A piece of content walks into a bar…

The bartender says: "Sorry, we're full."

The content says: "Don't worry about it. I'm only here for the engagement."

*

Everyone has their likes and dislikes, but almost everyone likes a laugh. Gags, puns, funny videos, humour – it’s a quintessential part of British culture, and it remains one of the most effective tools for cutting through crowded media channels and making a genuine connection.

While the global use of humour in commercials has declined, the UK consistently stands out, with one out of every two British ads using humour—compared to the global average of one in three. Data shows that UK audiences respond particularly well to advertising that makes them laugh, underscoring the power of wit and irony in business communication.

Cutting through the chaff

The British love of satire, deadpan, and banter, makes humour especially potent for grabbing audience attention. Humorous content can increase expressiveness by 27 points and involvement by 14 points, significantly more than non-humorous counterparts.

The most-loved TV ads over Christmas—such as John Lewis’s Monty the Penguin and Aldi’s Kevin the Carrot—consistently leverage humour, leading to widespread sharing and greater brand recall.

Leading brands have proven how effective humour can be. Compare the Market’s ‘Meerkat’ campaigns became a cultural phenomenon thanks to their quirky storytelling, while the Specsavers "Should've gone to Specsavers" tagline achieved near-universal awareness—81% of UK adults recognise it instantly. Such examples illustrate how humour helps brands create distinctiveness to stand out in a sea of sameness.

Is a funny pic worth more than a 1000 funny words?

For British brands, written humour—whether clever copy, puns, or wordplay—works especially well in print and on digital platforms such as X and LinkedIn. Campaigns such as Innocent Drinks’ playful tone on social media show how written jokes can build communities and foster loyalty.

Yet, visual humour is equally impactful, often delivering faster recall in TV and short-form online videos. According to recent research, 53% of UK TV viewers claim to remember ads because they’re funny, while another study found that social video ads featuring humour see engagement rates increase by almost 30% compared to non-humorous content—making visual fun crucial for platforms like TikTok, Instagram, and YouTube.

A good laugh is good for business

Being funny is not just about standing out, it’s about tangible business results:

• 81% of British consumers say they feel more positive towards brands that use humour in their advertising

• Humorous campaigns rank in the top 20% for effectiveness when it comes to driving consumer choice and increasing likeability

• Brands that use humour in ads see market share increases almost double compared to those using neutral approaches

  
  

The punch line

Humour remains one of the most powerful levers for UK brands to increase awareness, engagement, and business performance. Whether through classic wordplay, witty banter, or slapstick videos, humour connects, drives conversation, and delivers results.

Ultimately, being funny isn’t just good for business—it’s essential for brands that want to be remembered and loved. Think about this at your next content strategy meeting. Give your new campaign a blast of laughing gas.

*

And one for the road:

An old piece of content goes on a blind date with a young piece of content...

The young one says, “So tell me, what do you do for exercise?”

The old one sighs, “Mostly, I just get recycled.”