Many people are looking for lighthearted, escapist moments that alleviate societal stressors and allow people to tap into feelings of fun and joy. Ribena’s Chin Up campaign spotlights life's awkward stumbles, but reframes them in a celebratory way where people can reap the benefits.

A survey has found that shoppers are more likely to take notice of small businesses with funny or witty names, potentially boosting their inclination to buy from those firms. It highlights how humour can be a powerful force in engaging consumers, whether that's through big campaigns or names alone.

The Chinese New Year spot for Malaysian biscuit brand Julie’s urges people to be optimistic through 2022. Chronicling the troubles of a Feng Shui Master who falls on hard times, the ad uses humour to boost pandemic moods, using it to help people think positively about the new year.

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.