Turn funny into money.

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This is, it’s fair to say, a funny ad.

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So here’s a question: why do McDonald’s use humour?

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To amuse their audiences? Yep.

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To stand out in a crowded market? Definitely.

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But there’s a deeper reason, and it’s this: a vast library of evidence shows that using humour makes people more likely to buy what you sell*.

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For example, an Oracle report from 2022* noted that 72% of people said they would choose a humorous brand over the competition.

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The best brands know this. When Snickers launched their funny You’re Not You When You’re Hungry ads, global sales soared by a jaw-dropping 15.9% — and that was just in the first year*.

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So here’s an idea:

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A centre-of-excellence for using humour in your marketing.

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…A place where you can buy books, courses and consultancy.

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…All created by a leading authority in the field, Paddy Gilmore.

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…Using expertise developed with — and for — these global brands:

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“What Paddy Gilmore doesn’t know about humour and advertising, frankly, isn’t worth knowing,” says John Lyon of Harley-Davidson.

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Cheers, John.

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Let’s make your ads more entertaining, witty and joyful.

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Above all, let’s make them what your audiences want to see.

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Welcome to HumourScope®.

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* Sources of the points above:

Point #5: Eisend, Martin: ‘A Meta-Analysis of Humor in Advertising’, Journal of the Academy of Marketing Science, 2009, pp. 191-203.

Point #6: Oracle Global Report, 15th June 2022.

Point #7: Miller, James: ‘How fame made Snickers’ ‘You're not you when you're hungry’ campaign a success,’ Campaign, 26th October 2016.