Using humor in marketing is a tried and tested strategy for brands to ensure that their campaign is impactful and remains memorable for audiences.
Tapping into what makes consumers laugh can create a more meaningful relationship between a brand and its target audience. However, there are some brands that fail in their attempts to imbue their campaigns with humor, and this can have the opposite effect on audiences. Instead of warming to these brands, consumers become convinced that the brand is out of touch and completely tone deaf.
Here The Drum looks back on campaigns that have successfully leveraged humor to creating a lasting impression on audiences, as well as some that have fallen short of the mark.
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