Create memorability – and win share of wallet – with humour in your marketing communications. Download our whitepaper now.
The Case For Strategic Levity
Humour shouldn’t be a gimmick - it’s a neurological strategy. Smoking Gun’s report explores the role of humour in brand communications - and how to make it land in order to be memorable.
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.
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 Smoking Gun’s Intention Unit, it combines rigorous academic expertise with the up-to-the-minute insight from some of the marketing industry’s top leaders.
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.
