The Year Ahead 2025: Humour continues to be a creative differentiator
Marketers are tapping into humour in greater numbers than at any other time this century, with research showing getting it right can reap impressive rewards.
Brands are trying to be funny again – and that looks set to continue into 2025.
Since the turn of the century there has been a decline in the proportion of ads that use humour as a creative strategy from 53% to 34% globally, according to Kantar, but this seems to be slowly changing when you consider the number of cut through humour-driven campaigns that have launched this year. Much of this has been driven by the continued importance of digital channels and, in particular, social media.
