CREATIVITY IN BILLBOARDS: HOW BIG BRANDS USE HUMOUR TO ENGAGE

In the world of advertising, capturing the public's attention in just a few seconds is crucial, and when it comes to billboards, this need is even more evident. With the fast pace of urban life, passers-by and drivers are constantly bombarded with visual information. To stand out in this sea of stimuli, many brands opt for an approach that always works: humour.

Using humour in billboards has proven to be an effective strategy for creating a lasting impact. Laughter is a powerful emotional response, and when a campaign can make someone smile, it not only grabs attention but also generates emotional engagement that can translate into a positive association with the brand. In this blog, we’ll explore how major brands creatively use humour in their billboard campaigns and why this strategy continues to be one of the most effective in Out of Home (OOH) marketing.

Why Does Humour Work in Billboards?

Humour is a universal tool. It breaks barriers, creates connections, and, most importantly, is easy to remember. When we see something that makes us laugh, we tend to remember it more clearly, which is essential in billboard campaigns the message needs to be absorbed in just a few seconds.

The simplicity of the billboard format demands direct and impactful messages, and humour fulfils this role perfectly. It makes the communication light, natural, and often unexpected — factors that help to hold the attention of those passing by. Additionally, humour tends to create a shared experience; people talk about funny campaigns, take photos, and share them on social media, which amplifies the reach of the message.

Success Stories: Brands That Mastered Humour in Billboards

1. McDonald’s: "Just Around the Corner, You’ll See..."
The fast-food giant is known for its creative and minimalist campaigns. In several billboard campaigns, McDonald’s used subtle humour to direct drivers to their restaurants. A classic example is billboards that said, “Almost there…” or “Can you smell it?”, creating a fun and engaging narrative for those stuck in traffic, building anticipation for a quick reward — a juicy burger.

2. IKEA: "Need More Space?"
IKEA, famous for its compact furniture and smart solutions, often uses humour to highlight the functionality of its products. In one campaign, they displayed billboards showing cramped apartments with the phrase, "Need more space?", poking fun at the common problem of space shortages in big cities. The solution, of course, was IKEA.

3. Netflix: "The Marathon Starts Here"
With the rise of streaming and binge-watching, Netflix took advantage of the idea of “series marathons” to create a hilarious billboard campaign. The brand used images popular shows and provocative slogans like “Prepare your couch” and “The marathon starts here,” encouraging viewers to spend hours watching their favourite shows, with a humorous nod to the growing binge-watching habit.

4. Old Spice: "Smell Like a Man, Man"
The deodorant brand Old Spice is a master of irreverent and exaggerated humour. Their billboards follow the same style as their famous TV ads, with phrases like "If your man smells like this, congratulations" or "Smell like a man, man", featuring absurd and caricatured images that guarantee a good laugh while promoting the product in a memorable way.

5. TNT: "Press for Drama"
In an interactive campaign that mixed humour with drama, TNT installed a billboard with a giant button in a busy square, accompanied by the phrase "Press for a dramatic surprise". When people pressed the button, a series of exaggerated events unfolded, with actors running around and simulated action scenes. The campaign played on the idea that the channel always brings drama to its programming, bringing humour live to the streets.

Key Elements for Humour to Succeed in Billboards

For humour to work in billboard campaigns, certain key elements must be mastered:

1. Simplicity: The joke needs to be understood quickly. Billboards are a fast-paced visual medium, so the humour must be clear and direct.

2. Relatability: The humour should speak to everyday experiences. The more relatable the joke, the more it will resonate with the audience.

3. Timing: Knowing when and to launch a humorous campaign is also essential. Funny billboards during tense moments or in places people are more relaxed (such as bus stops or leisure areas) have a higher chance of success.

4. Originality: Humour relies on being unexpected. A unique approach ensures that the message not only captures attention but also stands out the competition.

The Risks of Humour in Billboards

While humour is effective, it can backfire if not well thought out. Jokes that offend or do not culturally fit the target audience can damage the brand's image. Additionally, jokes that are too complex or require too much context may not work within the short time a billboard has to capture the public's attention.

Therefore, brands using humour in their campaigns need to ensure the message is universal, inclusive, and appropriate for the context in which the billboard will be displayed.

The Power of Laughter in Billboard Advertising

Using humour in billboards is a creative strategy that, when well-executed, can generate high levels of engagement and brand recall. Major brands have used this technique to stand out the competition and create emotional connections with their audience. In a world attention is one of the most valuable resources, making someone smile might be the key to the success of your campaign.

Whether through subtle jokes, sarcasm, or absurd situations, humour makes advertising more human and approachable, creating a memorable experience that goes beyond merely showcasing a product or service. So, when planning your next billboard campaign, consider the power of laughter — it could be the unique edge your brand needs.

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