Download Smoking Gun’s report exploring the role of humour in brand communications - and how to make it land. 

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. And 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. 

Strategy Levity in action…

Three case studies from PR, influencer and social media agency, Smoking Gun.

Solving a market share challenge via integrated comms for Philips air fryers. Read it here. 

Boosting brand salience for Original Source through a mega influencer campaign with Jamie Laing. Read it here.

Influencer marketing gets steamy: A Valentine’s Day moment for Philips coffee. Read it here.