative mechanism at work?
A single situation creates tension, then the reveal resolves it. That structure delivers a clear takeaway without feeling like a brochure.
What is the biggest risk with this approach?
If the joke is stronger than the takeaway, viewers remember the gag but not the school. The brand connection has to be unmistakable in the final beat.