Humor, earned media emerge twin forces propelling advertising’s future revolution

By Zion Rufus

The prominence of humor and earned media in advertisements have taken the front seat, as industry leaders acknowledge the undeniable impact of a good laugh and the strategic use of earned media in catapulting campaigns to new heights.

Particularly in an era where audiences are increasingly demanding authenticity, humor, and meaningful engagement, the convergence of humor and earned media is poised to lead the advertising revolution of the future; and brands that master these elements are not only poised to connect with audiences on a deeper level but also to drive sustainable business growth through effective and memorable campaigns.

From an era where advertising was solely about creativity, brands are now seizing the potential of humor to not only entertain, but also engage and persuade.

Recent data from WARC, a global marketing effectiveness authority, further confirmed this shift- Humor, with its ability to be memorable, distinctive, and persuasive, has now emerged as a vital tool in the marketer’s arsenal.

The ‘Creative Effectiveness Lions 2023 – Insights from the winners’ report by WARC highlighted several key themes driving this advertising revolution. The WARC report also indicates that the Cannes Creative Effectiveness Lions winners of 2023 witnessed an upsurge in campaigns that adopt a more light-hearted approach, even when addressing serious issues.

One of these themes is the incorporation of joy and levity in campaigns. After a period of declining humor in advertising, 2022 marked a resurgence in this approach.

Campaigns like ‘Invaluable Food’ by Leo Burnett, ‘Hack Market’ by Marcel Paris, and ‘Apologize the Rainbow’ by DDB Chicago demonstrated the efficacy of humor in captivating audiences across various contexts. Gaetan du Peloux, Chief Creative Officer at Marcel Paris, underlined the importance of infusing humor even into serious subjects, emphasizing that communication doesn’t have to be heavy to address critical matters.

Another groundbreaking trend identified by the report is the transformation of distinctive assets into the campaign’s core idea. Brands are leveraging their equity in unique brand assets, making them the focal point of their campaigns.

Examples like ‘Foamy Haircut’ by Africa São Paulo and ‘Draw Ketchup’ by Rethink Canada illustrate how creativity has been employed to magnify the iconicity of these assets and tap into consumers’ emotional connections with beloved brands. This strategy turns brand recognition into an integral part of the campaign itself.

Moreover, the shift in brand purpose has been a driving force in the advertising revolution. Brands are transitioning from viewing change as an obligation to seizing it as an opportunity to create shared value.

A prime example is the Grand Prix-winning campaign ‘Shah Rukh Khan My Ad’ by Ogilvy Mumbai for Cadbury. By supporting the supply chain of its Celebrations product in India and promoting small businesses, the brand created shared value, serving both business objectives and societal challenges.

In the era of digital connectivity, earned media’s role has also become more critical than ever. Campaigns are increasingly harnessing the power of word-of-mouth and social sharing to generate mass attention and participation in culture. The ‘Our Worst Vintage’ crowdfunding campaign by Seven.

One Ad Factory for Flutwein exemplifies how donated and earned media can collectively reach and rally millions, showcasing the potency of this approach.

As brands navigate this evolving landscape, WARC’s Amy Rodgers emphasizes that successful campaigns exhibit principles of creative effectiveness.

These include well-defined objectives, contextual and relevant strategies, the prominence of distinctive assets, balanced budgets, and a strong emotional appeal. The unanimous sentiment from judges is that these campaigns exemplify work that professionals would be proud to be a part of.