But Seriously Folks – Why We Need To Make People Laugh

According to Andrew Robertson, President and CEO of BBDO Worldwide, it’s time we stop taking ourselves so seriously and embrace humor more to drive our business forward. During a presentation at Cannes Lions 2023, Andrew shared his thoughts on why advertisers and marketers need to prioritize humor - and here’s the topline:

If we believe in being data driven, we need to listen to the data telling us that humor works. Research shows that people are 90% more likely to remember a funny ad and 80% more likely to recommend a funny ad. 

We know that humor works in stressful times, in unlikely categories, with creators, with Gen-Zs, in e-commerce and AI, and even with purpose work. 

Emotions drive behavior and humor is one of the most effective emotions to reach people. So, while purpose-driven content is important, it does not need to exclude the use of humor altogether. 

Andrew said, “I think purpose is essential, I just don’t think it always has to be serious”. With the current global rise in unhappiness, he suggests, “Brands can do a lot worse than make people laugh.” 

Through many examples, we were reminded that good comedy is hard to achieve, but when executed well, it works in reaching all types of audiences. Being able to create advertising that is funny is a competitive advantage that should be used now more than ever. Because let's be honest, laughter is medicine…In Andrew’s words, “Let’s embrace humor and make advertising fun again.” 

Andrew concluded the presentation by suggesting that the festival needs a new Lion for best use of humor - and the crowd agreed. Will it happen next year? We’re patiently waiting to find out… :) 

Andrew Robertson Cannes Lions International Festival of Creativity #Cannes2023 #BBDOWW