Funny ads are no laughing matter. They’re a serious opportunity

Not everything needs to be so deep—sometimes, a biscuit is just a biscuit. You don’t need to give your customers a life lesson when trying to sell them snacks.

This year’s Cannes selection welcomes a shift from purpose. The world is pretty serious out there, and consumers are getting weary. It’s time for some light-hearted fun and a bit of a laugh. However, there’s a delicate balance to strike. There’s nothing worse than a joke that falls flat.

The key to humor is memorability. People are far more likely to recall a funny scene from a comedy show than a solemn speech about global issues. Take Lynx’s ad at Cannes as an example, ‘Robbery’– a quintessentially British take on a bungled robbery. The ad’s comedic elements, from the deadpan reaction to the fluffy balaclava of the would-be thief, make it memorable. There are even some great one-liners about soup in there.

When thinking about funny ads, it’s not just about clever scenarios but also about reimagining a brand in an unexpected way. Humorous ads stand out because they break the mold and are easier to relate to. Uber Eats’ Cannes-nominated ad, featuring stars like David Beckham and Jennifer Aniston, is a case in point. The nicely played narrative where Aniston forgets her old co-star David Schwimmer is a great play on the idea that the Friends stars aren’t as close in real life as you would believe. A lovely bit of playfulness, coming hot on the heels of the reunion.

You’ve got to commit

We need to take humor seriously. You have to fully commit—being half-hearted won’t work, as audiences can see right through it. And not everyone will find it funny. Some people won’t get the joke.

But having a sense of humor means showing a clear point of view. It’s about saying, ‘This is what we find funny, and if you do too, then you’re our audience.’ This approach carries risks, but the biggest risk is playing it too safe. If you don’t stand out, your brand will be forgotten.

Humor helps shape how people feel about your brand. While heartwarming messages have their place, funny ads are more likely to be effective and memorable. People are more likely to share a funny ad with friends, keeping the brand in their minds. Laughter is infectious, giving your brand a chance to shine.

Hitting the right comedic tone is challenging. Humor is nuanced with many styles, from slapstick to subtle wit. There’s potential for humor in any brand, no matter how serious. But beware – if your attempt at humor falls flat, that’s what people will remember.

As we move past the era of purpose-driven ads, campaigns that bring joy and laughter will be remembered. Brands have successfully used humor for years, and in today’s serious world, they need to inject some light-heartedness into everyday life. Humor can be a powerful remedy; just ensure it’s fresh and original.

• What 15,000 consumers actually think about Cannes Lions winners

• After decades of consistent decline, humor in advertising is roaring back in 2024

• The M&S Christmas ad backlash shows why marketers need to stand up for humor