6 Lessons on Laughter in Advertising

how you can Laugh your way into adv, rather than break in.

For aspiring advertisers, understanding trends and industry shifts is key to breaking in and standing out. One trend making waves? The revival of humor in advertising. Elizabeth Paul, EVP and Chief Brand Officer at The Martin Agency, shared her insights on Breaking and Entering, explaining why humor in ads had declined—and why it’s due for a comeback.

Why Humor Declined and Why It Matters Now

For years, humor took a backseat in advertising. The financial crisis in 2008, followed by a trend toward “purpose-driven” advertising, led brands to adopt more serious tones. Paul explained that marketers feared humor was too risky, especially as brands navigated heavy global issues and cultural sensitivity. But now, as consumers grow fatigued by overly serious ads, marketers are rethinking humor as a powerful tool for connection.

As an aspiring advertising professional, understanding this shift can give you an edge. Here are some key takeaways from Paul’s insights: