Why Humor in Advertising Works
Humor isn’t just about getting a laugh—it’s a psychological trigger. It creates an emotional connection, increases memorability, and encourages sharing. In all five examples above, brands didn’t just use humor—they used strategic humor aligned with their brand identity and customer expectations.
From nostalgic exaggeration (Old Spice) to edgy snark (Wendy’s), each brand found a tone that worked for them. And crucially, they took a risk. The laugh was part of a broader brand pivot—not a gimmick.
Tips for Using Humor in Your Brand Campaign
- Know Your Audience – What makes them laugh? What’s “too far”?
- Stay On-Brand – Funny doesn’t mean off-message.
- Test It First – A/B test content before going full-blast.
- Be Prepared for Backlash – Humor can be polarizing. Always have a crisis PR plan.
- Timing is Everything – In campaigns, jokes that are early or late can miss the mark.
Wrapping Up
Humor in advertising is a high-risk, high-reward game. When done well, it can revive fading campaigns, reposition brands, and spark viral traction. In today’s over-saturated media world, laughter isn’t just good medicine—it might be your brand’s best bet.
