#2 Durex
Comedy creates positive associations in people’s minds, making the brand easier to remember.
In a 2022 survey across 14 countries, 80% of consumers said they are more likely to buy again and recommend brands that make them laugh.
Funny ads, if cleverly executed, are interesting because we are wired to pay attention to the unexpected.
"There are many reasons why this happens; purely on a physical level using humor lowers cortisol (the stress hormone) and increases dopamine (the pleasure neurotransmitter). This makes people far more receptive to the ad’s message," HumourScope founder Paddy Gilmore tells Bored Panda.
It’s really hard to come up with just the right amount of humor in ads, since there are many risks — funny content can be easily misunderstood if not done right, it can also offend the audience or distract from the brand message.
Many brands also get humor wrong by treating it as an afterthought.
"One of the biggest mistakes (the brands make) is if the humour is unrelated to the product," says Gilmore.
Over the last 20 years, these challenges have pushed brands to move away from humor and instead favor safer and more serious tones, according to a report.
The pandemic and global recession made the brands even more cautious, the report says.
#8 Utah Ski Resort Gets A 1-Star Review From A Guy In Los Angeles Because The Mountain Was Too Difficult. They Used The One-Star Review To Advertise It
But funny is gradually coming back in fashion, after Cannes Lions, an international festival that rewards creativity, introduced a dedicated Humor category in 2023.
With funny content and memes taking over social media as well, brands have once again started using the comedy angle in their campaigns.
“When Cannes adds a humour category, that merely adds credence to what creatives have suspected for years now — humour is one of the most effective ways to make a complicated point in a sharp, succinct way,” says Hayden Scott of Virtue Asia.
The festival led to a sudden rise, and data shows that 75% of US or UK winners used humor in their campaigns in 2024, up from 52% in 2023.
Humor is like a secret weapon that companies can use to engage consumers and start viral conversations.
Gilmore says brands should explore humor in more depth. "They should go beyond either ignoring it or including bland statements in their brand guidelines like, 'We are funny, but never at the expense of other people.' That may sound well-meaning, but if you’re trying to create great marketing, it’s a load of rubbish."
When a product itself isn’t very interesting, such as eye glasses or a shipping company, funny content helps capture some attention.
“Humor works astoundingly well in B2B marketing. And the B2B brands who know this treat it like a well-kept secret in their marketing toolbox. It’s good for them, good for their clients and – most of all – good for the bottom line,” says Gilmore.
Humor in advertising is also evolving, reflecting shifts in culture and audience tastes.
One trend that’s been especially noticeable lately is 'cringe' humor, says Gilmore.
"But just because it's been popular doesn't mean a brand should jump on the bandwagon and do that. After all, if you do what everyone else is doing, what's your chance of cutting through the clutter?" he adds.
Brand battles take humor in their campaigns a step further.
Pepsi’s Halloween ad that shows a Pepsi can with a Coca-Cola-like cape, delivers a playful and competitive message — it pushes the other brand to defend themselves, but also highlights its own strengths.
These kinds of ads feel less like a sales pitch and more like a shared joke with the buyers or loyal customers of the brand.
