BBDO CEO emphasizes humor as value-driven approach to advertising

By Zion Rufus

The utilization of humor in advertising has been declining despite its effectiveness in sustaining viewership and capturing the attention of the target audience, according to a report by Kantar.

However, research conducted by Kantar and Affectiva highlights the under-leveraged potential of emotion in digital advertising, emphasizing that incorporating humor provides a valuable opportunity for advertisers.

In fact, digital advertisements that evoke strong emotions, including humor, are four times more likely to drive brand equity.

During a Creative Impact session at the Cannes Lions International Festival of Creativity, Andrew Robertson, the President and CEO of BBDO Worldwide, discussed the power of humor in advertising. He presented exclusive data revealing that humor is one of the most effective tools in marketing, despite its declining usage.

Robertson cited statistics from the Oracle Happiness Report, stating that 90% of viewers are more likely to remember a funny ad. Additionally, humor increases distinctiveness by 11 points in the counter link measurement, and 80% of individuals are more likely to recommend a funny brand.

Moreover, 91% of people desire brands to incorporate humor, with 72% expressing a preference for a humorous brand over the competition. Finally, Robertson emphasized the viral potential of funny ads, as people enjoy and share them more frequently.

In an interview with MARKETING EDGE, Fridel Makun, a marketing communications consultant, discussed the significant role of humor in advertising and content creation in Nigeria. Makun noted that humor holds great importance in Nigerian culture and is extensively used in various forms of media, including movies. Consequently, many brands collaborate with skit makers and pranksters to leverage humor effectively.

The rise of content creators such as Taaoma, Shank, Sydney Talker, MC Macaroni, and Brain Jotter has transformed content creation into a comprehensive marketing strategy, with multinational brands utilizing these influencers to promote their products on digital platforms. Sabinus, a popular Nigerian skit maker and recipient of the 2022 AMVCA content creator award, revealed earning an average of ₦10 million monthly from brand advertisements on his platforms.

Business and marketing consultant, Helen Akue also stated that today, capturing consumer attention has become even more crucial, and humor has proven to be an effective tool in creating memorable and engaging ad campaigns.

“It not only helps to humanize brands but also establishes a strong emotional connection with the audience,” she noted.

Humor is a valuable asset, according to Kathy Klotz-Guest, founder of Powerfully Funny. It goes beyond surface-level amusement and contributes to a culture that values creativity, safety, and people. Klotz-Guest emphasized the need for humor in meetings and content and highlighted its significance in creative leadership.

Rodd Chant, creative director and founder of Parlor, echoed this sentiment in a LinkedIn post stating that humor is essential for creative leaders to maintain their sanity, accept mistakes, and foster a positive work environment.

Humor has been recognized as a powerful tool for grabbing attention, enabling brands to stand out creatively and establish an emotional connection with consumers.

The Kantar study further indicated that commonly used industry metrics, such as click-through and completion rates, have little correlation with campaign success or brand impact. Instead, measures such as facial expressiveness, which indicate emotional or cognitive engagement with the content, serve as better predictors.

Graham Page, the global managing director at Affectiva, emphasized the importance of actively engaging viewers emotionally, going beyond mere attention in order to create truly effective advertising campaigns. Page highlighted the role of Emotion AI tools in developing campaigns that connect with audiences on a deeper level, maximizing return on investment and leaving a lasting impression in viewers’ memories.