{"id":20440,"date":"2024-01-19T08:00:00","date_gmt":"2024-01-19T16:00:00","guid":{"rendered":"https:\/\/www.ispot.tv\/hub\/?p=20440"},"modified":"2025-06-02T14:10:42","modified_gmt":"2025-06-02T21:10:42","slug":"the-rising-but-risky-use-of-humor-in-super-bowl-ads","status":"publish","type":"post","link":"https:\/\/www.ispot.tv\/hub\/the-rising-but-risky-use-of-humor-in-super-bowl-ads\/","title":{"rendered":"The Rising but Risky Use of Humor in Super Bowl Ads"},"content":{"rendered":"\n

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There\u2019s a reason why brands aim to connect with audiences using humor, and quite often do so during the Super Bowl. In fact, humor has been on the rise in Big Game ads for years – and despite the fact that 72% of 2023 Super Bowl ads applied humor, the mood of the audience points to even more tickling of the funny bone this year.<\/p>\n\n\n

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iSpot\u2019s all-industry Creative Assessment<\/a> database reveals only 23% of all ads last year (norm) connected through humor – and the reason is there is inherent risk in trying to be funny. Making people laugh is far harder than it seems, but brands advertising in the Super Bowl are definitely throwing the long ball.<\/p>\n\n\n\n

Defining Funny Ads<\/strong><\/p>\n\n\n\n

In its simplest form, a Funny* ad makes viewers laugh. In the iSpot Creative Assessment database of Super Bowl ads since 2014, the All-Time MVP – pulling a perfect 10 score on the Funny emotion –\u00a0 is Doritos\u2019 2014 \u201cTime Machine<\/a>,\u201d which saw a little boy create a time machine that would only run on a full bag of Doritos. Unsuspecting \u2018time travelers\u2019 thus supplied the crafty kid with his favorite snack. Viewers at the time found this spot highly Ingenious*, Quirky*, and Memorable* as well as Funny, appealing to a very broad audience – perfect for the Super Bowl.<\/p>\n\n\n

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Emotional profile for 2014 Doritos “Time Machine”<\/em><\/figcaption><\/figure><\/div>\n\n\n

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But times are different now – what was funny in 2014 might not be today, and executing a concept that is universally funny is much harder ten years later given heightened societal and political sensitivities.<\/p>\n\n\n\n

In fact, Creative Assessment identifies three distinct forms of humor<\/strong> that can lead to widely differing reactions across a broad audience. With 57 unique emotions scored in viewer verbatim comments on every ad, the presence and level of negative emotion even if Funny, reveals ads that are either:<\/p>\n\n\n\n

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  1. Safe:<\/strong> the frequently-targeted humor level for the Super Bowl\u2019s massive and diverse audience. <\/li>\n\n\n\n
  2. Edgy:<\/strong> often taken by brands willing to take a little risk to get noticed. <\/li>\n\n\n\n
  3. Polarizing:<\/strong> the riskier approach sometimes tied to purposeful social\/political statements and\/or poorly executed or offensive humor. Common negative emotions associated with this form of humor include WTF*, Irksome*, Eerie*, Incredulous*, Waste of Time*, and Boring*.<\/li>\n<\/ol>\n\n\n\n

    Last year, 18% of Super Bowl ads landed as Edgy, with 10% being Polarizing.<\/p>\n\n\n

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    Super Bowl Ads Playing it Safe<\/strong><\/p>\n\n\n\n

    Safe ads tend to avoid off-putting, offensive, or confusing humor that only some might \u2018get,\u2019 and as such, generate broad appeal. Viewer response clearly delineates across the three classes of humor, evidenced by actual comments from last year\u2019s audience. Playing it too safe is not void of risk and can sometimes spark negative emotion, feeling lame or boring to viewers.<\/p>\n\n\n\n

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    Examples of “Safe” Super Bowl Ads from 2023<\/strong><\/p>\n\n\n\n

    Planters<\/strong> \u201cThe Roast of Mr. Peanut\u201d<\/a><\/p>\n\n\n\n