The power of laughter: The do's and don'ts of humor appeal advertising

Crafting effective ad creative is a little like composing a first text to a crush. Stakes are high. The message needs to be engaging but not off-putting. It needs to get the point across but stay succinct.

And just like with dating, humor can be a helpful tool in marketing: A witty note that lands the right way can help you swoop in and make a lasting first impression.

When used effectively, humor advertising can get you that crucial first date with your audience—as long as you follow a few basic do's and don'ts.

Why use humor advertising?

Humor can take the formality out of your messages and, ultimately, help make your brand seem more relatable.

Using humor in your ads can also potentially improve metrics like Brand Recall and Awareness. One study found that around 90% of consumers are more likely to remember a brand if it uses humor.¹ What's more, a full 94% of Millennials and Gen Zs say they prefer brands to be funny.² These media-savvy generations consume a ton of content online, and making your message humorous, palatable, and lighthearted is one way to speak to them in their own language.

Do's and don'ts for humor appeal advertisements

There are multiple tools you can use to incorporate humor into your advertisements:

DO: Tap into the power of a familiar face (or voice). Easily recognizable personalities known for their humor or tongue-in-cheek tone can start your ad off on the right note.

DO: Lean into tools like personification or hyperbole. Personification, anthropomorphization, and exaggeration are all tactics brands use to stand out and stay memorable—sometimes in the shape of a catchphrase or mascot, and other times in the form of over-the-top, hypothetical scenarios.

DO: Get punny. Let's face it—witty language can be hilarious, especially if you can conquer the art of punning and plays on words. (Check out Hyundai's brilliant execution of this below!)

DON'T: Offend your audience. There's a fine line between poking fun and being downright offensive—tread it carefully.

DON'T: Get too niche. An inside joke is one thing, but if your message only lands with .0002% of the people who hear it, you've probably gotten a little too granular.

DON'T: Be cringe. Avoid using humor that feels awkward. It should feel natural and cohesive with the overall tone of your ad and organization. You want your ads to be memorable in a positive way.

Humor appeal advertising examples on Spotify

On Spotify, several brands have used humor and wit in successful ad campaigns. Here are three great examples:

ITV feels the love

ITV tapped into the cheeky humor of comedian Iain Stirling in a campaign to showcase the new season of their hit show Love Island. In this case, using a funny and familiar personality for voice talent helped the brand achieve above-benchmark results in key metrics like Ad Recall (+31 points increase, more than three times the benchmark) and Awareness (+13 points).³

Hyundai pokes fun

Hyundai used humor in a series of sound-on video ads poking fun at the various ways Brits pronounce the brand's name. The campaign, which leveraged Hyundai's existing video assets, was designed to drive better Recall and Awareness and to reach multiple different demographics (and therefore different types of pronunciation). The campaign ultimately exceeded expectations, surpassing Nielsen benchmarks for brand uplift across all measured questions.⁴

Pampers cleans up

Pampers leveraged Spotify to promote their innovative "Stop & Protect pocket" diapers to Millennial moms and dads. They utilized Spotify's 3D audio spots to depict a scenario that's relatable to any new parents: The dreaded "poonami." The brand's multi-format strategy resonated with their target audience, resulting in a +23-point boost in Recall and a +15-point boost in Association.⁵

Learning humor appeal advertising can help you take your campaign creative to new heights—and get your foot in the door. Spotify's ads manager can help you strike the balance and tone for your next audio, video, or multi-format campaign. Learn how to select the right advertising objectives to reach your goals today.