Seventy-two percent (72%) of people would choose a brand that uses humour over a competitor that does not, and 91% prefer brands that make them laugh. This is according to studies referenced at Cannes while reports from Kantar and Little Black Book confirm that humour increases recall when it’s tied closely to the brand itself.

At Cannes Lions 2024, among the UK and US winners, 75% used humour, a significant increase from 52% in 2023. In contrast, purpose-driven ads continued their decline, with one analysis finding they made up only 13% of winners in 2024.

The article goes on to note: "The agency’s [TBWA\Hunt Lascaris] wins with City Lodge and Savanna demonstrate that when humour is intelligent, brand-aligned and human, it can deliver what every marketer wants: attention, memorability and impact. As the awards have recognised, funny work is not lightweight work, it’s work that sticks."

Read the full article in Bizcommunity here: https://www.bizcommunity.com/article/humour-is-our-superpower-and-its-no-laughing-matter-518850a