When it comes to marketing and advertising, humour isn’t just a cherry on top – it’s often the whole sundae. From cinematically comic commercials to subversively silly slogans, humour has long been one of the sharpest tools in a brand’s box. But why does it work so well?
At its core, humour triggers an emotional response. Neuroscience tells us that laughter releases dopamine – the feel-good chemical – creating a positive association with the stimulus that caused it. In marketing terms, that means your brand. A good gag doesn’t just make people laugh; it makes them remember.
BAFTA-winning producer John Lloyd – responsible for everything from Blackadder to QI – put it succinctly on The Humourology Podcast:
“Humour is the thing that distinguishes us from the machines.”
In a world where brands are increasingly competing with algorithmically generated content, that human spark is not just valuable – it’s vital.
Advertising legend and Humourology guest Rory Sutherland has also argued that humour is a form of “emotional alchemy.” In other words, it transforms the mundane into the memorable. When a brand makes us laugh, it makes us feel something – and feelings are what drive behaviour.
Take, for example, the iconic John Smith’s Bitter ads starring comedian Peter Kay. These ads were a masterclass in comedic timing, simplicity, and brand alignment. The famous “Top Bombing” spot, where Kay confidently cannonballs into a pool during a diving competition, was absurdly funny – and utterly unforgettable. It resonated because it played on British humour, deflated pomposity, and made the brand feel relatable.
Similarly, the Cinzano ads featuring Leonard Rossiter and Joan Collins were a brilliant blend of slapstick and sophistication. The punchlines were timeless, but so was the product placement.
In the realm of financial services, the Abbey National campaigns with Alan Davies added a touch of humour to banking. These ads, directed by John Lloyd himself, made the bank seem less of a behemoth and more of a mate.
In a conversation with John Lloyd on The Humourology Podcast, he also made the astute observation that “Funny doesn’t mean frivolous.” This is a crucial point. The best humour in marketing doesn’t dilute the message – it delivers it with precision. It allows brands to tackle difficult or dull topics (insurance, anyone?) in a way that engages rather than alienates.
Even Forbes and the Financial Times have covered the effectiveness of humour in marketing. The consensus? If you’re not making them laugh, you’re probably not making them listen.
So, what can we learn from this?
🛡️ Be brave. Humour involves risk. But as any seasoned stand-up will tell you, the rewards are worth it.
🤓 Be relevant. Know your audience. What tickles one demographic may fall flat with another.
🙂 Be human. Use humour not as a gimmick, but as a genuine expression of your brand’s personality.
In a world saturated with content, humour cuts through the noise. It creates a moment of joy, a flicker of connection, and – if you’re lucky – a lifelong customer. As John Lloyd reminds us, it’s not just about being funny. It’s about being remembered for all the right reasons.
See you next Tuesday.
Warmest,
Paul x
