Some companies are a little afraid of this approach, and it is not for everyone. However, the best way to capture a reader's attention and have them associate you with good, positive emotions, is to make them laugh. Don't take yourself (or your business) so seriously. Being humorous in an ad does not mean you are not professional. So take a chance, as long it is actually funny, and in good taste.
Take a look: http://designyoutrust.com/2012/04/08/funny-zoo-advertisements/
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