Funny Business No ifs, ands or buts: playful visuals, paired with copy promoting your selling points, add up to a standout advertisement.

A toothy smile from a stock photo model doesn't always cutit these days when you're looking to add some visual interestto your advertising. With the exception of promotions forcosmetics, facial plastic surgery and ads for teeth whiteners,pretty faces are getting passé, and other body parts are readyfor their close-ups.

That's the thinking behind the ad shown here, developed forKaiser Permanente, the large HMO, by one of its ad agencies, RappCollins Worldwide. This ad gets an A+ in my book for its peekabooimage of an open-gowned hospital patient-one that gives new meaningto the phrase "covering your butt." In this case, ithumorously complements the headline "Just a reminder,we're terrific at covering what Medicare doesn't." Thead talks about the HMO's Senior Advantage program, whichsupplements coverage for care that Medicare doesn't fully payfor. (This ad is the front of a newspaper insert, with the thebackside showing the patient frontally with a continuation of themessage.)

So how might you use a bit of visual humor distinctively topromote your business? As a plumbing contractor, might you createan ad showing a technician's backside cleavage as he'sbending over to fix a leak? I would. And perhaps try this for theheadline: "Please, no cracks about our 24/7 emergency leakservice. We'll be there when you need us."

Of course, there are many forms of visual humor for ads. Theidea is to juxtapose an unexpected image with your headline whilestill maintaining relevance. If you operate a chain of pizzakitchens, you might playfully ding rivals with an ad showing anoverhead shot of one of those mysterious crop circles with pizzaingredients on it. Maybe the headline would read "If other'large' pizzas never seem large enough, you need to tryRocco's large."

Whatif you own several car dealerships and want to set your ads apartfrom others? A lot has been tried in this area, including thedealer who declared he'd "eat a bug" if you couldfind lower prices than his. But what about engaging a goodcartoonist to draw a scene in which a couple is talking to asalesperson next to a used car in a competitor's lot? Thecaption might read "We don't care if your undercoating ismade with organic avocados. Can you beat George Wagner'sprice?"

You get the idea. A little bit of original visual humor can go along way to help you stand out from the pack.

JerryFisher is a freelance advertising copywriter and author ofCreating Successful Small Business Advertising.