Cannes Lions 2024: Humour makes a grand return to advertising

Cannes: Known for cutting through details in a highly polarised society, humour is making a grand return to advertising, and it isn't just about selling products. As society grapples with polarisation and crises, humour is taking centre stage when it comes to uniting people.

In the face of adversity, the rise of humour signals a key desire for connection and, simply, feeling good.

In a session held at the Cannes Lions 2024 featuring comedian SNL Kenan Thompson, Hellmann’s Chris Symmes, and VML’s

Debbi Vandeven, the trio dove deeper into using humour for advertising. 

Mentioning humour's role in shaping our daily lives, Thompson said, “Humour is all about connection. When you get lots of people all laughing in a room together, it can't help but feel like a community event. Humour disarms people; no matter what someone thinks of you or your message, a laugh is one brief moment where they drop their guard and allow you to get a little closer to them.” 

Using humour to talk about difficult subjects

Not many things can appeal to both a 12-year-old boy and a 53-year-old lady. But a joke is something both of them could laugh about. Humour is a great uniter. 

Speaking of the pandemic when brands distanced themselves from using humour in marketing, citing risks, Vandevan said, “Brands at that time really were more worried about doing something that was humourous, something that might come off as flippant. We all know humour evokes emotion, and I think we went really far on the other way of emotion, which also touches people. It feels like right now everyone's a little bit more ready for levity in marketing.” 

Bringing perseverance to humour

Spilling the beans about being persistent with humour, the trio advised marketers to be consistent in their approach to humour. 

Shymmes further elaborated his thoughts and said, “You always have to do your part to make it funny. And what happens after that is out of your hands.”

Fighting for attention

We live in a world that carries out a constant assault on our attention through texts, emails, and social media. Be it a petrol pump, a bus, a metro, or anything that meets the public eye, there is a high chance you will stumble across at least a hundred advertisements begging to be heard.

How do you catch people’s undivided attention in a chaotic landscape? The answer is humour. As Thompson perceives it, “If something is funny, it doesn't need to fight for your attention. You'll seek it out. People will even pass it around just to lighten your day.”

Symmes, who was playfully called “the man who knows all about marketing and mayo” by Thompson as he heads the marketing department for Hellmann's, said, “One thing that we've learned through extensive consumer connections is that consumers don't want to be preached to about something that they are supposedly doing wrong. So the way that we view it is that humour allows us to invite those consumers into the conversation without judgement.”

How do I go viral?

Brands cannot manufacture a moment that will go viral. There are a lot of cultural factors and other factors that transcend human control. 

Describing virality in his way, Thompson said, “People ask me, How do you make a sketch that goes viral and transcends the show? And here's my answer: I don't know. Sometimes I think a sketch is going to blow up, and it doesn't. All you can do is maintain a level of quality and consistency that opens the door for those moments to happen. So you better bring it every single time.”

There is a fine line between making your case from a purposeful perspective while also adding humour to it. 

The session concluded on a humorous note by Thompson when he said, “Laughter is the best medicine as long as you don’t have one other thing—actual medicine.”