For years, advertising has drifted toward playing it safe, opting for polished, predictable, and forgettable. But the most powerful brands? They don’t just sell. They make people feel something. And humor, when done right, is one of the most effective tools to do that.

Yet, humor in advertising has been on a steady decline for over 20 years. Kantar data shows that ads using humor have dropped from 53% to 34% globally since 2000. Even digital and social platforms, where humor thrives, haven’t been immune to this trend.

It’s time to ask a simple question: Why? And more importantly, what’s the cost of playing it safe?

The Real Reason Brands Are Ditching Humor

Some say it’s cultural sensitivity. Others blame the shift to fast-paced, multichannel campaigns where humor is harder to execute consistently. But the biggest reason? Fear.

Brands today worry that humor makes them look less serious. That if they make people laugh, they won’t be taken seriously. But here’s the truth, being forgettable is a much bigger risk.

Take a look at the brands that have cut through the noise in recent years. The ones winning on engagement, recall, and even ROI. Many of them? They’re leaning into humor.
 

Why Humor Works

Humor isn’t just about making people laugh, it’s about making them remember.

1. It Grabs Attention

In a world where people scroll past ads in seconds, humor stops them in their tracks. Done well, it buys you those extra few seconds that make all the difference.

2. It Creates Emotional Connection

People don’t connect with brands, they connect with personalities, with emotions. Humor builds positive associations that keep a brand top-of-mind long after the ad ends.

3.  It Makes a Brand Feel Human

People trust brands that feel approachable, that don’t take themselves too seriously. A brand with a personality, one that embraces humor, feels like one you’d actually want to engage with.
 

The Key to Getting Humor Right

Not all humor works. A great joke is forgettable if it has nothing to do with your brand. That’s where so many ads go wrong, they chase laughs but fail to tie them back to the message.

The joke has to serve the brand.

Think of CeraVe’s "Michael CeraVe" campaign. The humor wasn’t just a gimmick, it played directly into the brand name, building intrigue and engagement while reinforcing the product.

It needs to feel natural.

Forced humor falls flat. The best brand humor aligns with the brand’s voice, the audience’s mindset, and cultural context. It feels effortless, even when it’s highly crafted.

It should be crafted for multi-channel impact.

Humor thrives where people naturally engage, TikTok, Instagram, YouTube. But what works in a 30-second TV spot may not land the same way in a six-second social ad. Smart brands tailor humor for each platform without losing the core idea.

The Future of Humor in Advertising

Humor isn’t just a tool, it’s a competitive advantage. Brands that use it wisely stand out, engage audiences, and build lasting connections. In an era where brands are more cautious than ever, the ones willing to take creative risks will own the future.

Because in the end, playing it safe isn’t safe at all.

So, is your brand ready to make people remember? Or just blend in? The choice is yours.