“I think boring is the ultimate sin.”
— David Ogilvy, The Unpublished David Ogilvy (1985)
It’s hard not to be boring. One way to avoid it is to be scary. This, unfortunately, doesn’t work that well for advertising (though sometimes it does, especially in political advertising). Another way is to be funny.
So in a world of endless advertisements, what truly makes a brand’s humor resonate with its audience? Leading insights reveal the delicate balance required to effectively use humor in branding. This article explores how the right touch of humor can transform a brand’s image.
Humor Fits Brand Archetype
Humor used in brand messaging can work for you or against you. Knowing the difference can make all the difference.
Studies show that humorous marketing messages get remembered. However, they only get remembered for the “joke” and not the product, service, or company they were trying to advertise. The audience can remember the funny scenario and can often repeat it to others but can’t understand what the commercial was advertising for.
Humor does work when it is “in character” with your brand archetype and fits with the industry, product, or service you’re providing. It’s presented in a psychologically congruent way—easy for the brain to accept and remember because it fits together. It’s how our brains work. It is how we learn. Certain things make sense when they go together. When they make sense, they are trusted and accepted.
The best example of this is Allstate’s Mr. Mayhem commercials. It’s funny. It’s entertaining in a way that fits with the industry in which they provide services. It’s a home run because it is congruent on every level.
Jän Paul Ostendorf, Brand Builder, Purpose Branding
Humor Suits Cheeky Brands
Humor is always appropriate if you have a cheeky brand or depending on the platform. For example, I think most brands can get away with some humor on social media, because of the kind of platform that it is. You just have to choose your moments and be on brand. I think humor is important to use because people always engage with fun, and people love brands that act human.
There are lots of brands that use humor well, especially the Insurance brands. One brand that didn’t do well using humor is CeraVe with their Super Bowl ad featuring Michael Cera. It was just way off brand and seemed out of place. However, looking at another brand in the same space that wasn’t typically humorous, when Old Spice began incorporating humor into its brand, it did it masterfully and it transitioned into a humorous brand.
Jackie Chism, Copywriter, Brand Communications Manager
Don’t Be Boring Or Else Bad Things Will Happen
Okay, okay, you’ll be fine. But in a world oversaturated with ads, humor—when used effectively—can be a game-changer for your brand. As David Ogilvy knew, being boring is the ultimate sin, and humor offers a compelling way to engage, entertain, and ultimately connect with your audience. The key lies in using humor strategically: ensuring it aligns with your brand archetype, resonates with your industry, and feels authentic to your voice. Missteps, like CeraVe’s Super Bowl misfire, remind us that humor out of sync with the brand can alienate audiences, while success stories like Allstate’s Mr. Mayhem or Old Spice prove that humor, when congruent and well-timed, creates memorable and impactful messaging.
At Mandel Marketing, we understand the nuanced role humor can play in building your brand. Whether it’s adding cheeky flair to social media campaigns or developing unforgettable ad concepts that drive results, our team knows how to strike the right balance between entertainment and strategy. We believe every brand has a unique voice, and we work tirelessly to help you amplify it in a way that feels fresh, authentic, and engaging. Because in marketing, as in life, being boring isn’t an option.
Ready to explore how humor—or any other innovative strategy—can elevate your brand? Contact us today using the form below. Let’s create something unforgettable.