Want a More Effective Campaign? Start with a Laugh.

20 Apr Want a More Effective Campaign? Start with a Laugh.

Over the past two decades, humor in advertising has quietly disappeared.

And that’s a big problem—because humor works.

According to WARC’s 2024 report, “What’s Working in Humorous Advertising,” the world’s most effective ad campaigns have one thing in common: they’re funnier.

Here’s why that matters to you:

• 91% of consumers say they prefer brands to be funny
  
• Effie-winning campaigns are 12% more likely to use humor
  
• In IPA/Effie-winning ads, “Enjoyment” ranked as the second most common driver of effectiveness, right behind “Difference”
  
• Humor correlates directly with metrics that move the needle: shareability, involvement, brand appeal, and even persuasion

Look at the data:
Campaigns that are “different from other ads” (72%) and “enjoyable” (70%) consistently outperform others in effectiveness. These qualities beat out more traditional attributes like persuasion (42%) or even relevance (45%).

When done well, humor makes brands more memorable, more likable, and—most importantly—more profitable.

So why do so many brands shy away from it?

Because humor is tricky. It’s culturally nuanced. It’s subjective. And if it flops, it can backfire.

But here’s the real insight: Humor is a creative risk—but it’s a strategic asset when it’s done thoughtfully. That means being:

• Culturally relevant
  
• Distinctive
  
• Pre-tested (yes, always!)

The best-performing brands today don’t just play it safe. They play smart. They entertain. They engage. They connect through laughter—and they reap the rewards.

If your brand feels stuck in the sea of sameness, maybe it’s time to crack a smile—and let your campaign crack the market.

P.S. Want to see what bold creativity looks like in action (without sitting through another dull pitch deck)? Cult. Creative. is our latest live deck—packed with killer ideas, unforgettable ads, and zero dad jokes (okay, maybe one). View it in Google Slides—no downloads, just instant inspiration. [Request access here.]