There’s not been much to joke about in 2020, with a pandemic, protests against inequality, and a tense political atmosphere leaving many people anxious. But humour is a powerful coping mechanism, one that creates moments of collective calm. So, how can brands get people laughing again?

In the middle of a pandemic, Americans are scrambling to keep abreast of the headlines – and stay sane while doing so. How can people stay informed while maintaining their mental health? And what else, besides objective information, can the media offer to those stuck at home?

Many brands recognise that evoking laughter is a sure-fire way to get people’s attention – but that’s easier said than done. Canvas8 spoke to Caleb Warren, a marketing professor at the University of Arizona, to learn about the difficulties of using humour in ads and how this impacts brand loyalty.

Berlin’s tourism authority has issued controversial ads around the city, using a shock tactic to get people to follow coronavirus safety measures. While the campaign certainly doesn’t mince its words, it has prompted debates around the effectiveness of provocative language to change behaviour.