The Cannes Festival of Creativity, known for celebrating the best in advertising and marketing, took a significant step in 2024 by introducing its own awards dedicated to humor. This move came after a noticeable decline in the use of humor as a creative strategy in advertising globally. According to Kantar’s data, the proportion of ads using humor dropped from 53% to 34% across all channels since 2000, with an even steeper decline in digital and social media platforms. This shift is surprising considering the popularity of humorous content on social media and its effectiveness in engaging audiences.
The use of humor in advertising has evolved over time, with brands often shying away from comedic approaches during challenging economic times or sensitive cultural moments. However, research shows that consumers actually crave humor and escapism in such situations. Brands may fear that being funny will make them appear less serious or professional, leading to a reluctance to incorporate humor into their campaigns. This mindset can hinder creativity and prevent brands from connecting with their audience on a deeper level.
One of the key takeaways from a session at Cannes was the importance of focusing on the audience rather than the brand itself. Brands that prioritize making people feel good and engaging them through humor can achieve greater success in their advertising efforts. A prime example of this is the Thai housing brand Sammakorn, which cleverly addressed a branding issue with a humorous campaign and won a Gold Lion at Cannes. By embracing a playful approach, brands can overcome challenges and connect with their audience in a meaningful way.
In today’s fast-paced digital landscape, campaigns are no longer limited to traditional TV ads but must adapt to various channels and platforms. This shift presents a challenge for brands to create cohesive and engaging multi-channel campaigns that resonate with audiences. Humor can serve as the glue that ties these campaigns together, as seen in Uber’s ‚Trains, now on Uber‘ campaign, which used humor across different assets to promote its train booking feature and garnered Gold Lions at Cannes.
The commercial benefits of incorporating humor into advertising are significant. Humor can enhance creative effectiveness, increase ad enjoyability, engage viewers emotionally, and leave a lasting impression on consumers. However, not all humor is created equal, and it must be connected to the brand to be effective. Campaigns like ‚Michael CeraVe for CeraVe‘ exemplify how humor, when tied to the brand’s core idea, can generate buzz and engagement on social media.
In a culture where brands are under constant scrutiny, navigating the waters of cancel culture requires a delicate balance. Strong client-agency partnerships and a creative culture that encourages risk-taking and vulnerability are essential for successful humor-driven campaigns. By tuning into their audience, staying true to their brand, and allowing creativity to flourish, brands can create memorable and engaging campaigns that drive sales and brand loyalty.
In conclusion, humor is a powerful tool in the creative toolbox that should not be overlooked. Brands that embrace humor in their advertising can stand out creatively, engage their audience effectively, and build strong brand recognition. By taking humor seriously and connecting it to their brand identity, brands can elevate their advertising efforts and achieve greater success in a competitive market.