Humour in Marketing: Pros, Cons and 6 Memorable Campaign Examples

Humour in marketing can make a campaign more memorable, human, and shareable, but it works only when the joke reinforces the brand rather than competing with it. A useful marketing strategy therefore treats humour as a creative device tied to audience, message, and channel, not as a shortcut to attention.

This article looks at where humour helps, where it can backfire, and six campaigns that show different ways brands have used comedy, satire, and playful storytelling. The strongest examples create recognition and emotional connection without losing the product or point of view behind the joke.

Targeting Humour Properly

Humour can travel across audiences, but what people find funny varies by culture, age, context, and platform. Before choosing a tone, marketers need to understand who is likely to see the work, what references they share, and what could be misread. Audience research is useful here because it replaces assumptions about taste with evidence about the people a campaign is trying to reach.

Visual, slapstick, wordplay, and dark humour are among the varied styles that can be used, each with its own unique ability to engage and resonate with a specific target audience. While TikTok's humour is fast-moving and satirical, Facebook and Instagram's approach is more personal, contributing to emotional connections. Humour is not a one-size-fits-all concept, so brands must be aware of the following evolving styles to ensure humour content remains relevant:

Humour can support brand memorability and likability when it fits the product and audience. In one practitioner survey, 55% of executives said humour gets attention better than advertising without humour, while 72% said it can attract buyers to new products. These figures describe the surveyed practitioners, not a universal rule for every category or campaign.

Humorous advertising can capture attention by creating surprise, contrast, or an enjoyable break in a crowded feed. The important question is what people remember afterward. A joke is most useful when the audience can still connect it to the brand, product, or message rather than remembering the punchline alone.

Relatable humour can make a brand feel more approachable because it draws on situations the audience already recognizes. That effect depends on accuracy and tone. When a joke relies on a reference the audience does not share, or treats a sensitive experience too casually, the same attempt at relatability can create distance instead.

Cannes Lions' 2024 Use of Humour Category and B2B Advertising

Cannes Lions formalized humour's growing role in advertising in 2024 by introducing a Use of Humour category across 13 Lions. In its first year, work entered in that category represented 5% of submissions within those Lions. The change does not mean every campaign should be funny. It does show that entertainment and wit are being treated as deliberate creative strategies rather than as incidental flourishes.

The trend of embracing humour in marketing extends beyond consumer-focused campaigns, making significant inroads into the realm of B2B marketing. A notable example is Workday's 'Rock Star' campaign, recognized for its clever use of humour. This departure from conventional B2B seriousness indicates a broader influence on key buyers, with a more playful and engaging approach taking centre stage. Empowered end-users now play a more vocal role in decision-making within the B2B landscape. This shift has prompted B2B marketers to rethink their strategies, targeting a wider cohort of people. The broader appeal of humorous campaigns allows B2B brands to connect with a wider audience, influencing not only key decision-makers but also end-users, who play an active role in shaping purchasing choices.

Pros and Cons of Using Humour in Marketing

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Benefits of Using Humour in Marketing

1. Attention grabbing. Humorous campaigns effectively capture consumers' attention. The element of surprise and delight makes the content stand out in a crowded marketing space.
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2. Viral potential. Humour has the innate ability to go viral. People love to share content that makes them laugh, exponentially increasing the reach of a campaign.
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3. Increased relatability. Funny brands are perceived as more relatable. Humour taps into universal experiences, making the brand approachable and fostering a connection with the audience.
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4. Better recall. The link between humour and higher recall is well-established. People are more likely to remember content that made them laugh, contributing to better brand recall.

Risks of Using Humour in Marketing

1. Risk of alienation. Inauthentic attempts at humour can be perceived negatively. Cracking jokes solely for attention, without genuine wit, risks alienating the audience.
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2. Perceived immaturity. Certain industries require a serious or clinical approach, and humour might communicate immaturity. Marketers must gauge industry appropriateness to avoid potential backlash.
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3. Potential offensiveness. Humour is subjective, and what one audience finds funny, another may find offensive. Care must be taken to avoid inadvertently alienating or upsetting the target audience.
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4. Industry appropriateness. Certain industries, such as healthcare dealing with life-and-death situations, may not be suitable for humour. In these cases, humour could compromise the professionalism of the brand.

While humour has the potential to captivate audiences, its success hinges on its relevance and appropriateness. Marketers must carefully consider their target audience and the media context to ensure that humour resonates rather than alienates. Humour serves as a bridge for building emotional connections. However, it must be seamlessly integrated into the narrative to enhance brand recall. Establishing a genuine link between humour and the brand is crucial for ensuring lasting memorability. The integration of humour should not distract from the primary communication objectives. Aligning humour with brand messages requires a delicate balance to ensure that the humour complements the overarching theme of the marketing campaign. This is why humour works best when it sits on top of a clear brand strategy. Without a defined brand voice and visual identity, humour risks diluting positioning instead of strengthening it. In an era where purpose-driven advertising has dominated, there is a need for marketers to challenge assumptions about when and where humour is appropriate. While not a one-size-fits-all solution, thoughtful consideration of humour's potential benefits is essential for navigating its complexities. Humour may not always be the right fit for every brand or industry. Recognizing its varied potential and understanding the nuances of when and how to use humour requires marketers to approach its implementation with strategic forethought.

How to Use Humour Without Losing the Brand Message

Studies indicate that the effectiveness of humour in marketing varies by industry. Not all products or services may be compatible with humour, necessitating careful consideration of its appropriateness. The type of humour used can impact consumers' attention differently. Relatable humour, grounded in the audience's experiences, tends to have a strong effect on consumer attention, while incongruity-based humour relies on paradoxical statements. While humour can enhance brand awareness, its misuse can lead to brand damage. Marketers need to ensure that humour aligns with the advertised product or theme to avoid unintended negative consequences. Timing and appropriateness are crucial when using humour. Well-executed humour can influence people's moods positively and help brands stand out from competitors. Humour has the potential to enhance the virality of marketing campaigns on social media. By making content funny, brands increase the likelihood of audience engagement and sharing.

Six Memorable Humour Marketing Examples

1. TikTok Logo Girl: TikTok designer Emily Zugay uses deadpan satire in her TikTok posts to mock and critique iconic brand logos, garnering overwhelmingly positive reactions. Notable brands like TikTok and McDonald's have even adopted some of her lo-fi redesigns, providing a humorous break from the usual negativity surrounding logo changes.

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2. Burger King's 'Whopper Neutrality': The ad effectively used humour to communicate a complex issue. Burger King's humorous take on explaining internet neutrality using Whopper burgers showcased the brand's ability to educate with a playful and tongue-in-cheek approach.
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3. KFC 'FCK': The fast food chain demonstrated astute and humorous crisis management with its 'FCK' apology ad, which answered a nationwide chicken shortage. KFC effectively diffused tension by embracing humour and turning a PR disaster into a viral success.

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4. IKEA 'This Ad Can Change Your Life as You Know It': Ikea's innovative use of humour in a print ad, incorporating a hidden pregnancy strip for a discount on cribs, showcased the brand's ability to blend creativity with humour. The campaign engaged audiences in a unique way, emphasizing the brand's playful spirit.
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5. Spotify 'Wrapped': Spotify's out-of-home billboard campaign, 'Wrapped,' humorously unveiled users' quirky listening habits. By turning data into amusing anecdotes, Spotify not only showcased user engagement but also made the brand more relatable through humour.
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6. Metro Trains Melbourne: 'Dumb Ways to Die': An exemplary safety campaign that effectively used humour to convey a critical message, resulting in a viral hit. The campaign conveyed a crucial safety message in an engaging way, thanks to its catchy song and positive vibe.

Two more recent case studies show the same principle in different categories. CeraVe's Michael Cera campaign used an absurd celebrity premise to reinforce a dermatologist-led brand message, while Scrub Daddy's social media marketing turns a recognizable product and its demonstrations into repeatable entertainment.

Humour works best when it reinforces a clear message, matches the audience and medium, and leaves enough room for the brand to be remembered after the joke. Cannes Lions' category reflects how seriously the industry now treats entertaining creative, but humour remains a strategic choice rather than a universal formula.

For teams deciding where humour fits into a wider campaign, Brand Vision's marketing consultation can help assess audience, positioning, channels, and creative priorities before execution.