WARC’s new report, What’s Working in Humorous Advertising, unpacks how brands across industries – from Snickers to Specsavers – are using comedy to cut through clutter and build lasting connections.
Why humour matters
People remember what makes them feel something, and humour is one of the quickest ways to create that connection. It cuts through the noise, grabs attention, and makes brands more likeable. That’s why ads built on humour – like “Should’ve gone to Specsavers” or Snickers’ “hunger tantrums” – have stayed in people’s minds for years.
But it’s not just about being funny; it’s about being human. A well-placed joke can turn a faceless brand into something relatable. In crowded or traditionally dull categories, humour is often the difference between being ignored and being impossible to forget. Just ask Liquid Death, which made water cool, or Xero, which turned accounting into entertainment.
Takeaways
- Humour as a memory hook: Comedy disrupts expectations, it makes consumers stop, engage and then remember.
- Relatability is key: Universal insights – like Snickers’ “You’re not you when you’re hungry” – resonate across cultures and markets.
- Celebrity x humour drives fame: Well-executed humour paired with celebrity endorsements (like Specsavers’ Rick Astley campaign) boosts brand impact.
- The commercial case for comedy: Humour can supercharge marketing ROI. Ads with humour are 6.1x more efficient at driving market share growth than neutral or dull ads.
Bottom line
Humour isn’t only a creative choice – it’s a strategic advantage. Get it right and your brand can be assured of greater recall, higher engagement, and stronger commercial impact. That said, use of humour in communication demands deep consumer insight, cultural awareness, and the consistency to land well.
Source: warc.com
