In the dynamic and often overcrowded world of advertising, brands are constantly searching for ways to stand out. From heartwarming narratives to shock value, the approaches vary widely, but one strategy that remains perennially popular is humor. The question, though, is: does humor in advertising actually work? In many cases, the answer is yes, but as with all tools, its effectiveness depends on how it is used. Humor, when deployed skillfully, can build brand affinity, capture attention, and even drive sales. However, when it misses the mark, it can alienate audiences or fail to deliver the desired message. In this post, we’ll explore the role of humor in advertising, its benefits, challenges, and examples of campaigns that got it right (and a few that didn’t).
Why Humor Works in Advertising
Humor in advertising is powerful because it taps into universal human emotions. Laughter and amusement are emotions that everyone experiences, and they can create positive associations with a brand or product. But why exactly does humor work in this context?
1. It Grabs Attention
One of the main challenges in advertising is cutting through the noise. With consumers exposed to thousands of ads every day, standing out is no easy task. Humorous ads are more likely to grab attention simply because people are drawn to things that make them laugh. A well-executed joke or amusing visual can stop someone mid-scroll on their phone or keep them from changing the channel during a commercial break.
In 2015, Old Spice released its now-iconic ad campaign featuring actor Terry Crews. The ad’s over-the-top humor, absurd visuals, and hyper-energetic delivery grabbed attention immediately. The ad’s success wasn’t just about getting noticed, though—it also positioned Old Spice as a quirky, youthful brand.
2. It’s Memorable
Beyond simply grabbing attention, humor can help make an ad more memorable. When consumers are entertained, they’re more likely to remember the brand or product associated with that entertainment. Laughter also triggers dopamine release in the brain, which enhances memory retention. Therefore, a funny ad isn’t just more likely to be noticed—it’s also more likely to stick in the viewer’s mind long after they’ve seen it.
Take Geico’s series of humorous ads featuring their gecko mascot or the “Hump Day” camel. Both of these campaigns stuck with viewers for years, largely because they made people laugh. As a result, Geico’s brand awareness skyrocketed, positioning them as one of the top car insurance companies in the U.S.
3. It Humanizes Brands
Humor can humanize a brand, making it feel more approachable and relatable. In today’s market, consumers don’t just want to buy products; they want to buy from brands they connect with on a personal level. By using humor, brands can foster a sense of likability and trust. When a company shows that it doesn’t take itself too seriously, it becomes more accessible.
For example, the Dollar Shave Club’s viral video ad, which humorously highlighted the brand’s subscription model and razor blades, not only entertained viewers but also conveyed a message that Dollar Shave Club understood the frustrations of overpriced razors. The humor made the company appear down-to-earth and relatable, helping it stand out in a crowded marketplace.
The Pitfalls of Humor in Advertising
While humor has its advantages, it’s important to acknowledge that it’s a double-edged sword. Poorly executed humor can lead to confusion, alienation, or even backlash. Let’s take a look at some of the challenges brands face when incorporating humor into their campaigns.
1. Cultural Sensitivity
Humor is subjective, and what’s funny to one person might be offensive or confusing to another. This challenge is especially pronounced when brands target a global audience. A joke that lands well in one country may fall flat or cause offense in another due to differences in language, culture, and values. Advertisers need to walk a fine line between being edgy and being offensive.
One infamous example of humor gone wrong was Pepsi’s 2017 ad featuring Kendall Jenner. The ad was meant to address social justice themes but was criticized for trivializing serious protests and movements. Pepsi quickly pulled the ad, issuing an apology. This case illustrates how humor, when used inappropriately, can backfire and damage a brand’s reputation.
2. Risk of Overshadowing the Message
Sometimes, humor can be so entertaining that it overshadows the product or service being advertised. The joke becomes the focal point, and the brand message gets lost in the laughter. This is a common pitfall, especially in ads where the humor has little to do with the product itself.
A 2010 Super Bowl ad for Snickers, featuring Betty White getting tackled in a game of backyard football, was a huge hit. People loved the humor and shared the ad widely. But while it succeeded in capturing attention, some viewers found it difficult to recall the product being advertised. Brands need to strike a balance between humor and message to ensure the product remains front and center.
3. Appealing to the Right Audience
Humor is subjective, and different demographics respond to it in different ways. What one group finds funny, another group might find offensive or childish. Brands need to ensure their humor aligns with their target audience’s preferences and sensibilities.
For instance, ads targeting younger, more tech-savvy audiences can get away with memes, sarcasm, or absurd humor. A great example is Wendy’s Twitter presence, which is full of witty, sarcastic comebacks that appeal to their younger demographic. On the other hand, brands targeting older or more conservative audiences may need to use humor that’s a bit more reserved or classic in style.
Examples of Successful Humorous Advertising
While there have been missteps, there are plenty of examples where humor has worked beautifully in advertising. Here are some notable campaigns:
1. The “Priceless” Campaign by Mastercard
Mastercard’s long-running “Priceless” campaign used humor in a more subtle, heartwarming way. While it wasn’t laugh-out-loud funny, the ads used humorous situations that many people could relate to, such as dealing with children, pets, or travel mishaps. This humor, combined with an emotional connection, helped Mastercard create one of the most memorable ad campaigns of all time.
2. Poo-Pourri’s “Girls Don’t Poop”
Poo-Pourri, a toilet spray company, used humor to tackle a taboo subject in its viral ad, “Girls Don’t Poop.” The ad was unapologetically funny, using dry humor to talk about a product that might otherwise be embarrassing. The humor worked because it aligned with the product’s unconventional nature, and it was a hit among viewers.
3. Always’ #LikeAGirl Campaign
While not traditional humor, the #LikeAGirl campaign effectively used wit to turn a common insult into an empowering message. The ad challenged the notion of what it means to “run like a girl” by humorously flipping the script and showing strong, capable women. The combination of humor and empowerment resonated deeply with audiences.
Conclusion
Humor in advertising can be a highly effective tool when used appropriately. It grabs attention, makes ads more memorable, and humanizes brands in a way that other strategies often can’t. However, humor is also subjective and fraught with challenges. Brands need to strike a balance between being funny and delivering a clear, relevant message. By understanding their audience and carefully considering the tone and content of their ads, companies can leverage humor to foster strong connections and leave a lasting impression on consumers.
In short, when humor works in advertising, it really works—but when it doesn’t, the consequences can be costly. If you want to know more about the role of humor in advertising, sneak a peek at this site to learn more.
