Raw Dogging Your Brand.

Today, The Drum posed the question, "Should brands use humor in their advertising?" I didn’t read the article because it’s paywalled—and I don’t pay for articles on a topic I’ve been yelling about for years, only for people to run with my ideas and forget to send a thank-you note. But let me save everyone some time: the answer is yes. Unequivocally, yes.

At The Idea Integration Co. Inc. , we built our creative team around humor for a reason. (And no, we didn’t hire alumni from Mad Magazine and The Simpsons for the discounts on novelty t-shirts...but that is cool too.) We strongly believe humor has a place in about 85% of all situations. Why? Because humor works. It humanizes brands, disarms tension, and creates memorable moments that linger long after the campaign ends.

Why Brands Are Afraid of Humor (and Why They Shouldn’t Be)

Let’s address the elephant in the room: brands are scared of humor because it’s subjective. What makes one person laugh might offend another. But here’s the thing: standing out inherently means taking a risk. The role of good advertising isn’t to please everyone—it’s to grab attention, cut through the noise, and leave an impression.

The legendary George Lois—one of the greatest creative minds in advertising history—said, “Great creative should feel like a slap in the face.” That’s exactly what humor does when done well: it grabs you, shakes you, and leaves you thinking, “Wow, that was bold.” But too many brands are paralyzed by the fear of offending someone. Here’s the hard truth: if you try to please everyone, you end up boring everyone.

How Humor Makes Your Brand Memorable

Humor doesn’t just make people laugh; it makes brands feel more approachable, more human. It’s like turning a faceless corporation into that friend who always knows the right joke to lighten the mood. Humor creates emotional connections, and emotional connections drive loyalty.

Remember Wendy’s Twitter takedowns? Their witty, sometimes savage comebacks didn’t just make headlines—they redefined what a brand voice could be on social media. And when KFC ran out of chicken in the UK (a PR disaster in the making), they flipped their logo to say “FCK” in a bold, funny apology ad that turned what could’ve been a reputation-damaging crisis into a case study on how to own your mistakes with humor.

Even in serious situations, humor can de-escalate tension. During the infamous Oreo blackout tweet during the 2013 Super Bowl, the brand didn’t just post a clever “You can still dunk in the dark” quip—they reminded us that humor can turn a fleeting moment into a cultural touchstone.

The Problem With Playing It Safe

Think back to the height of the pandemic. How many somber ads with slow piano music, “We’re in this together” messaging, and a waving American flag can you actually recall? Maybe one or two. The rest blurred together in a sea of sameness. Now contrast that with a brand like Ocean Spray, which embraced lightheartedness when their product unexpectedly became the star of a viral TikTok video featuring a man skateboarding to Fleetwood Mac’s “Dreams.” Instead of overthinking it, they leaned in with humor and authenticity, turning a random moment into a viral marketing win.

Humor Is Risky—But That’s Why It Works

Study after study shows that humor increases engagement, recall, and positive brand sentiment. According to Nielsen, humorous ads are the most likely to be remembered—by a whopping 47%. Yet too many brands default to safe, forgettable messaging because they’re afraid of a few dissenting opinions. But ask yourself this: would you rather have 1,000 people mildly approve of your ad, or 100 people love it so much they share it with everyone they know?

This is where George Lois’s wisdom comes into play again. Advertising isn’t about blending in—it’s about standing out. If your campaign doesn’t spark an emotional reaction (whether that’s laughter, surprise, or even the occasional controversy), it’s failed to do its job.

Here’s my challenge to every marketer, brand manager, and CEO reading this: take off the condom, make something beautiful, and stop being afraid to take a swing. Yes, humor is subjective, and yes, you might offend someone. But playing it safe is the fastest way to grow old and have no one to visit you in your long term living facility...Sorry I may be sharing too much here but in other words, safe = forgotten.

The Call to Action for Brands

Humor is a tool—a powerful one—that can humanize your brand, defuse tension, and make people want to engage with you. The next time you’re in a marketing meeting, challenge yourself to push for the idea that feels bold, a little scary, and maybe even makes you think, “Can we actually do that?” (The answer is usually yes.)

At The Idea Integration Co., we believe in humor not because it’s easy but because it’s effective. It’s why we’ll always push our clients to take risks and why we’ll keep championing creative campaigns that make people laugh, smile, and sometimes even say, “Wait, can they do that?”

So, to anyone asking whether brands should use humor, here’s my definitive answer: YES. Because no one remembers the ad that played it safe, but everyone remembers the one that made them laugh.

And if you don't know what is funny, hire us. We are hilarious.