Humor is one of the most powerful tools in advertising. When done right, it cuts through the noise, captures attention, and leaves a lasting impression. More importantly, it humanizes your brand—making it feel relatable, approachable, and memorable. In a world where consumers are constantly being sold to, a well-timed joke can be the most effective form of persuasion.
Why humor works in advertising
Laughter builds connection. Neuroscience shows that humor triggers the release of dopamine, the feel-good chemical linked to memory and motivation. That means people are not only more likely to remember a funny ad—they’re more likely to associate positive feelings with the brand behind it.
Ads that make people laugh have significantly higher recall and engagement rates than neutral or serious ones.
Examples of brands doing it right
- Old Spice: Their “The Man Your Man Could Smell Like” campaign used absurd humor to reinvent a legacy brand for a younger audience.
- Dollar Shave Club: Their viral launch video mixed sarcasm with value messaging, establishing trust and personality in one minute.
- Skittles: Their surreal, offbeat ads created an unmistakable brand tone that kept audiences guessing—and talking.
When humor goes wrong
Humor is subjective and culturally sensitive. What’s funny in one region may be offensive in another. Worse, humor that feels forced, irrelevant, or tone-deaf can damage trust. Always test humorous content with your target audience before launching. Use platforms like SurveyMonkey or UsabilityHub to gather feedback early.
Tips for using humor effectively in ads
- Align with brand voice: If your brand is traditionally serious, a sudden shift to slapstick might confuse audiences. Keep the tone consistent.
- Stay relevant: The joke should reinforce your product or value—not distract from it.
- Use humor to highlight problems: Make light of common frustrations that your product solves. This both entertains and informs.
- Test before scaling: Use A/B testing platforms like Google Optimize to evaluate performance before pushing to a broader audience.
Budgeting for humor? Save creatively too
Smart humor doesn’t require a Super Bowl budget. Whether you’re producing a skit-style video or writing punchy ad copy, even small teams can create laugh-worthy content. Use budget-friendly tools like Canva, CapCut, or Animoto.
To free up more of your creative budget, consider using rewards platforms like Fluz. Advertisers can earn cashback with a Meta gift card or get rewards with a Google Play gift card, helping you stretch your spend while experimenting with bold ideas.
Final thought: humor builds hearts, not just clicks
At its best, humor isn’t a gimmick—it’s a gateway to emotional connection. Brands that make people laugh earn more than impressions. They earn trust, affinity, and long-term loyalty.
