Podcast - Funny bones: is advertising rediscovering its sense of humour?
Published on 11th June 2024Following a 22-year decline, humour is making a comeback in advertising. But where did it go? For this episode of The Brief, McCann Bristol's Zane Radcliffe and Aardman's Will Studd join Ellis Bird to discuss whether advertising has rediscovered its funny bone.
A few years ago, advertising got pretty serious, and for good reason. But now the industry is rediscovering its funny bone as brands look to create laughter, joy and connection with audiences. There’s even a new humour category at Cannes this year. But why is it making a return and how do you ensure your work is ‘laugh with’ rather than ‘laugh at’?
For this episode, we’re joined by Zane Radcliffe, Executive Creative Director at McCann Bristol, and Will Studd, Director of Animation at Aardman, to discuss the impact of humour, the stories behind the work, and how to get those authentic laughs.
What we cover in this episode
- Looking back on the humour-fuelled 90s and why purpose took over
- Why humour is making a comeback
- How humour informs Will and Zane’s work
- The story behind the latest ad for VOOM Nutrition
- Why big belly laughs aren’t the only goal
- Finding the right funny for your sector (and knowing when to be serious)
- Will and Zane’s favourite humorous ads
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