After some year’s in the doldrums, humour in advertising is on the rebound – 75% of UK and US Cannes Lions film award-winners in 2024 used humour (up from 52% in the previous year).
Brands compete not just for attention but for emotional connection, making humour one of the most effective tools to stay relevant and memorable. From witty ad campaigns to viral social media posts, brands that use humour strategically can build stronger bonds with their audiences while driving long-term brand momentum.
“While humour might seem like a ‘cheap trick’, it’s an important part of many brands’ toolkits. Through the lens of momentum, humour conveys vitality and keeps the brand interesting and youthful.”
Source: Tony Lewis Brand Momentum
Chapter IX : Driving Momentum Through Advertising, Page 217
Why Humour Works in Branding
Humour works because it engages audiences on a psychological and emotional level. It triggers positive emotions, making messages more enjoyable and more likely to be remembered. Research shows that people recall ads with humour more effectively than those without it, and laughter can even increase brand loyalty by creating a shared emotional experience.
Beyond recall, humour humanises brands. It strips away corporate stiffness and replaces it with relatability, a quality that today’s consumers crave. Brands that can make their audiences laugh establish trust and approachability—two key ingredients for sustained engagement.
Our research at Vision One, when looking into emotional responses, constantly shows that humorous moments in advertising typically gain the biggest responses.
Humour and Brand Momentum: Keeping the Energy Alive
According to the BPS (The British Psychological Society) and the latest research, humour is a ‘human universal which is important to coping with stress, making friends, learning, being creative and attracting mates’.
In the commercial world, humour is more than just a short-term attention-grabber; it’s a driver of brand momentum. When used consistently, humour keeps a brand fresh and top of mind, preventing stagnation. Brands such as Old Spice, with their quirky, over-the-top campaigns, or Haribo, known for their “kids voices” advertising since 2014, have maintained long-term engagement by making humour a core part of their identity.
One key factor in maximising humour’s impact is understanding its amplification effect in group settings. When ads run during films, documentaries, or other genres commonly watched in groups, the shared experience can enhance the perceived humour of the ad.
People are more likely to reconsider whether they find something funny when they see others laughing, making context an important part of humour-driven campaigns. This shared laughter can trigger wider discussions and extend the brand’s reach beyond traditional marketing channels through viral moments—think memes, GIFs, and shareable video clips. Word of mouth creates this extended reach helping to grow momentum by generating continuous conversations around the brand.
Balancing Risk and Reward: The Fine Line
While humour can be a powerful asset, it’s not without risks. Brands must carefully navigate tone, cultural sensitivity, and audience expectations to avoid backlash. Humour that misses the mark can lead to misunderstandings or even reputational damage.
The key to mitigating risk is testing. Pre-campaign testing with diverse audiences can reveal how humour will be received and highlight any potential pitfalls. Vision One offers actionable insights into audience reactions through its market research, helping brands refine their approach before launching.
The Types of Humour That Work for Different Brands
Not all humour fits every brand. Understanding which style works best depends on the brand’s target audience and core identity:
- Satire and wit are effective for brands that want to project sophistication and cleverness.
- Self-deprecating humour works well for brands seeking to be approachable and down-to-earth.
- Playful or absurd humour appeals to younger audiences and mass-market brands, creating a fun and light-hearted image.
By aligning the style of humour with their brand values and audience preferences, companies can deliver messaging that resonates.
Practical Tips for Injecting Humour into a Brand
For brands looking to harness the power of humour, here are a few key tips:
- Be authentic: Don’t force humour if it doesn’t align with the brand’s voice.
- Tell a story: Humour works best when it’s woven into a narrative rather than presented as a standalone joke.
- Test and adapt: Monitor audience feedback and be ready to adjust.
- Stay consistent: Integrate humour as a long-term strategy, not just a one-off gimmick.
Conclusion
Humour isn’t just about getting a quick laugh—it’s about creating meaningful connections and driving lasting brand momentum. Brands willing to take smart risks and approach humour with authenticity can stand out in crowded markets and foster long-term loyalty. With proper research and thoughtful execution, humour can transform campaigns from fleeting moments into powerful, lasting impressions.
Following the rules of brand momentum, and evidenced based research, you stand a far greater chance of growing your brand. Why not get bag yourself a copy today?
