There seems nothing to laugh about lately… Humour in ads has declined for over 20 years. Due to the multiple crises we’re facing today, brands feel the urge (while being encouraged by employees and consumers) to contribute positively to society; however, advertising about a serious cause often doesn’t seem to go hand in hand with humour. On top of that, the constantly changing social rulebook makes it hard to keep track of what’s appropriate to say and what’s not. No wonder marketers increasingly play it safe rather than sorry.

However, purpose and humour aren’t mutually exclusive. When done right, they can even strengthen each other. Think of Oatly (‘The Milk Lobby Thinks You’re Stupid‘) or the Barbie movie, which portrayed the future and gender roles to such an absurd level that people could laugh about it, while at the same time starting to question traditional gender roles and expectations.

Especially during these weary times, we could use some laughter. When we laugh, our brains release a cocktail of healthy hormones: cortisol, endorphins, and oxytocin. It’s like exercising, meditating, and having sex at the same time! Sharing laughter or having a sense of humour shortens the distance between people, making them more open to disclosing personal information. Humour can defuse tension and bring us together like nothing else. And yet, humour is often missing in many parts of our lives. Marketers, shall we make humour your main KPI of 2024?