Editorial ✖ Why using humour is no joke
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“People like a laugh. Simple as that.”
As an industry we have a tendency to overcomplicate things.
But actually, us humans are pretty simple beasts.
All we really want is to be fed, bedded and entertained.
People like a laugh. Simple as that.
Laughing releases endorphins to make us feel happier.
It strengthens our immune system.
Increases our production of antibodies and disease fighting cells.
Activates our sense of wonder.
And recent studies show it can play a big role in data retention.
Well hell, this laughter sounds like a pretty powerful tool.
So logically, if you wanted to engage someone, or get them to remember a message, trying to make them chuckle seems like a pretty good tactic. No?
With all these fabulous benefits of laughter, it’s unsurprising that Hamlet Cigars, Smash Mash and John Smith adverts all firmly sit in the nation’s top 10 of all time.
Just as Monty Python, Fleabag, The Office and The Thick Of It are all up there in Britain’s favourite TV shows of all time.
Think about ads that have really stuck with you. For me, a couple spring to mind.
A man wearing waders gets roundhouse kicked by a bear over a salmon.
A CEO of a drinks major challenges a French exchange student to fight him in a boxing ring on the White Cliffs of Dover.
A moody gorilla lets rip on a drum kit to an 80s classic.
All are unexpected, funny and memorable scenarios.
And very successful adverts for their respected products.
Like, big uplift in sales, successful.
And if you can remember the brand names just from those abstract descriptions, it goes to show that people don’t just remember the joke, they remember the product too.
https://www.youtube.com/watch?v=odCBml5TuNI&t=45s
https://www.youtube.com/watch?v=gP92j-uEnps
Now. We all know everything is a liiiiittle bit shit at the moment.
And we all know that ‘purpose’ is a buzzword that has been flying around for a while, as brands work out what they stand for and how they can help save humanity.
I’m not saying it’s not important for brands to stand for something.
I am a strong believer that creative minds can make a big difference and we have the power to make real lasting change.
But not every campaign has to be about changing the world. Sometimes people just need lightening up a bit.
I’m loving the fact that we’re beginning to see a resurgence of more weird, wonderful, humorous, WFT adverts (almost as much as Jeff Low is, who must be the busiest director in the world right now).
And I really welcome it being pushed further.
For more and more brands to dip their toes back into a more puerile, light-hearted world and to see laughter as a seriously effective tool again.
Humour shouldn't be seen by clients as a cheap play. Or not be taken seriously as a viable way to sell a product.
Puns can be premium. Jokes can be glossy. Products can be punchlines.
And rather than degrading, it's powerful to have a little laugh at your own expense.
It is disarming and memorable. The most likable people can openly laugh at themselves.
Humour should be recognised as a very powerful tool.
For engagement and brand recognition.
For gaining more market share.
For selling more products.
And as an industry we can all play our part by actively pitching more funny ideas to clients.
A drawn out one liner. A WTF scenario. A memorable phrase that works its way into the vernacular - ‘ave it!
Not only will it have the potential to make people remember your product more, but let’s be honest, we could all do with a bit of a laugh right now.
Did you hear the one about the creative, the producer and the account director who walked into a bar?