Advertising researchers such as The Nursery and System 1 have questioned why so few brands these days use humour in their advertising. Given the desire for brands to generate affinity with their target audiences, humour as a source of connecting with audiences and prompting a strong emotional response would seem like an obvious tactic and one that has been used historically to great success. In an era where brands are seeking to be more purposeful is the role for humour over?
Melanie Welsh
Founding Partner
Strat House
Michael Lee
Chief Strategy Officer
VCCP
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Senior Marketing Director
Walkers
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Marketing and Brand Director
Paddy Power
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