Is Cannes Lions Reviving the Art of Humorous Advertising?
In recent years, advertising has taken a deep dive into emotional storytelling and purpose-driven campaigns, often sidelining the key ingredient that once made ads unforgettable: humor. A report from Kantar revealed a troubling trend: over the past two decades, brands have distanced themselves from humor in favor of more serious messaging. However, in 2023, the Cannes Lions festival changed the game by introducing a dedicated Humour category, bringing funny ads back into the spotlight. But here lies the million-dollar question: Did Cannes actually spark this revival, or merely validate a trend already brewing on social media?
The Shift Towards Humor: A Strategic Move or Just A Trend?
"I believe the evolution of Instagram into Reels-tagram, along with the rise of comedic content creators and viral memes, has prompted brands to infuse humor into their marketing efforts," says Uddhav Parab, Sr. Creative Director at Interactive Avenues. With humor making a comeback, we must examine whether this resurgence signifies a strategic shift or if brands are simply pursuing awards like moths to a flame.
The Power of Approval
Throughout history, Indian advertising has harnessed the potency of comedy, with memorable campaigns from Fevicol and Centerfruit capturing audience hearts and minds. However, as purpose-driven narratives gained traction, humor began to be viewed as frivolous, even risky. The Cannes Humour category has bestowed credibility upon this art form, but creatives have long recognized its inherent value.
"When Cannes introduced a humour category, it merely confirmed what we’ve known all along—humor effectively distills complex ideas succinctly," asserts Hayden Scott, Executive Creative Director of Virtue Asia. Data supports this claim, showing that humorous ads are 27% more expressive, 14% more engaging, and 11% more distinctive. A study by Oracle revealed a staggering contrast: 91% of consumers prefer humorous brands, yet only 20% recognize them as such. This gap presents a golden opportunity for savvy marketers.
Evolving Tones of Humor
The landscape of humor in advertising is shifting dramatically. Gone are the days of mere slapstick; today, we see a rise in deadpan, self-aware, and meme-savvy storytelling. A prime example is Cred’s commercial featuring Rahul Dravid as Indiranagar ka Gunda—both hilarious and culturally resonant.
“Humour has evolved into something more nuanced and intelligent. The burgeoning appreciation for comedy as an art form has played a significant role in this transformation,” adds Scott.
Brands are now embracing a wider repertoire of comedic styles, including screwball comedy, satire, observational humor, and even surrealism. It’s a clear sign that they recognize comedy’s potential to transcend mere filler content.
The Audience Dilemma: Who Are Brands Really Targeting?
With Cannes legitimizing the humor category, another vital question emerges: Are brands crafting funny content for their audience or the award juries?
“There’s been a significant uptick in brands and agencies delivering comedic work post-Cannes 2023. Yet, it sometimes feels more like a quest for Lions rather than genuine laughter," says Teresa Sebastian, Founding Member & Creative at Talented.
This tension between jury appeal and audience relatability is palpable. Cannes juries often require rich cultural context, while humor thrives on immediacy. Sebastian notes, “When you try to define what’s universally funny, you risk losing the essence of the joke.”
The Challenge of Authenticity
Humor isn’t becoming more difficult to master; rather, the risk of misfire is escalating. As brands rush to appear relatable and meme-worthy, many find themselves churning out repetitive and formulaic content. However, humor can boost emotional connections and enhance purpose.
“Good humor translates into good business,” asserts Scott. “If you can make people laugh, they’re more likely to remember you. And if they remember you, they will talk about you. The more they talk, the more you grow.”
Yet, there is a risk of humor fatigue. As brands increasingly exhibit a tendency for repetitiveness and templated humor, the unique voice is getting lost.
“The surge of templatized yet funny ads from creatives like Devayah/Tanmay Bhatt at Moonshot reflects this issue. Everyone’s scrambling to create relatable content, but where’s the heart?” questions Parab.
The impact of humor lies not in isolated incidents but in consistent application. A single funny video may catch eyes, but it’s the brand that is funny over time that truly resonates.
Conclusion: Humor as a Marketing Power Tool
While we may not be experiencing a golden age of humor just yet, we are undeniably closer than a decade ago. Audiences crave laughter; marketers seek connection, and awards shows are beginning to appreciate the artistry involved in comedy.
The true victory will be achieved when humor is integrated seamlessly as a creative approach rather than relegated to a category. Whether targeting Gen Z with a fintech brand or revitalizing a legacy brand, humor stands out as an invaluable tool—not merely for entertainment, but for cutting through the noise of modern advertising.
Remember, it’s not just about being funny for the sake of humor; it’s about understanding when a laugh significantly outweighs a mere like.
