Comedy Is Vanishing From Marketing. That Is Your Opening.
Founder and Head of Growth, White Label Comedy
Comedy is quietly disappearing from marketing, and that is a huge opportunity. Research by Kantar found you are now half as likely to find humour in an advert as you were 20 years ago, even though the same research names humour the most powerful creative enhancer there is. Meanwhile Oracle found 72% of consumers would choose a brand that uses humour over one that does not.
The numbers do not add up
Put those findings side by side and something strange appears. On one hand, brands are using less and less humour in their advertising, year after year. On the other, humour is one of the most effective things a piece of creative can do, and nearly three quarters of consumers actively prefer brands that make them laugh.
So the market is walking away from the very thing customers say they want. That gap between what works and what brands actually do is where the opportunity lives.
Why brands are backing away
If humour works so well, why is it vanishing? Mostly because it is hard to do reliably. Making something genuinely funny, that is also on-brand and actually sells, is a real skill, and marketers who can do it are rare.
So most brands quietly give up and retreat to safe, serious, forgettable content. Understandable, but it means your competitors are almost certainly not using comedy, which leaves the lane wide open.
The open goal
Picture the whole market as a football pitch where the opposing team has wandered off. If your competitors are not using humour, and most are not, then the funniest brand in your category wins attention almost by default.
You do not have to outspend anyone. You just have to be the one brand willing to be entertaining while everyone else plays it safe. In a market that has abandoned comedy, being funny is close to an unfair advantage.
Work with us
Being genuinely, reliably funny while staying on-brand is the hard part, and it is exactly what our team of comedy writers does. We turn the gap your competitors have left into content that wins attention and customers.
If you would like to own the funny lane in your market, work with us.
Adam Hunt
Founder and Head of Growth at White Label Comedy. He spends his days convincing serious brands that funny is the most profitable thing they're not doing.
Your marketing isn’t broken. It’s just boring.
It’s time you met the agency behind the internet’s most profitable funny brands.
Work with us
