How to be funny: A practical guide for brands from the most human agency

Does the gravity of the coronavirus pandemic and battles for social justice call for brands to take a serious approach to their advertising? Or should they use humour to lighten the mood, stand out and provide some escape?
  • The first step in giving you brand a good sense of humour is understanding your brand’s personality type.
  • If done well, humour can be a means of encouraging people to engage with difficult topics.
  • The functionalities, constraints, accepted behaviours and even the filters of different social channels have become a creative breeding ground for new types of humour and, to nail the joke, brands need to know the rules.
  • Humour can help brands do some brilliantly unexpected things: respond to criticism, disarm negative perceptions, change minds, convince and ultimately, perform the brand strategy equivalent of a judo flip.
  • If you’re...

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Insights Team
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