Seriously. Humor Works.

Author: Tim Burke

Recently, I read an article about the “abandonment of comedy in advertising.” Whether it’s fear of offending or pushing to be more “purposeful,” humor is on a downward trend.

This article got me thinking. Not only because I’m a supporter of laughter (we need it), but also two of my favorite ads we created in 2023 were humorous. One was for a medtech company called Conformis. Yes, surgery humor! The other was for WeBuyAnyCar.com. Both brands were in growth mode. Both were results focused. And both chose humor.  

There’s good reason for this. Done right, humor is incredibly persuasive. So, as we think about effective performance marketing, here are three reasons to take humor seriously:

Humor is inviting.

Whenever we talk about driving consumer action, it’s never about demanding a response. It’s about inviting one. Humor, especially when it comes from a place of positivity, can be extremely welcoming. Just ask Ted Lasso.

In a time of heaviness, Ted and his ensemble of underdogs gave us all a feel-good laugh. In fact, Jason Sudeikis wisely overhauled his original character, moving from a belligerent coach to one of unbending positivity. As we think about generating response, think about how humor can lighten the mood, lessen our defenses, and invite people in.

Humor is a terrific teacher.

Before taking an action, consumers need to know your product. It’s why education often plays a huge role in performance advertising. Whether you’re highlighting a differentiation or breaking down barriers, humor can enhance your message and its memorability.

To prove this point, let’s go back to my freshman year English class. Approximately a ton of years ago, Mr. O’Loughlin was teaching the difference between literal and figurative language. Instead of reading from a textbook, he launched into a personal narrative. It involved a brown bag. A story about needing a stool sample. The question: “What’s in the bag?” And the answer: “Just some shit.” His lesson lives forever in my brain. That’s the teaching power of humor.

Humor creates a connection.

Performance advertising is all about connecting with the right consumer. We want them to say, “This is for me.” Lighthearted or slapstick, if your humor hits the “relatable” button, you’re onto something.

Last year, we created an ad featuring two knees about to be replaced. Using creative license with surgical marking lines, these knees engaged in small talk before their looming procedures. For a 25-year-old with stellar cartilage, their conversation is cute. For a 60-year-old with five Boston Marathons running through her right knee, their discussion is meaningful. Making the humor relevant is key to making an impact.

A 2022 Oracle study found 90% of people are more likely to remember funny ads and 77% are more likely to buy from a salesperson that’s funny. This doesn’t mean humor is always the answer. And being funny simply to be funny won’t get the response you want. But do not underestimate the persuasive powers of making your audience smile.

Seriously, it works.