It’s No Joke!

Just came across this excellent take on the use of humor within the creative approach –  How to Merge Creativity With Comedy

With a long list of memorable humorous spots under his belt, the author, Gerry Graf,  knows a thing or two about funny.  The article also prompted me to consider a tangent subject: the motivation for using humor.

I think it’s only natural to want to turn to jokes when addressing a crowd.   After all, laughter represents one of our strongest coping mechanisms. A little well-timed comedy offers a great way to either diffuse or disarm while maintaining rapport.  But, just think about how many luncheons you’ve gone to where the punchline falls flat.   A lethal mix of delayed, forced laughter and then uncertain silence – giving the audience time to reflect on why  the CFO chose accounting over an act at the Improv.  Ouch!

So, here’s the question, if comedy is so hard, then why do so many people turn to the idea of using humor when it comes to selling their product or conveying their message?   At least when the CFO bombs, he or she can take shelter behind charts and spreadsheets.   But humor attached to ads and marketing messages? Well, there’s just no retreating.   Don’t get me wrong.  I love humor in marketing, advertising and all forms of messaging.  When it works, there’s nothing more powerful.  It’s just that I think folks need to stop first, and do an honest assessment of their own motivations.  Are they force-fitting humor as a means to mask their own insecurities about their core message?   If so, it’s probably time to rethink that part before going any further.    I believe that all good comedy is rooted in honesty and that laughter won’t flow if the jokes come from a less than genuine place.   Another way of thinking about it: Comedy makes a good salve, but a lousy bandaid.

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