Written by Janice Hunt.
21 August 2026
Reading time: 1,8 minutes
Humour in marketing – risky or rewarding?
‘When humour goes, there goes civilization.’ Erma Bombeck
Humour is one of the most powerful tools in marketing. It’s also one of the most dangerous. It’s a bit like the little girl in the nursery rhyme with the curl on her forehead: ‘When she was good she was very, very good, and when she was bad she was horrid.’
When it is used in marketing – whether in advertising or any other internal or external communications – and it works, it can rocket a campaign into popularity and when it doesn’t, it can cause more damage than hitting a Joburg pothole on a stormy night.
A Daily Maverick review of a webinar on using humour for impact summed it up well. “The session made a persuasive case that humour, when done right, is a serious business tool. It drives cultural relevance, builds emotional connection and delivers measurable commercial returns.”
In a country as diverse as South Africa, humour does far more than entertain – it connects us. A shared laugh cuts across language, culture and background in a way that few other forms of communication can. It’s also one of the ways we cope with uncertainty. We joke about load shedding, potholes and other commonly experienced daily difficulties. We poke fun at our politicians (ok, everyone in the world does that but we do it better). Before the last spectator has left the rugby stadium, memes, quips and clips are already circulating on social media. And somewhere in the middle of it all, Checkers Sixty60 drivers have become national heroes.
Successful South African humour often says, ‘We're in this together.’ Nando’s, for example, has built much of its reputation by reflecting quirks of South African life in a way that makes us feel part of an inside joke rather than the target of one.
All of this makes a compelling case for using humour in South African marketing. When used with sensitivity, humour can make an organisation feel more human and authentic. At a time when trust is difficult to earn, a well-judged laugh can build a solid connection.
A Mailchimp article, ‘Humour in Advertising: The Secret to Memorable Campaigns,’ notes that humour creates a positive emotional connection. “Funny ads make people feel good. Laughing releases endorphins, boosting positive emotions and creating a pleasant association with your brand.”
But of course there are caveats; things to be wary of when adding humour to the marketing mix. Humour doesn’t fail because people dislike laughing. It fails when it:
- Trivialises serious issues – jokes about topics such as illness, discrimination, poverty or tragedy can be insensitive if they diminish the real experiences of those affected or undermine the seriousness of the issue.
- Loses sight of the message – the joke may earn a laugh but the product or purpose may be missed.
- Depends on context that the audience doesn't share – If the punchline is, ‘well, you had to be there,’ the humour didn’t work. Insider references or cultural assumptions can leave much of the audience confused, which leads to a marketing flop.
- It feels false – people can sense when a joke has been crowbarred by committee rather than developing naturally. If humour doesn’t fit the brand's voice, it feels awkward.
- It dates quickly – brands that chase memes or viral jokes often discover that by the time their campaign launches, the humour has passed its use-by date.
- It looks desperate – consumers are sceptical of brands trying to appear edgy or ‘one of us’. Humour works best when it grows naturally from an organisation’s identity, not when it feels like a forced attempt to be popular.
- Uses shock to attract attention – this rarely builds trust. While provocative humour has its place (political satire is a good example), brands should remember that controversy is not the same as connection.
- Mistakes cleverness for connection – a joke may be witty, but if it overlooks how the audience is likely to feel or be affected, it risks coming across as smug, insensitive or out of touch.
The bottom line is that successful humour isn't about proving how witty a brand (or a person) is. It’s about showing that the audience is understood. The best campaigns ask, ‘What do we all recognise?’ When marketers get that right, humour becomes more than entertainment. It becomes a way of building trust, creating connection and making a message memorable.
Perhaps the old nursery rhyme said it best. When humour in marketing is good, it’s very, very good. But when it’s bad ... well, the internet never forgets.