Dom Boyd, Kantar UK’s managing director for insights is a former strategy and planning lead at Adam&Eve DDB UK – and thus a former colleague of mine. A good reason to trust his words – and thus a worthy read. He has crunched the numbers and found funny ads are becoming harder to find. Understandable during the pandemic, you might think. Except, Boyd writes, people don’t want ad breaks filled with reminders that life is tough.
There are many reasons why humor is a useful element of advertising – not just because being boring is hardly helping to get into people’s hearts and minds. It is a truly powerful weapon to create emotional connections. An example he names is the Malteser approach that works with female pandemic Zoom conversations called „Isolation Life“.
It helps brands stand out and reach for the gut, not just the rational side of our minds. He cites Peter Fields IPA studies here: „IPA Effectiveness research tells us that being creatively awarded makes us between four and 11 times more effective for example. And Cannes Lions‘ analysis of award-winning ads before and after the turmoil of the 2008 financial crash also showed that humour and fun was still evident in 72% of the work.“
Read more about all the reasons why humor should be a driving force in advertising during a pandemic and see the examples he finds that give proof to this thesis here in an article for THE DRUM.