My take on humor across culture (and what I've been trying to tell marketers in Europe recently)

Not long ago, I hosted a masterclass in Munich for a group of marketing directors from across Europe. The topic I wanted to dive into? Humor. Why humor? Well, it’s one of those things that truly highlights the differences between us here in the Middle East and our headquarters in Munich. It’s not that they aren’t funny, or their work isn’t brilliant, but humor is one of the few areas where you realize just how much location matters. Humor doesn’t always travel well across countries.

Take Germany and France, for example – two neighboring countries with very different approaches to humor. The same could be said for the UAE and Saudi Arabia in our region for instance. Or even within a single country: try cracking a joke in a local dialect when you’re just a few miles from home. It doesn’t always land the way you expec

Now, I’m fully aware that we’re not the biggest players in the region, and who am I to tell you how to use humor? There’s incredible work being done across our region, and humor is a vast topic – one we could dissect for hours or even get philosophical about. But to cut to the chase, what would I recommend for marketers looking to give their brands a touch of humor Here are my top five tips (go ahead, feel free to disagree and let me know what you think):

It’s not important if you find something funny; what matters is whether your target audience does. Humor depends on factors like age, behavior, and cultural background, so always keep your audience in mind when crafting jokes or humorous scenarios.

Relying on clichés in ads doesn’t work. Clichés don’t tell stories. For example, simply inserting a brand into a typical Ramadan setting won’t make an ad memorable. Instead, use key insights to tell a story that’s uniquely funny and relevant to your audience within that cultural context.

Maintaining a consistent brand voice is essential. Avoid shifting tone with every campaign. Authenticity is the new currency, so be true to your brand and let it shine through in every piece of communication.

Don’t rush humor. It takes time to craft something authentic and engaging. It’s a journey that requires patience. Test your insights, build upon them, and think ahead. After all, Ramadan comes every year!

Trust your agency or brand partners and trust your gut. Avoid making last-minute changes that water down the humor. The audience can tell when humor feels forced or timid, so embrace bold, well-thought-out ideas.

Put yourself in the shoes of your audience. Authentic humor comes from understanding their experiences and emotions. It’s not just about using insights. It’s about genuinely connecting with people and being human.

Humor and these insights are often best conveyed through storytelling or by sharing real examples. For the masterclass, the first thing that came to mind was Melody Tunes with their memorable ‘80s ads - some of you might remember! They used humor to promote English music, featuring hits like Madonna’s Hung Up and Akon’s Smack That. It’s the kind of humor that resonates with everyone, and looking back, those ads really demonstrate the five key points above. And as for us? We’re certainly beginning our own journey with humor in our work. Check out some of Abdul Latif Jameel Motors’ past Ramadan spots or stay tuned for what’s coming next Ramadan!

To close things out, there’s a quote I really like from my colleague Mona Munayyer Ginzaltea, Chief Growth Officer at Serviceplan Americas and Pereira O’Dell. It perfectly captures the role of humor in today’s world:

“It’s time to fully embrace humor again, along with the tragic, maddening, inspiring work, too. Humor in its best form (which means a million things to a million people, the beauty of it) is not insensitive. It is not a cop-out. It definitely is not easy - particularly in difficult global times. It’s a part of our experience that is needed to create depth, nuance and appreciation of all the emotions we’re looking to dig out of our hardened, tired audiences.”

Written by Saleh El-Ghatit, Executive Creative Director at Serviceplan Arabia