Executive Creative Director, FP7/DXB Dubai took for a stroll down memory lane to recount a collection of humorous ads, which he then analysed to emphasise the power and risk of using such a tool in advertising.

Arabad …it’s important to remember that whilst we may be able to make our friends laugh, that doesn’t necessarily mean we can make millions of strangers laugh too.

set of rules for it, so like advertising, it can be very subjective. So why do we find something funny? Perhaps just because it captures a moment or an observation of truth that we can all relate to. Equally, it can be timely or topical and therefore top of mind and relevant to us.

But what is it that really captures and holds our attention?

Well, Dan Dennett, an American philosopher, writer and cognitive scientist, in his Ted Talk shares why people get attracted to four things: cute, sexy, sweet and… funny. He describes how evolution wired us to search and respond to these four triggers. Bottomline is we’re preprogrammed to find these things cute or funny.

Many other advertising and marketing experts also recommend the use of humour, because it’s fundamental to forming positive relationships. We buy from people we like and humour is the easiest and fastest way to get a consumer to like a brand.

But does humour sell products?

Well I’d say without a doubt, and there are hundreds of great case studies to prove that point. To name a few of my favourites from across the years, just take a look at all of HHCL’S Tango ‘Hit of the Whole Fruit’ campaign from 2003, which was simply genius, incredibly well-written and very, very funny. Watch ‘Postman’ or ‘Barrel’ if you’d like your ribs tickled.