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BBDO on why marketing needs humor

As the iconic line goes from the Snickers ads, “You’re not you when you’re hungry.” Thirteen years after BBDO Worldwide created this first spot for the candy brand, which featured Betty White, Robin Williams, and Danny Trejo and more stars, the concept has had lasting impact.

BBDO’s President and CEO, Andrew Robertson, shared on The Current Podcast why humor is so important for a brand’s identity.

“If you can use creativity in whatever medium you’re working in, whatever form you are working in to make people feel good and attach that feeling to your brand, you will sell more,” Robertson says.

Elsewhere on the podcast, he explains why funny ads are on the way back, how former President Barack Obama used humor as his way in during the Affordable Care Act rollout, and what happens if an ad ends up not being funny enough.