People want ads that make them laugh
Humor is a more prominent factor than purpose, surprise, or novelty when looking at the most popular commercials in modern history
It’s also more fun to work with.
large groups of people don’t always share a sense of humor
I wonder how much algorithmic platforms and personalized ads change this. You’re not making an ad to reach everyone, you’re making an ad to reach a subset of your audience that it will resonate with.