According to research from Oracle, 90% of consumers are more likely to remember a brand associated with humor, and 72% would choose that brand over competitors.
Kantar notes a steady decline in humor in ads since the turn of the millennium, with only 33% deemed lighthearted and fewer than 10% considered funny in 2022.
Three-quarters of U.S. and U.K. winners at the 2024 Cannes Lions and 70% of Super Bowl spots embraced humor, signaling a marketing renaissance in comedic ads.
In deeply polarized times, humor acts as a unifying force, fostering shared experiences and transcending divisions, as consumers seek moments of joy.
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