What people need from brands is entertainment, distraction, and good humor.

Sergio Spaccavento, Chief Creative Officer and Partner at Conversion E3, dived deep into the topic of humor. He explained what it is, how it works and even taught us how to form a joke.

But as with all creativity, humour must be used carefully. Relevance to the product is one of the most important things to keep in mind. The message must help focus on the brand and intended communication. Otherwise, it distracts consumers from the ad’s effectiveness.

So, can we apply humour to something so serious as the Covid-19? His answer: ‘’Yes! But you must do it respectfully. What people need from brands is entertainment, distraction, and good humor. It’s not easy but we can create content with smartness, creativity, and science. After all, brand purpose is to make people even happier for a better world.’’