Are Media worked on this project in collaboration with The Lab– completing extensive cultural research along with a combination of qualitative and quantitative work. This was followed by scanning two thousand pieces of social media content using AI and machine learning to see what was resonating and making her laugh.
Humour improves ad receptivity for both men and women more than any other ad characteristic. Which poses the question – why is humour used so much more to ‘connect’ with men vs. women in advertising? A Kantar study found that just 22% of ads featuring women use humour vs 51% featuring men (Kantar, 2019).