We recently hosted a roundtable with award-winning British animation studio Aardman Animations, bringing together senior communications and marketing leaders to explore the role of humour in modern brand building. There were five main themes from the discussion, with insights and inspiration from the makers of Wallace & Gromit and Shaun the Sheep.

Audiences are dealing with a constant stream of heavy news, while much of today’s advertising is struggling to create emotional impact – Too much is landing in the middle, and playing it safe can be the bigger risk. At the same time, there is still a clear nervousness around humour, with concerns about backlash holding brands back. When used well, humour has a real role to play in helping brands reconnect, with care and cultural awareness.

Humour works best when it feels like a natural extension of a brand’s character and role – When it doesn’t, it can feel forced or out of place. The conversation moved away from chasing big laughs and towards tone, consistency and knowing where humour fits within a brand’s identity. There was agreement that humour doesn’t always need to be loud to be effective. Often it’s warmth, charm or a light touch that lands best. The role humour plays can also differ, with some brands using it to disrupt, while others are using it to humanise and build trust.

Timing is everything – What feels right one week can feel completely different the next. That puts more emphasis on judgement, with teams needing to stay close to cultural shifts, audience mood and channel dynamics before putting work out into the world. Where humour shows up matters just as much as how it’s used, with different environments offering different levels of risk and flexibility.

Where and how humour shows up matters – Different audiences respond in different ways, and what works in one setting won’t always translate in another. That makes it important to think carefully about where humour sits, how widely it can stretch, and whether it relies too heavily on context to work. Building from a brand’s own character, rather than borrowing from elsewhere, gives it a much better chance of sticking and driving distinctiveness.

Quality stands out in a world of volume – In a landscape shaped by speed and volume, people notice when something has been properly made. There’s a growing sensitivity to work that feels rushed or templated, particularly as more content is produced at scale. Strong ideas backed by thoughtful execution tend to travel further and feel more credible.

Overall, the conversation was optimistic: There’s a real opportunity for brands to bring back lightness and warmth, and to use humour in a way that feels considered and relevant.  The session reminded us all how nuanced humour has become and how powerful it can be when used well. We’re looking forward to continuing the conversation and helping brands approach it with confidence.

Want to know more? Get in touch:

hi@splendidcomms.com | LinkedIn | Instagram |+44 20 7553 7300