Sometimes, the best marketing strategy is knowing when to stop taking yourself too seriously. In the world of advertising, a well-timed laugh can be the difference between being ignored and going viral. Humor in advertising has long been a tool to connect with audiences, but when a campaign is sinking, it can also be a lifeline.
Let’s take a look at five real-life examples where brands were heading toward a marketing disaster—until they cracked a joke and changed the narrative.
1. Old Spice: From Irrelevant to Iconic
The Situation
In the late 2000s, Old Spice was seen as your grandpa’s aftershave. Sales were slipping, and the brand lacked relevance among younger consumers.
The Humorous Pivot
Enter “The Man Your Man Could Smell Like” campaign in 2010. With Isaiah Mustafa’s over-the-top charisma and surreal one-liners (“I’m on a horse.”), the ad went viral. It poked fun at traditional masculinity while embracing it with exaggerated humor.
The Result
Old Spice sales doubled within a few months. The brand didn’t just save the campaign—they repositioned themselves for a whole new generation.
2. Snickers: “You’re Not You When You’re Hungry”
The Situation
Snickers was struggling to differentiate itself in a crowded candy market. Market share was slipping, and their traditional ads weren’t landing with a younger audience.
The Humorous Pivot
In 2010, Snickers launched the now-famous “You’re Not You When You’re Hungry” campaign featuring celebrities like Betty White and Joe Pesci acting irrational and aggressive due to hunger.
The humor came from the unexpected transformation—tough guys turning into sweet old ladies and vice versa—and it struck a chord with audiences.
The Result
This single line became a cultural catchphrase. The campaign ran in over 80 countries and helped boost Snickers’ sales by 15.9% in the first year alone.
3. Kmart’s “Ship My Pants”: Wordplay That Worked
The Situation
Kmart was fading fast in the retail wars of the early 2010s. Their in-store experience wasn’t competitive, and their digital presence was nearly non-existent.
The Humorous Pivot
In 2013, Kmart released an online video ad with clever wordplay: “Ship My Pants.” Yes, you read that right. The ad played on the similarity between “ship” and a certain four-letter word to promote their new online shipping service.
Lines like “I just shipped my bed” created the kind of childish laughter that got people talking—and sharing.
The Result
The video racked up over 20 million views within days, pushing Kmart’s online visibility into overdrive. Though the brand still faced long-term challenges, the campaign became a rare viral win.
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Discover how a beer brand made fun of itself—and won the Super Bowl, plus how a fast-food giant used absurdity to capture hearts and wallets. Don’t miss these genius pivots.
