Irony itself can be elusive to define, but in ads it usually means the ridiculing of conventional persuasive techniques. As far back as 1932, Jack Benny told this joke about the sponsor of his radio show: ‘I was driving across the Sahara Desert when I came across a party of people who had been stranded for 30 days without a drop of water, and they were ready to perish. I gave each of them a glass of Canada Dry Ginger Ale, and not one of them said it was a bad drink.’
Excerpt from: 100 Ideas That Changed Advertising by Simon Veksner
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