Advertising has a reputation problem.
Somewhere along the way, it traded wit for algorithms, charm for conversion rates, and delight for data.
Flick on your devices, watch streaming, cable or scroll through your feeds and you’ll see what I mean—ads that feel less like invitations and more like interruptions.
Because they are!
And it doesn’t have to be this way!
C’mon, besides mattress sales and weekly grocery store loss leaders when you’re looking for a deal on Haas avocados – advertising is super annoying.
Advertising it was meant to grab your attention – and inspire you to remember to go buy whatever s#!t they were selling!
At its best, it’s playful, surprising, emotional – fun.
The kind of fun that makes people stop, smile, and think for a minute.
So how do we bring that energy back?
1. Start With Entertainment, Not Interruption
People don’t log on, turn on hoping to see ads – unless their water heater just exploded and they’re looking for s a discount on a new one.
They want stories, humor, inspiration—something that adds to their day. The most memorable campaigns feel less like ads and more like content you’d choose to engage with.
Instead of asking, “How do we sell this?” try asking, “Would someone actually enjoy this?”
If the answer is no, go back to the drawing board.
2. Embrace The Crazy
Safe advertising is forgettable advertising. The campaigns people talk about are often the ones that take risks—whether it’s an unexpected visual, a strange storyline, or an offbeat tone.
Fun lives in the unexpected.
That doesn’t mean being random for the sake of it. The weirdness should connect to the brand in a way that feels intentional. But don’t be afraid to push beyond “polished and professional” into something more human and surprising.
3. Let Personality Lead
Too many brands sound the same: overly neutral, vaguely upbeat, and completely interchangeable.
Fun comes from personality. A distinct voice – A brand voice – A point of view.
Whether it’s witty, sarcastic, wholesome, or bold, your brand should feel like someone—not something. When people can recognize your tone instantly, you’re no longer just another ad in the noise.
4. Play With Format
Not every ad needs to look like an ad.
Turn your campaign into a game. A mini-series. A parody. A social experiment. A piece of interactive content. When you break format, you break expectations—and that’s where engagement lives.
The platforms are already playful. Your advertising should be too.
5. Invite Participation
Fun isn’t passive. It’s something people want to be a part of.
Campaigns that encourage users to create, remix, vote, or respond tap into something deeper than attention—they build connection. When people feel like they’re part of the experience, they’re far more likely to remember (and share) it.
6. Don’t Over-Optimize the Joy Out of It
Data is powerful—but it can also be a creativity killer.
When every decision is driven by performance metrics, you risk sanding down anything bold or unconventional. The result? Ads that are technically effective but emotionally flat.
Not everything fun will test well in a spreadsheet. That doesn’t mean it won’t work in the real world.
7. Remember: People Share Feelings, Not Features
No one shares an ad because it clearly communicated product specifications.
They share it because it made them laugh. Or surprised them. Or made them feel something.
Fun isn’t fluff—it’s a strategic advantage. Emotion drives memory, and memory drives action.
Takeaways!
Putting the fun back in advertising isn’t about being silly for the sake of silly.
It’s about respecting your audience enough to engage them, entertain them, maybe even brighten their day – and then of course to get them to buy your s#!t!
In a world full of noise, the brands that win aren’t just the ones that are seen—
They’re the ones people actually like – and look forward to watching.
