Is it Time For Brands to Make People Laugh Again?

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?