The article argues that humor is essential in advertising, especially in today's bleak climate filled with negative news. Jonny Parker, a creative leader at VCCP London, reflects on how comedy used to dominate advertising, driving sales and cultural conversations. He notes that many successful ads from the past, like those featuring Peter Kay or memorable campaigns from brands like Tango and Old Spice, became part of everyday life. These ads were not just interruptions; they were entertaining and relatable, creating connections with audiences. Parker highlights the irony that, despite a natural human inclination to focus on negative news, humor can be just as impactful in shaping perceptions. He points out that while many creatives feel pressured to change the world through their work, they should also embrace humor as a powerful tool. The challenge lies in crafting genuinely funny content that resonates with a broad audience while remaining brand-appropriate. Parker acknowledges that while funny ads can be risky and difficult to produce, they have the potential to engage audiences more effectively than traditional approaches. When humor works, it elevates ads from mere messages to memorable cultural moments.