Humour isn’t used in advertising as much as it used to be a decade or more ago, but the time may be right for brands to seriously consider adding this particular element to their marketing toolkit.

Why it matters

The sombre messages seen as appropriate to the early days of the pandemic are no longer relevant. Humour is, arguably, needed now more than ever as a way of lifting people’s mood as COVID vaccines ease a path back towards normality.

Takeaways

• Brands don’t need to be funny all the time but having humour as a self-deprecating tool you can use...