What we know about using humour in advertising

Provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.

Humour can create emotional appeal and "buzz" or virality – and can be highly effective, even in tough times and for difficult subjects. However, the humour should link to the brand to avoid overwhelming the branding or message, especially in a more rational appeal. Gender, age and geography of the target need to be considered in creating humorous advertising.


Humorous advertising is designed to be funny for the target audience and provokes laughter in the viewer/reader. It is used mainly to gain attention and generate involvement in an ad or to create positive emotion which is attached to the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands