Why arent more funny ads winning awards?
Neither did we. In fact, during last weeks virtual Cannes Lions festival, only one obviously humorous ad took home a key prize. This was the 2020 Super Bowl ad for Cheetos Cant touch this Cheetos by Goodby Silverstein & Partners, which won the Creative Strategy Grand Prix. To some extent, its the international nature of the awards. The funny ads that do tend to break through employ physical humour that can easily transcend language barriers. Humour is all about context, so it can be hard to appreciate some jokes without shared knowledge. There is also a general lack of recognition of the skill involved in creating something funny. It requires good writing and a client that shares a sense of humour and can sell it upwards. And when trying to choose between a serious, purpose-driven campaign that is claiming to save the world, and an irreverent, funny ad, it may be hard to argue for the one that just makes you chuckle. Another reason could be the nature of what has happened to us all in the past year. Many brands feel they dont have permission to be joking around during a tragedy. The polarised nature of the social debate is also probably leading many brands to steer clear of anything that could be interpreted as offensive. All humour ultimately makes fun of someone or something, although at its best, in an affectionate way. But the boundaries of whats acceptable are being tested at the moment and thats a challenge for comedy generally. Yet it would be a shame if advertising becomes too po-faced. Humour can be extremely effective because it is memorable, cuts through noise and bonds people together. Maybe its time to bring back the lolz. Sue Higgs  Joint executive creative director, Dentsumcgarrybowen  I had the honour of sitting on the Cannes Film shortlist jury. Given the year weve all had, we could do with a laugh, but they were thin on the ground. Quite rightly there was a lot of great, purpose-driven community work, but when there was a funny film, like Droga5s for Petco, or Saatchis' for Tide, this judges Zoomed-out eyeballs embraced the levity the humour brought. And I still remember them. Humour stays with you, see, its a powerful tool. People in the UK still talk fondly about adlands Fawlty Towers, Blackcurrant Tango. Great humour is a dying art, its difficult, you need great writing and a client who shares your sense of humour. Maybe thats why its rarely briefed in. Researching humour is tricky too; trying to pull off humour on a board-o-matic is a joke. Put all that on the global stage, and the audience often isnt sharing the humour, its lost in translation. Its said humour is the shortest distance between two people, and so the lack of it is no laughing matter. Trevor Robinson  Founder and executive creative director, Quiet Storm  There was, as usual, outstanding work at Cannes. The climate of the past year  coronavirus, BLM, Trump  created a very intense and emotive landscape. The best work, from "#WombStories" to "You love me", were reflections of the times. Dr Dre was making a stringent comment about how black people feel and are being treated. Bodyform depicted the highs and lows of living with a womb. Personally Im always drawn towards the funny when things are bad; I need a laugh to maintain my sanity. The winning work feels appropriate for the year weve had but, in my opinion, we still need to have a laugh. Tom Bazeley  Co-founder and managing director, Gaggle  We like to describe making someone laugh as shortening the distance between two people. It's an acknowledgement, a fleeting bond that says: "You and I see the world in the same way." And, whether its a person or a brand telling the joke, the same principle applies. The inconvenient reality, however, is that its quite difficult to be funny, and if you dont pull it off, you can get jeered offstage. Being funny requires courage at the best of times and sensitivity too, certainly during an era of Covid-19, cancel culture and the apparent need to avoid offence at all costs. Shame, because people buy from brands they like, and being funny is the shortest route to being liked. Nicky Bullard  Chairwoman, MRM Europe and chief creative officer, MRM UK  Obviously Cannes isnt just about ads any more. And I do think there is funny stuff to be found. But its what tickles your bone. I even found it in #Wombpainstories, with the swinging saggy boobs. "Superb Owl" for Reddit really makes me laugh in that its a ropey jpeg. And I loved the Lil Nas X Old Town Road video by Prettybird. But its a fair shout. The lack of hilarity has got to be something to do with what weve all just been through. So, hopefully, as we emerge, the silliness and titters will be back.