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For better or worse, brands have been cracking jokes for as long as advertising has existed. 

Serving as a powerful tool to capture attention and retain interest, humour engages audiences whilst creating long-lasting impressions. Evoking laughter enables marketers to create a positive emotional connection with consumers in the same way we would with our friends. In this way, brands can capitalise on our shared pleasure in laughter and build humanlike relationships with their audience. 

That said, it’s not all smiles and rainbows. As with inter-human interaction, humour isn’t always successful in evoking laughter and fostering relationships. The subjectivity of humour and the wildly varied reception it receives is no different between brands and their audience. This makes it all the more imperative for businesses to not merely know their audience, but to also understand what makes them tick.

What are the Benefits of Using Humour in Ads?

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An obvious answer, for sure. But one I’m contractually obliged to explore. So, here we go. 

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Standing out From the Crowd

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Perhaps the most obvious point would be that humour helps brands stand out from their competitors. A well-crafted humorous campaign can set a brand apart in a crowded market, ideally leaving a lasting impression on its audience. This is very much the case for Dr Squatch, whose soap ads make a purposeful effort to stand out in their field through the humour they employ. 

Humour, for better of worse (more on that later) grabs attention. It can capture people’s attention quickly and effectively, making ads stand out. In this sense, it also enhances recall; people are more likely to remember things that made them laugh. Boring ads fade from memory faster than a balloon in the wind, but the jokes stick with you. 

This is due to the way humour creates positive associations in our brains. As a social phenomenon, humour generates positive emotions for us and those we share it with. Naturally, these can be transferred to the brand or product being advertised. 

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Replicating Humanlike Interactions

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There is something to be said about the very nature of sharing jokes too, as we’re much more likely to share something we found funny with a friend. Similarly, humour can foster a sense of connection and community between the brand and its audience. In this way humorous ads take advantage of these human traits, increasing the reach and visibility of the campaign whilst also encouraging engagement with the brand itself.

In this sense, brands that adopt humour for their ads are seeking humanise their customer-brand relationship. Jokes not only bring people together, they also show personality. Communicating in a way that attempts to subvert the limiting nature of the transactional relationship itself. Making the audience feel comfortable and helping to establish a relatable and likeable brand personality.

Furthermore, making jokes is also a matter of confidence. A voice that can successfully be humorous and communicate effectively is evidently a confident, articulate one. This is another humanlike trait brands adopt when utilising humour. Obviously this doesn’t work all of the time, but confident communication can help reduce resistance. Lowering an audience's guard and making them more receptive to the message being conveyed. 

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Broadening Those Horizons

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Lastly, jokes engage a diverse audience by (hopefully) appealing to a broader demographic than they might previously have accessed. Such is the case for Old Spice, whose surreal video ads were not only instantly recognisable, but also extremely memorable. In terms of marketing, this makes it an incredibly versatile tool and allowing brands to display a great understanding of their target audience - providing it can be pulled off effectively, of course.

Though humour itself differs from person to person, laughter itself is unquestionably universal. It’s up to brands to know their demographic like the back of their hand and to channel this understanding with their voice however they see fit. The better you know your audience, the easier it should be to make them laugh and get them on board. 

But what happens when you get it wrong?

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What are the Drawbacks to Using Humour in Ads? 

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The psychology behind laughter is clear. It makes people feel connection and understanding, however this can also backfire. If people miss the joke or find it offensive, it’ll more than likely have the opposite of the desired effect. 

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Subjectivity

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As I’m sure you’re all aware, humour is subjective. What is funny to one person can be offensive to others. Hardly rocket science. And yet, this is something some businesses struggle to grasp. The consequences of ‘miscalculating’ how marketing can be received can ultimately alienate or upset a portion of the audience. 

It goes without saying, but sometimes attempts at humour can fail or backfires spectacularly. Jokes that cross legal or ethical boundaries can leave brands open to potential lawsuits and potentially well-earned negative publicity and damage to their reputation. 

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No such thing as bad publicity?

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One such case is the leaked Ford India ad from 2013 - featuring three women tied up in the boot of Silvio Berlusconi’s car. The ad, which can only be regarded as trivialising kidnapping, was released at a time when violence against women was at the forefront of debate in India. Ford apologised for the glaringly obvious implications.  

The discriminatory nature of these ads is abundantly clear, and jokes that don’t align with the brand’s perceived identity or values can create a disconnect and deter consumers. Offensive attempts at humour leave a lasting wrong impression about a brand that can tar their image long after the ad is taken down. 

Sometimes though, the aim is to be controversial without any fear of repurcussions. In instances like these, it’s clear the intention is to stir things up. For those with a niche audience and no qualms about their jokes insulting them, the sky seems to be the limit. The same cannot be said for brand’s who need to appeal to a large, multinational demographic. Who naturally have to be much more tactful with how they do things.

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Stagnation 

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It’s not all a matter of controversy. Humour can simply be too niche, too broad, or just too cliché or cringe.

Additionally, humorous content can quickly become outdated or stale, reducing its long-term effectiveness. Such as the absurd Nando’s dictator ad, or the series of annoying Go Compare ads. Both impacted the respective brand’s reputation to varying degrees - the latter going so far as ‘killing off’ their character in response to their audience being sick of him.

Sometimes, the humour can overshadow the actual marketing message, making it unclear what the ad is promoting. Excessive or misplaced humor often distracts from the main product features or benefits being advertised, becoming confusing rather than comedic. 

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Conclusion

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That’s that. Humour good when done right. But also, humour bad when done wrong. Thanks for reading, have a nice day.

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If you run an e-commerce brand and are looking for a digital marketing partner to take your business to the next level, book a call with one of our team.

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Written by Conel Freeman Harrison - Content Marketing Executive