Funny is back on the advertising agenda and I, for one, am very happy to see it.

This hasn’t been the case for some time though. Recent research from Kantar revealed that humour in advertising declined consistently from 2002, with big drops around the 2008 financial crisis and the pandemic, unsurprisingly, to as recently as 2022, when only 1 in 10 Cannes Lions Grand Prix and Gold winners used humour.

But whatever the factors affecting the past, humour is making a welcome return to advertising, recognised this year in the introduction of a new humour category at Cannes Lions. This is because we’ve remembered how powerful humour can be in creating the emotional connection with customers that all brands seek. It is proven to increase brand power, recall and even purchase intent, as well as drive talkability and shareability, a crucial ingredient for social media.

Humour has long been at the root of lastminute.com’s brand, which led to it quickly becoming one of very few brands that has managed to transcend beyond product and function and weave its way into the very fabric of language and culture as a commonly used phrase. It's been an essential ingredient in our brand toolbox, not just because it has the ability to connect with all audiences but also, as an international brand, it can transcend borders, cultures and languages.

With our new brand strategy, we’ve been keen to return to these roots and inject humour into our advertising, to enable us to stand out in what is becoming a sea of sameness in the highly competitive travel industry.

Incorporating humour into advertising can come with challenges though; for the economic reasons highlighted previously, but also in relation to competitor activity, social and cultural shifts, consumer trends, media fragmentation, and for international businesses such as ours, the need to appropriately translate that humour across multiple markets.

So, when we set about creating our latest campaign with creative agency Trouble Maker we had to carefully consider how to devise a campaign that would resonate and make people laugh, wherever they might be across our markets; the UK, Germany, France, Italy and more.

Translating humour in advertising across different countries can be fraught with complications because humour is so deeply rooted in cultural, linguistic, and societal contexts. Here are a few considerations that I thought others may find useful.

Find universal human truths

In-depth market research and cultural insight is an essential foundation for tailoring humour appropriately and understanding what will land internationally versus locally. We conducted a massive consumer research study among 25,000 participants to determine the attitudes and spending habits of package holiday buyers across our markets, which shaped the campaign, communication and brand strategy around it.

Consider cultural and linguistic barriers

Different cultures have different expectations and preferences towards humour and what might be considered hilarious in one country might be offensive in another. There are several examples where British sarcasm and understatement, for example, have fallen flat abroad and vice versa. Humour is inherently tied to culture and society understanding these is crucial to getting it right. Language is of course another significant hurdle. Puns, wordplay, and idiomatic expressions, common in funny ads, do not always translate directly. This requires creative solutions that can convey the same humorous intent without relying on direct translation.

Look to visual and non-verbal cues

Fortunately, comedy ads often combine physical and non-verbal elements to create humour. Visual gags, body language, and sound effects can contribute to the overall comedic effect. Although these elements can be just as culturally specific as verbal humour so it is important to recognise that some gestures might be meaningless or even offensive in another. Pre-testing advertisements with a sample of the target audience can help identify potential issues and make necessary adjustments before a full-scale launch.

Take account of political, religious and historical context

The socio-political environment, the religions and historical context of a country can also influence what is considered humorous. Consider carefully where you deploy political satire, or religious symbols, as these can lead to significant backlash if perceived as disrespectful or mocking. So, if you choose to go this route, it's important to gain an understanding of the source and cultures to ensure your humour makes sense and doesn’t hit a historical nerve.

‘It's Never Too Late To Book’

Our new campaign was inspired by insights that emerged from our research into the strangest places people book holidays and revealed some universal human truths that were consistent across our target markets. This developed into three creative executions that avoid the typical sun and beach ads used by most travel companies during summer, and cheekily encourage holiday goers to find and book a last-minute holiday, no matter their location – in this case in the loo, travelling on a busy bus or at the school concert.

The campaign, launched in various markets between mid and late June, has already garnered over 79 million impressions and four million clicks. It is already exceeding initial targets which is testament to its relatability.

Humour, done in the right way, and importantly founded into undeniable (and well-researched) human truths can transcend borders and create the deeper connections that brands need to succeed.