Exploring The Strategic Use of Humor to Connect with Audiences, Drive Engagement, and Enhance Brand Loyalty.

“When I die, I want to go out like my grandfather who passed away peacefully in his sleep. Not screaming in terror like the passengers riding on his bus.”.

[Pausing for Laughter]

Everyone loves to laugh. One of the most endearing qualities we seek in others as a species is a good sense of humor. The ability to make people laugh is a highly prized skill.

I worked my way through high school and college performing standup comedy and magic. Those early days taught me the essentials of timing, delivery and the undeniable power of a well-placed joke. Little did I know then, these skills would become invaluable in my long career in marketing where I have incorporated comedy into campaigns for brands such as Coca-Cola, Clairol, Sony and many more.

I’ve learned that humor isn’t just a way to entertain; it’s a powerful tool to engage an audience, build rapport, and make messages stick. Whether it’s based on a clever pun or a witty tagline, humor captures attention and endears brands to their target audiences. It’s the secret ingredient that turns mundane messages into memorable experiences.

Often, brands avoid humor because they fear that their products won’t be taken seriously. Clearly, for certain products, such as those related to health and safety, comedy may not always be the right storytelling genre. But truth be told, many marketing decision-makers simply lack the chutzpah to approve humorous campaigns. And, often, comedic formats struggle to survive the chilling effect of committees and focus groups that fearful brand managers use to filter and test creative campaigns rather than rely upon their own sensibilities.

As marketers, our ultimate goal is to connect with our audience on a personal level. Humor humanizes brands, makes them relatable and fosters a sense of community. It’s not just about making people laugh; it’s about making them feel good about your brand, and in turn, themselves. A good laugh can lead to great business results.

The Science of Humor in Marketing
Humor isn’t just a whimsical addition to marketing; it’s a finely-tuned psychological tool. When people laugh, their brains release endorphins, creating feelings of happiness and relaxation. This “natural high” fosters positive associations with whatever sparked the laughter—in our case, a brand or product.

Early research by Sternthal and Craig in 1973 highlighted that humor increased audience attention and advertising performance, solidifying its role in the industry. A much more recent study by Oracle and conducted by Savanta in 2022, known as the Oracle Happiness Report, explored the significant impact of humor on customer engagement and brand loyalty. The study involved over 12,000 participants from 14 countries and highlighted the growing importance of humor in customer interactions. The study revealed that 91% of all consumers (and 94% of Gen Z and Millennials) prefer brands to be funny, and 78% believe that humor can make brands more relatable.

Yes, I realize that only moments ago I villainized research as the enemy of comedy in marketing and now here I am using this study to defend its use. But since irony can be a form of humor, I think I’m just proving my point.

Humor also significantly enhances the memorability of advertisements. About 90% of respondents stated they are more likely to remember ads that are funny. And 80% are more likely to buy from a brand again if it uses humor.

What’s more, humor boosts social media engagement, with 75% of people willing to follow a brand that is funny on its social channels.

Despite these positive impacts, 95% of business leaders expressed fear of using humor, primarily due to concerns about getting it wrong and potentially offending their audience – resulting in only 20% of brands actively using humor in their advertising.

This gap presents a significant opportunity for marketers with the courage to embrace wit and charm and the dedication to create truly entertaining content.

Humor works because it cuts through the noise, makes brands relatable, and creates a lasting impression. By understanding and utilizing the psychological effects of humor, marketers can craft campaigns that resonate deeply with audiences, fostering both engagement and loyalty.

The Anatomy of Funny
Comedy is serious business. Understanding the structure of humor in marketing is essential for crafting campaigns that resonate with audiences. Humor can be a powerful tool when used correctly, but it requires a deep understanding of its components and the various types of humor that can be employed.

The Power of Surprise
Surprising, unexpected twists and punchlines are a core part of what makes something funny. A surprise can grab the audience’s attention and break through the clutter of repetitive, expected ads. It disrupts the normal patterns people are used to seeing. Unexpected or incongruous elements create a sense of surprise that triggers curiosity and engagement and makes an ad more memorable and stick in people’s minds. Surprise is so closely linked to humor that Aristotle called it “the secret to humor.”

Key Components of Comedy
In addition to the basic element of surprise, there are a number of other components and techniques to infusing comedy in ads and other marketing content.

1. Incongruity: Using unexpected or contrasting elements to create humor. This can involve a “comic triple” where the first two items set up an expectation, and the third item breaks that expectation in a surprising way.
2. Relatability: Tapping into shared experiences, cultural references, and universal human truths that the target audience can easily connect with. This creates a sense of familiarity and makes the brand feel more relatable.
3. Emotional Connection: Evoking positive emotions like happiness, amusement, and entertainment, which then transfer to the brand, making it more likable and memorable. This “emotional contagion” effect is key.
4. Timing: Nailing the comedic timing is critical, especially in the short format of most ads. The rhythm, pacing, and delivery of the humor is essential for maximum impact. It’s not just the writing. The execution can make or break the final result.
5. Simplicity: Keeping the comedic premise and execution simple and easy to understand. Overly complex or convoluted humor can fall flat. The best comedy writing is clear and straightforward.
6. Relevance: Ensuring the humor is relevant and appropriate for the brand, product, and target audience. Irrelevant or off-brand comedy can be confusing or even damaging.
7. Memorability: Crafting a comedic hook or punchline that sticks in the audience’s mind and makes the ad memorable. Great comedy writing is quotable and shareable.
8. Originality: Bringing a fresh, unique perspective and comedic voice to the ad. Unoriginal or derivative humor is forgettable. Skilled comedy writing may revisit time-worn themes, but still feels original and authentic.
9. Brevity: Keeping the comedic moments concise and impactful. Overexplaining or dragging out the humor can diminish the effect. Outstanding writing for ads is tight and efficient.

Types of Humor
Understanding the various types of humor in advertising helps inspire marketers to create memorable and engaging campaigns. Here are some key types of humor with real-world advertising examples:

Slapstick Comedy
Slapstick comedy, perhaps the original style of comedy, known for its physical humor and exaggerated expressions, has a timeless appeal. Doritos’ ad, “Jack’s New Angle”, is a prime example. The commercial features rapper Jack Harlow, who, inspired by the Dorito’s shape, kicks-off a triangle fad, that not only entertains, but also emphasizes the fun and irresistible nature of the product. This approach makes the ad highly engaging and memorable. Watch the ad.

Dark Comedy
Dark comedy juxtaposes comedic elements with morbid or serious subjects, creating a unique and often edgy humor. Liquid Death’s ad, “Murder Your Thirst”, exemplifies this by portraying their water as “murdering” thirst, complete with dramatic, horror-like scenarios. The humor lies in the unexpected twist of using a concept like murder in a light-hearted context to describe quenching thirst. This unexpected and edgy humor makes the brand stand out in the crowded beverage market. Watch the ad.

This Dark Comedy approach extends to all forms of advertising. One award-winning and literally traffic-stopping outdoor campaign we produced for vitamin brand, Stresstabs, featured what appeared to be a man (actually, a carefully posed mannequin) about to leap to his death from atop a billboard with the headline: “Stop. Takes Stresstabs.” The humor not only engaged the audience, but also conveyed the product’s benefits in an unforgettable way.

Self-Deprecating Humor
Self-deprecating humor, where one makes fun of their own shortcomings, is effectively used in Ryan Reynolds’ Aviation Gin ad, “Aviation Gin Process”. Reynolds humorously critiques his own gin-making skills, making the brand more relatable and likable. By showing humility and poking fun at himself, Reynolds builds trust and likability among viewers, making the ad both entertaining and effective. Watch the ad.

Romantic Comedy
Combining themes of romantic love with humor, Match.com’s “Match Made in Hell” ad humorously depicts Satan falling in love with the year 2020. This ad uses the unexpected and humorous pairing of Satan and his love interest, named: “2020”, to create a memorable narrative. The clever and humorous twist on romance captures attention and makes the ad stand out. Watch the ad.

High Comedy
High comedy, characterized by satirical wit and sophisticated humor, is exemplified in BMW’s ad, “Zeus & Hera”, featuring Arnold Schwarzenegger and Salma Hayek as Greek gods adapting to modern life. The ad uses witty satire to depict the gods’ luxurious lifestyles, aligning perfectly with BMW’s brand image of luxury and sophistication. This sophisticated humor appeals to BMW’s target audience, reinforcing the brand’s high-end positioning. Watch the ad.

Situational Comedy
Situational comedy derives humor from the relationships and dynamics of recurring characters. Progressive’s “Dr. Rick” series of ads, where Dr. Rick helps new homeowners avoid becoming like their parents, is a perfect example. The humor comes from relatable, everyday situations and the dynamic between Dr. Rick and his clients. This approach makes the insurance brand relatable and trustworthy, addressing common homeowner anxieties in a humorous way. Watch the ad.

Parody
Parody humor spoofs existing works through imitation and exaggeration. Uber Eats’ Super Bowl ad, “Don’t Eats”, does this brilliantly by showing celebrities eating non-food items, parodying typical food delivery ads. The absurdity and exaggeration highlight the broad range of products Uber Eats delivers, making the ad both humorous and memorable. Watch the ad.

Surreal Humor
Surreal humor features absurd situations that defy logic and reason. Skittles has made this style of humor their trademark via their long-running “taste the rainbow” campaign. Their “Talk the Rainbow” ad showcases this by creating a surreal scenario of teaching a chicken to talk in exchange for skittles. The bizarre and illogical elements create a unique and humorous situation, making the ad memorable and highlighting the playful aspect of the brand. Watch the ad.

Similarly, our Sony car stereo ads took a playful approach. One particularly successful ad depicted a mundane car ride transformed into a concert-like experience, thanks to the superior sound quality of Sony stereos. The unexpected twist of an orchestra stepping out of the trunk caught viewers’ attention and made the message stick. Watch the ad.

Dramedy
Tragicomedy combines comedic elements with dramatic or serious subjects. Heinz Ketchup’s ad, “Unfakeable”, humorously shows the product’s unyielding loyalty, even in serious situations. The mix of humor with a serious theme of product styling reinforces the idea that Heinz is a dependable choice, making the ad both effective and memorable. Watch the ad.

Farce
Farce centers around exaggerated characters dealing with improbable situations caused by miscommunication or mistaken identity. M&M’s Super Bowl ad, “Come Together”, features various characters humorously dealing with unlikely scenarios due to their poor behavior. The exaggerated scenarios and characters create a comedic effect that makes the brand approachable and memorable. Watch the ad.

Wordplay Comedy
Wordplay comedy uses witty wordplay, puns, double entendre, and rhymes to engage the audience. Geico’s “Tag Team” ad employs clever wordplay around the “Scoop! There it is!” song. The witty wordplay makes the ad catchy and memorable, reinforcing Geico’s brand message in a fun and engaging way. Watch the ad.

Deadpan Comedy
Deadpan comedy evokes laughter through a lack of emotion while discussing absurd topics. Mint Mobile’s ad, “Explicitly Premium Wireless”, featuring Ryan Reynolds delivering deadpan humor about the company’s affordable plans is a great example. The lack of emotion in delivering the absurd message makes the ad stand out and reinforces the brand’s message effectively. Watch the ad.

Observational Comedy
Observational comedy draws attention to the unnoticed humor within everyday life. Apple’s “The Underdogs”, humorously highlights remote work scenarios, showing the challenges and absurdities of working from home. The relatable and humorous depiction of everyday situations makes the ad engaging and memorable. Watch the ad.

Know Your Audience
In the realm of humor in marketing, understanding your audience is paramount. The effectiveness of a humorous campaign hinges on its ability to resonate with the target demographic. When humor aligns with the audience’s sensibilities, it can create a strong emotional connection, enhance brand recall, and foster loyalty. However, humor that misses the mark can alienate and even offend potential customers. Here’s how to ensure your humor lands well.

Humor is subjective; what one person finds hilarious, another might find dull or even offensive. Therefore, knowing your audience’s preferences, cultural nuances, and values is crucial. But it is important to direct the humor toward your core audience and not to everyone. Tailoring humor to fit the audience ensures that the message is not only received but also appreciated. This involves thorough market research, social listening, and understanding the psychographics of your key target market.

For example, Wendy’s has mastered the art of using sarcasm and wit on Twitter to engage with their audience. Wendy’s Twitter feed is a goldmine of sharp, sarcastic replies that resonate with their predominantly younger, social media-savvy audience. By understanding their followers’ love for quick-witted humor and playful banter, Wendy’s has built a unique brand personality that stands out in the fast-food industry. This approach has not only increased their engagement rates but also solidified their reputation as a brand that’s in tune with its audience.

Toilet tissue brand Charmin’s #tweetfromtheseat campaign is another brilliant example of knowing your audience. Understanding that bathroom humor can be universally relatable, Charmin encouraged users to tweet from their seats. This humorous and slightly cheeky campaign leveraged a common, everyday activity to create a sense of community and engagement among their followers. The campaign’s success lay in its relatability and the light-hearted way it approached a mundane topic, making it memorable and shareable.

McDonald’s also hit the mark with their Adult Happy Meals, a campaign that combined nostalgia with humor to target an older demographic. Recognizing that many of their customers who enjoyed Happy Meals as children are now adults, McDonald’s reintroduced the concept with a grown-up twist. The campaign featured larger portions and collectible toys designed to evoke a sense of nostalgia. The humor was in the playful idea of adults indulging in what was once a childhood pleasure, making it a hit among older customers who appreciated the nod to their past. This understanding of their audience’s nostalgia, combined with a humorous twist, led to a successful and engaging campaign.

By knowing your audience, you can tailor humor to fit their tastes and preferences, creating campaigns that are not only funny but also impactful and memorable. This personalized approach to humor ensures that your brand stands out and remains relevant in the minds of your consumers.

Know Your Brand
While understanding your audience is crucial, aligning humor with your brand identity is equally important. Humor should not only resonate with your audience but also reflect your brand’s core values and personality. This alignment ensures that the humor feels authentic and enhances the brand’s image rather than detracting from it.

When humor aligns with a brand’s identity, it reinforces what the brand stands for and makes the messaging more cohesive. Brands with a strong sense of identity can use humor to highlight their unique traits, create a memorable impression, and build stronger connections with their audience. However, if the humor used is inconsistent with the brand’s identity, it can confuse or alienate customers.

Geico Insurance is a prime example of a brand that has successfully used humor aligned with its identity. Geico’s ads featuring the gecko and the caveman are iconic in the advertising world. The gecko, with its charming accent and straightforward demeanor, aligns with Geico’s brand identity of being approachable and straightforward in helping people save money on insurance. The caveman, on the other hand, brought a different type of humor, addressing the simplicity of Geico’s services in a way that was both humorous and memorable. Both characters reinforced Geico’s message that switching to their insurance is easy, accessible, and beneficial. Watch the ad.

During the Covid lockdown, our agency created a unique and humorous YouTube film for leading olive oil brand, Filippo Berio. This campaign featured young neighbors humorously sharing a meal together using Filippo Berio olive oil, even though they were quarantined several floors apart in their apartment building. The film was shot remotely, reflecting the constraints of the lockdown while showcasing the brand’s versatility and ability to bring people together even in challenging times. The humor was subtle yet effective, highlighting the warmth and community spirit that Filippo Berio embodies. By aligning with the brand’s identity of fostering togetherness and quality, this campaign resonated deeply with viewers, making it both memorable and impactful. Watch the film.

Aligning humor with your brand identity ensures that your marketing efforts are consistent and reinforce your brand’s core values. By doing so, you create a cohesive brand image that resonates with your audience and strengthens their connection to your brand. When humor aligns with brand identity, it amplifies the impact of your marketing efforts.

Courage to Be Funny
Using humor in marketing requires a certain level of bravery. When done right, humor can significantly enhance engagement, create memorable campaigns, and foster strong emotional connections with audiences. The key is to approach humor with confidence and creativity, understanding that while there are risks, the potential rewards are substantial.

Taking risks with humor in marketing can set a brand apart from the competition. Bold, funny campaigns often capture attention and become viral sensations, leading to increased brand awareness and loyalty. Brands that dare to be different and infuse their marketing with humor are often seen as more approachable and relatable.

There are many examples of brands that have taken risks with humor and reaped significant rewards.

Old Spice transformed its brand image with the “The Man Your Man Could Smell Like” campaign. The bold, humorous approach featured Isaiah Mustafa delivering rapid-fire, absurd scenarios that captivated audiences. This risk paid off, revitalizing the brand and making the campaign a viral success. Watch the ad.

Dollar Shave Club took a big risk with its launch video, featuring the company’s CEO delivering a hilarious, irreverent monologue about the product. The humor was bold and unconventional, but it resonated deeply with the target audience, leading to massive brand awareness and rapid growth. Watch the ad.

Poo-Pourri broke taboos with their “Girls Don’t Poop” ad, which humorously tackled the often-avoided topic of bathroom odors. The quirky, confident humor aligned perfectly with their brand message, leading to widespread recognition and success. Watch the ad.

Making Humor Work: Strategies and Tools

Creating effective humor in marketing isn’t just about being funny; it’s about being smart and strategic. Leveraging data-driven insights, using the right tools, and understanding your audience are key components in crafting humorous campaigns that resonate. 

Humor is most effective when it’s tailored to the audience’s preferences and sensibilities. Using data-driven insights allows marketers to understand what makes their audience laugh and create content that resonates. Analyzing customer data can reveal trends, cultural nuances, and preferences that inform the creation of humorous content.

Netflix’s promotion of the series “Wednesday” is a great example of data-driven humor. By analyzing their audience’s interests and social media behavior, Netflix crafted a campaign that tapped into the love for dark humor and the quirky, gothic style of the Addams Family. The campaign included humorous social media posts, memes, and interactive content that engaged the audience and built anticipation for the show. Watch the ad.

Domino’s collaboration with the hit series “Stranger Things” utilized data-driven insights to create a humorous and nostalgic campaign. By targeting fans of the show, Domino’s crafted ads that incorporated elements from “Stranger Things,” including 80s references and playful nods to the series’ themes. This approach not only entertained but also created a strong connection with a specific audience segment. Watch the ad.

Utilizing the right tools and platforms can enhance the effectiveness of humorous marketing campaigns. 

Social Media

Social media platforms like Twitter, Instagram, and TikTok are ideal for deploying humorous content. These platforms allow for real-time engagement and sharing, making it easier for humorous campaigns to go viral. Brands can use social media analytics to track engagement and adjust their strategies in real time.

Artificial Intelligence (AI)

AI can be a powerful tool in creating and optimizing humorous content. AI can analyze vast amounts of data to identify trends and patterns in audience behavior. Additionally, AI tools can generate content ideas, suggest improvements, and even create personalized humorous messages for different audience segments.

Customer Data Platforms (CDP)

A CDP integrates data from various sources to provide a comprehensive view of the customer. This holistic understanding allows marketers to create highly targeted and personalized humorous campaigns. By knowing the preferences and behaviors of their audience, brands can tailor their humor to match the audience’s tastes and increase the likelihood of a positive response.

Humor in marketing isn’t just a tactic; it’s a powerful tool that can transform the way consumers perceive and interact with a brand. By making audiences laugh, brands can build stronger emotional connections, enhance recall, and foster loyalty. From data-driven insights to understanding your brand and audience, integrating humor into your marketing strategy can yield significant rewards.

Brands willing to take the plunge and find their funny bone will stand out in the crowded marketplace. It takes courage to be funny, but the potential to captivate and engage audiences is well worth the risk. Whether it’s through slapstick humor, witty wordplay, or observational comedy, the right touch of humor can make your brand unforgettable.

So, embrace the challenge, take risks, and find the humor that resonates with your brand and audience. Laughter very well may be the key to your greatest marketing success.