South Africa, Nov. 5 -- This is according to studies referenced at Cannes while reports from Kantar and Little Black Book confirm that humour increases recall when it's tied closely to the brand itself.

At Cannes Lions 2024, among the UK and US winners, 75% used humour, a significant increase from 52% in 2023.

In contrast, purpose-driven ads continued their decline, with one analysis finding they made up only 13% of winners in 2024.

If you don't entertain, you're invisible

At this year's Cannes, humour was widely discussed by industry professionals, who noted its resurgence in advertising, its use in navigating a complex world, and the rise of a new "unhinged" or authentic comedic style - after years of purpose-driven seriousness.

Gl...