Humor me

I have been in the UK for over 5 years and it has been interesting watching the evolution of advertising as an outsider… I’ve always watched adverts with a keen interest. At first from a more critical way of what the imagery denotes, but now through the eyes of a marketer, I’ve noticed a massive shift in UK advertising in recent years…?

When I first arrived, my comment to people back home was always ‘The advertising is so bad’ (Sorry UK!) Coming from South Africa where advertising was always a competition on who could be the funniest, I looked at the adverts here thinking, ‘these people are too serious man.’ As the years have gone by, I’ve watched many ads and become more and more interested in the socio-economic link and advertising.

It’s understandable that companies are wary of appearing tone deaf during moments of economic, political, or social tension… We have seen companies and people canceled for less. But it does beg the question; When do you take the risk? As I have been using South Africa as a comparison, let's take a look at how Nandos use humor in their advertising in a country that, as we know, is in a lot of economic, political and social tension but Nandos have become synonymous with poking fun at the politics; like this ad and this ad. Nandos have found a really great way of leveraging political situations in their ads and engaging with their audience showing that they just get it, and with a bit of a cheeky CTA at the end. Nandos are not the only ones that partake in this tongue in cheek advertising… And Nandos isn't alone in this playful approach; other brands like The Courier Guy have also joined the fray, turning societal challenges into comedic gold.

Now now, I’m not completely bashing UK advertising… Looking at some of the ads like Specsavers and Heinz are both using the human experience and adding a bit of comedy and to relate to the audience. I don’t really even like baked beans but I’ll go and buy some now, they must be good if people are packing them for their holidays!?

BUT, this is changing, especially in recent years; 56% of TV ads so far this year have incorporated humor compared to 45% in 2023, which is a major jump. Personally, I’ll only really remember an ad that makes me laugh (or is really really bad… Domino hoo hoo, I’m talking to you). Oracle even did a study on this and found that 90% of people were more likely to remember a brand's ad more if it was funny, while 48% said they didn't feel they had a relationship with a brand unless it made them smile or laugh… understandably.?

Ultimately, these ads underscore the importance of understanding one's audience. With that understanding, brands can show empathy, making people feel seen and accepted. It shifts the focus from constant selling to fostering engaging and enjoyable brand interactions. Perhaps it's time we lighten up a bit… Do people actually like being so serious? God I hope not.?

So come on, take the risk…humor me.?