Ads people watch on purpose
Most adverts are tolerated at best. These are the ones people actually share.
The Three-Point Case for Humour in Advertising
Humour Interrupts
A genuinely funny ad stops the scroll. It snaps the viewer from alpha to beta wave without them realising it. The interrupt happens through laughter, not through shouting. And because it feels voluntary, the engagement that follows is deeper.
Humour Positions
A business that can laugh at itself — or at the absurdity of its industry — immediately separates from competitors who take themselves too seriously. It says: we're confident enough to be human. In a market drowning in corporate speak, that's a powerful differentiator.
Humour Compounds
People share things that make them laugh. A funny ad gets forwarded to friends, colleagues, and partners who were never in your target audience — until they watched the ad. Every share is a free impression. Every forward extends your reach without additional spend. This is the compounding effect that most marketing never achieves.
The Forwarding Effect
When someone sends a funny ad to a colleague, something remarkable happens: the recipient watches it voluntarily, in a positive emotional state, and associates that feeling with your brand. No ad spend required.
This is not a theory. It's documented, repeatable behaviour. Every share creates a micro-endorsement. Every forward says: “I trust you enough to send you this, and I think it's good enough to be worth your time.”
That's more powerful than any testimonial page.
Voluntary Views
People choose to watch. Not forced by pre-roll.
Network Reach
Every forward extends reach beyond your target audience.
Compound Returns
Shares generate shares. The effect multiplies without additional spend.
How This Fits Into DBD
Funny ads aren't a departure from the framework. They're an application of it. The humour is the interrupt. The content is the engage. The sharing is the education happening peer-to-peer, where credibility is highest. And the natural next step — visiting your site, learning more — is the offer.