Why Humor and Nostalgia Are Winning

Brands aren’t just doing this for fun. They have to. The advertising playbook is shifting, and here’s why:

✅ People are overstimulated. The news cycle is relentless. Consumers are drowning in heavy topics. They don’t want ads adding to the stress.

✅ Emotional fatigue is real. A few years ago, purpose-driven ads had impact. Now? They feel like another voice in the chaos.

✅ Polarization is a minefield. Even trying to take a stand can spark backlash. Humor sidesteps the fight.

✅ Nostalgia = comfort. Bringing back familiar moments, characters, and references makes people feel good without controversy.

For brands, this shift isn’t about being lazy—it’s about being smart.

 

Who’s Doing It Right?

Some brands are crushing this shift. Others? Just throwing celebrities at the screen and hoping something sticks.

🔹 Winning:

• Uber Eats – Matthew McConaughey spinning a wild food conspiracy theory? Absurd, self-aware, and full of food puns. It keeps Uber Eats top of mind without a hard sell.
• Hellmann’s – A When Harry Met Sally remake, complete with Meg Ryan and Billy Crystal. Nostalgia plushumor plus brand connection? That’s how you do it.

🔹 Missing the mark:

• Meta & Haagen-Dazs – A-list celebrities, no real reason for them to be there. These ads scream, Look, we got a famous person! instead of actually entertaining.

Here’s the difference: The best ads don’t just slap a celebrity into a scene—they use them in a way that reinforces the brand message.

 

But Humor Isn’t for Everyone—And That’s OK

Not every brand should jump on the comedy bandwagon.

Some brands are built on inspiration, aspiration, or deep emotional connection—and humor could actually dilute their impact.

🔹 Nike, for example, doesn’t do funny.

• Instead, they motivate. Their recent ad featuring women athletes overcoming challenges wasn’t a punchline—it was a rallying cry.
• Their brand isn’t about making you laugh. It’s about making you move.

🔹 Apple rarely leans into humor.

• Their ads are sleek, emotional, and product-driven.
• Their strength is in innovation, not in getting a chuckle.

🔹 Luxury brands tend to avoid humor.

• When your product is high-end, exclusivity and elegance take center stage.
• A joke could make a premium brand feel less premium.

The key is brand alignment. If humor feels forced, it’s probably the wrong move.

  

The Humor Bubble Won’t Last Forever—Then What?

Right now, humor and nostalgia are dominating. But soon? Humor fatigue will set in.

When every brand is cracking jokes, it stops being fresh. Consumers will eventually crave something different. The next wave of ads will likely tap into:

➡ Absurdity & surprise. Think more weird, unexpected humor that plays on internet culture.
➡ Experiential advertising. Brands will shift from telling people something to making them feel it.
➡ Authenticity, but redefined. Not just emotional storytelling, but something more raw, unscripted, and real.

The best brands aren’t just riding the humor wave—they’re watching for what’s next.

 

Final Thought: Are You Playing It Smart?

Safe doesn’t always mean smart.

Right now, humor is the safest bet. But the brands that win long-term will be the ones who see beyond it.

If you want to be relevant, you need more than just a joke. You need a strategy that works today and positions you for what’s coming next.

Let’s talk. Because real marketing isn’t just about following trends—it’s about knowing when to evolve.