Skip to content

Create memorability – and win share of wallet – with humour in your marketing communications. Download our report now

In a world overwhelmed by crisis, conflict, and chaos the role of humour in marketing communications has never been more vital – or more misunderstood.

Consumers are not short on information. They are drowning in it. Bad news is constant. Against this backdrop, rational messages fall flat. Fear tactics backfire. Brands that stick to the script become part of the noise.

It’s time to change the tone.

 

Pictured right: Dr. Eleanor Bryant, Health Behaviour Psychologist at Bradford University

Picture of scientist Dr Eleanor Bryant

This report makes a neuroscience-backed case for change. It introduces Strategic Levity – a bold but evidence-based approach to marketing that treats humour, play, and lightness not as creative flourishes but as neurologically powerful tools for engagement, connection and memory.

The first report from our Intention Unit, it combines expert insights from Dr. Eleanor Bryant, Health Behaviour Psychologist at Bradford University, with new findings from a survey of 100 senior UK marketeers.

Brands that dare to play, that connect through well-judged humour, will be the brands that win hearts, minds, share of voice – and consumer spend.

If this report makes one thing clear, it’s that in these times, levity isn’t optional. It’s essential.

Sign up for our
ingenious newsletters

Fill in the form to receive our ingenious newsletters packed full of industry insights, practical tips and just a little of our own news.

    Smoking Gun's experts share key stories shaping PR, social media, marketing and media.

    Subscribe on LinkedIn

    Our Awards

    Why stop at global stardom and incredible sales? When our clients work with us, they get the silverware to boot. We’re not into tooting our own horns, but the awards we’ve won with our clients are too good to miss…