Humour & jokes

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What we know about using humour in advertising

Article • WARC Best Practice, November 2018

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

Telkom: Fraud or Not? Fraud Awareness

Case Study • SABRE Awards, Africa, Employee Communications, Gold, 2019

Telkom, a telecommunications company, encouraged its employees in South Africa to interact with its fraud team and better understand its anti-fraud policies by creating a game show involving the employees themselves.

KFC: Make a Meal of It

Case Study • SABRE Awards, Africa, Social Media Campaign, Gold, 2019

KFC, a fast food restaurant brand, launched a TV campaign featuring a fake footballer taking a dramatic dive and rolling all the way to a KFC restaurant in South Africa to promote its brand during the FIFA World Cup.

Microsoft: Making Gaming More Inclusive with the Xbox Adaptive Controller

Case Study • SABRE Awards, North America, Technology: Hardware, Gold, 2019

Microsoft, a technology company, launched the Xbox Adaptive Controller in the US to help gamers with limited mobility.

Wendy's: We Beefin?

Case Study • SABRE Awards, North America, Consumer Products, Gold, 2019

Wendy's, the fast food chain, created a song calling out its competitors in the US, which helped the brand achieve 800 million earned media impressions in 10 days.

Johnson & Johnson Consumer, Inc: #HowWeCare

Case Study • SABRE Awards, North America, Integrated Marketing, Gold, 2019

TYLENOL, a pain relief brand, increased brand awareness in the US by launching a video campaign and a support platform for caregivers that shares their personal experiences with caregiving.

Cadillac: Now That's a Cardiac

Case Study • SABRE Awards, North America, Company of the Year, Diamond, 2019

Cadillac, an automotive brand, promoted its new XT4 model in the US by launching a video commercial featuring hit comedians John Mulaney and Nick Kroll.

Jawwy: Pay for what you use

Case Study • Tahaab Rais, Moushami Dighe Bhattacharya, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Mobile network Jawwy used social media and online video to persuade young consumers in Saudi Arabia to ditch their current mobile provider and switch.

Orange Tunisia: The Hashtagging Grandpa

Case Study • Tahaab Rais, Mongi Bhouri, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Telecoms brand Orange used a multichannel, branded content approach, featuring a grandad, to appeal to young people and turn around its image as an old-fashioned brand in Tunisia.

Whiskas K.I.T: How cat content grew up to drive digital growth

Case Study • Diana Lopes, Emily Brydon, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Cat-food brand Whiskas used online to evolve its Kitten Kollege UK pilot to a global platform to drive sales and customer engagement.

Coca-Cola: Never Take the Jersey Off

Case Study • Naila Fattouh, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Coca-Cola, the beverage brand, thwarted competition from its main competitor and drove sales during the 2018 World Cup by running a promo campaign that appealed to patriotic football fans in Egypt.

Belgium: Uniquely Phenomenal

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Belgium created a humorous multi-channel campaign to highlight the country's attractions and encourage European tourists to visit it.

Connect: Slow Face

Case Study • Ali Cheikhali, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Connect, a telecommunications company, used humour and content to increase market share in Lebanon.

JetBlue: Get Packing!

Case Study • Jane Dorsett , Ellie Gogan-Tilstone, Lindsay Cardinale, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Airline and travel company JetBlue, created a board game to stand out and become the first choice airline during the holiday season in the US.

Emirates NBD: While You Wait…

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Money remittance service DirectRemit turned YouTube pre-roll ads into effective marketing messages to attract more users in the United Arab Emirates.

Singapore Tourism Board: Why Gamble With Your Holiday?

Case Study • Elissa Wong, WARC Awards, Shortlisted, Effective Social Strategy, 2019

The Singaporean Tourism Board employed a multi-faceted campaign, based on a 1990s TV drama, to convince Singaporeans that travelling without insurance was risky.

Tefal: Getting people to barbecue at 50ºC

Case Study • Alvaro Bretel, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Tefal, the global cookware brand, used whole-funnel marketing to extend the purchase season and increase sales of its electric grill in Saudi Arabia and the UAE.

McDonald's: Official sponsor of losers

Case Study • Carl Bou Abdallah, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Fast-food brand McDonald's employed a social media and on-ground strategy targeting losing football fans during the 2018 World Cup to drive footfall to restaurants in Lebanon.

KFC: The Burger Wars

Case Study • Vikraman Raja, Hajar Yusof, WARC Awards, Shortlisted, Effective Social Strategy, 2019

KFC, the fast food restaurant chain, used a TV ad and social media GIFs to promote a special-edition burger in Malaysia.

Virgin Trains: Hot Spots and Hell Spots

Case Study • Tamara Cross, WARC Awards, Shortlisted, Effective Innovation, 2019

Virgin Trains, the British trains operator, increased journey numbers in the UK by a data-driven, targeted campaign through TV, radio and DOOH.

KFC: Anything is better with KFC Golden Egg Crunch

Case Study • Galen Lau, Alyafarah Zainudin, Phoenix Tang, WARC Awards, Shortlisted, Effective Innovation, 2019

QSR brand KFC successfully relaunched its Golden Egg Crunch during Chinese New Year in Malaysia using a TV sync activation.

Netsafe New Zealand: Re:scam – The World's Most Unhelpful Chatbot

Case Study • Jack Murphy, WARC Awards, Shortlisted, Effective Innovation, 2019

Netsafe, the New Zealand non-profit cyber-safety organisation, developed a tool, called Re:scam, to fight back against the huge increase in cybercrime.

Heinz Tomato Ketchup: The Taste That Grabs You

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, Video, 2018

Heinz, an American food company, promoted its tomato ketchup in India by launching a unique set of pre-roll ads on YouTube that encouraged viewers to skip the ads to leave the protagonist to eat.

Behind the Effective 100 Rankings: The Pedigree Child Replacement Programme

Rankings • Colenso BBDO, New Zealand, Rankings Articles, March 2019

Pedigree's Child Replacement Programme, ranked fifth in this year’s Effective 100, ensured that Pedigree put as many dogs in homes as possible by taking a humorous approach to its communications in New Zealand.

Gotcha! Realism of comedic violence and its impact on brand responses: What's so funny about that bloody ad? The moderating role of disposition to laughter

Research Paper • Malgorzata (Mag) Karpinska-Krakowiak, Journal of Advertising Research, Digital First, February 2019

Two experimental studies in Poland examined how perceived and manipulated realism of comedic violence may influence consumer responses to brands.

What we know about using humour in advertising

Article • WARC Best Practice, November 2018

Provides marketers with information and guidance about using humour to create buzz, emotional engagement and virality.
Effective Content Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing trends in content strategies with lessons for marketers drawn from the 'Effective Content Strategy' category of the 2018 WARC Awards.
Effective Social Strategy Report: Lessons from the 2018 WARC Awards

Article • WARC Exclusive, October 2018

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2018 WARC Awards.
WARC in Cannes Replay: Has advertising lost its sense of humour?

Article • Sonal Dabral, Chaka Sobhani, John Mescall and Emma Wilkie, WARC Webinars, July 2018

Covers WARC's session in Cannes this year: "Has advertising lost its sense of humour?", with a recording of the presentations given by Sonal Dabral, group chief creative officer and vice chairman at Ogilvy India, Chaka Sobhani, chief creative officer at Leo Burnett London, John Mescall, global executive creative director at McCann Worldgroup and Emma Wilkie, managing director at Gunn Report.
How Tide owned the 2018 Super Bowl

Article • Lucy Aitken, WARC Exclusive, February 2018

Explores how Tide is continuing its strong heritage when it comes to the Super Bowl, by looking at its 2018 offering, 'It's A Tide Ad'.
Six ways to kill a brand – and how to avoid them

Article • Rob Gray, WARC Exclusive, December 2016

This article explores the avoidable mistakes that have been known to damage, or worse, kill a brand, and discusses the measures that can be taken to evade these dangers.