Why So Serious: Watch International CCOs Talk Comedy in Advertising
Comedy in advertising is a delicate balance.
Being funny can often mean making someone else less happy, a risk many brands are wary of. However, when executed thoughtfully, humour can forge a deep emotional connection with the audience, making the brand memorable and relatable.
With that in mind, LBB asked a panel of five renowned chief creative officers in Cannes: Why So Serious?
Watch the lively discussion below, moderated by LBB's Zhenya Tsenzharyk, featuring Neo Mashigo from M&C Saatchi Group South Africa, Scott Bell of Droga5, Nadja Lossgott from AMV BBDO, Gary Steele of DDB New Zealand, and David Kolbusz from Orchard Creative.
This engaging panel offered valuable insights into the strategic use of humour in advertising, encouraging brands to embrace the risks and rewards of making audiences laugh. In the video, Gary emphasises that effective humour requires courage and a deep understanding of the brand’s identity. As Gary aptly puts it, “Everyone remembers ads that are funny. We know it works, so lean into it and don’t be scared.”
Scott points out that successful comedy often involves tension, declaring that “any good idea has tension at the core of it.” Nadja Lossgott asserts that avoiding comedy cuts off a valuable avenue for brand leverage. The discussion also touches on the introduction of a humour category at Cannes Lions, with mixed feelings among the panellists.
Check out the full discussion below.
All of the LBB & Friends Beach panel videos, brought to us by content sponsor MCA, can be found in this collection.
