According to a 2019 study by the Journal of Marketing, ads that made people laugh were 30% more likely to be remembered than serious ads. The field of psychology provides evidence that supports humor working in a marketer’s favor.
Determining what is funny and whether it will work for a brand involves researching and understanding the target audience’s sense of humor, cultural context, and brand personality. Advertisers and marketers can conduct focus groups or surveys to gather this information and test their humor-based campaigns before launching them. It’s also important to consider potential risks and ensure the humor aligns with the brand’s values and messaging. Source
Example: BMW and Mercedes Benz
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