“LOL” and “hahaha” are what we know as humor, and creating it, along with laughter, is an admirable feat and not as easy as it may seem. Although generally associated with comedies and stand-up, humor flows far beyond entertainment industries to areas like out-of-home (OOH) ads.

The Power of Humor in Outdoor Ads

You are probably used to seeing “Call this number to receive these awesome, definitely (not) cheap, services” and “Wow! This car dealership is having a crazy good sale, you should totally buy a car right now,” at 8 a.m.; billboards and OOH formats usually feature ads that are overly corporate-toned, basic, and blah. I don’t remember the last time I smiled while driving past a billboard showcasing $2.99/lb apples.

Humor in advertising does the complete opposite of this; it uses popular culture and references that foster joy, amusement, and laughter in the best cases. That’s the simple but powerful effect humor can cause, a risk usually worth taking—and one known to strike viral moments.

What Are The Effects of Creating Slight Grins?

The effects are actually quite generous. Lightening one’s day with a corny slogan and relatable imagery splattered across a billboard is an excellent way to show that a brand is “one of us” and present in the world. The sense of joy these messages create has tangible results in those who use them.

Humorous messages leave lasting impressions on those who view them, causing individuals to remember the ad long after seeing it. Furthermore, viewers feel that they connect with brands that employ humor, building a positive association and relationship between consumers and companies.

As brands quickly build positive reputations and influence countless viewers through humor, another special advantage comes about: the chance to go viral. Imagine this: you’re walking down the street, and a towering billboard has such a funny message that you cannot stop laughing!

What’s the first thing you’ll do after seeing it? Snap a photo and share it with your entire contacts list. It’s so simple but so powerful and capable of garnering internet and worldwide fame, all from a mere grin. 

Camel’s Back Broken Yet? Here’s the Straw.

The world needs and craves laughter! Younger generations, especially Gen Z, are highly drawn to brands that let their authenticity shine through by exhibiting humor and relatability. Many Gen Zers follow brands purely due to their sense of humor and comedic content.

Humor draws audiences in and captures their loyalty. This loyalty eventually pays off as humor in marketing and advertising, and OOH drives sales like no other element. There are so many examples of this in the media, and OOH, it’s pretty much undeniable: the bigger the laughs, the bigger the success. 

With the positives that come with amusing OOH and advertising, there are always some risks to be wary of. Never go too far, and definitely do not offend anyone. People have feelings, and with large-scale ads, it can be easy to unintentionally step on some major toes.

Keep it light, keep it topical, and keep it universally funny. Play it safe, and deep belly chuckles are to come; let’s have your next OOH ad laugh all the way to the bank!