Why brands need to have humour in their armoury

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.

During the dark days of the pandemic, most brands steered clear of humour, deeming it inappropriate for the times. It’s an understandable response when there’s a deadly virus on the loose, but ads sombrely informing the public that the brand is “here...