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The Role of Self-Deprecating Humor in Advertising

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Not too long ago, Boat found itself under fire, with people criticizing them for manufacturing their products in China. On Republic Day, the brand decided to flip the script. They roped in Ravi Gupta, a famous comedian, for a cheeky "exposé" video, which featured Ravi taking a tour of Boat’s manufacturing facility. The video humorously depicts Indian employees working in the facility ‘supposedly’ located in China. This satirical take aimed to debunk the myth that Boat imports its products from China. Towards the end of the video, Boat clarifies that through “constant efforts, they have scaled from 0% to 75% of all units manufactured locally.” The initial narrative of the ‘exposé’ worked as a hook, allowing the brand to address the controversy with humor and clear their stance.

Self-deprecating humor does more than diffuse tension. It builds bridges. It makes brands human, likable, and relatable. By laughing at themselves, companies show they’re confident enough to not take everything too seriously. And in doing so, they turn skeptics into loyal fans.

Why Self-Deprecating Humor Works

Customers tend to fall in love with a brand that doesn’t act like it’s perfect. A brand that’s not too big to admit, “Yes, we’re a little off at some things.” That’s what self-deprecating humor does. It takes the image of a polished, untouchable brand and turns it into something real.

Self-Depreciation Masterstrokes

Some brands have mastered the art of making fun of themselves and still being able to connect with their customers. Let’s look at a few examples that stand out.

Surreal (The Cereal Brand)

Surreal doesn’t act like they’re the king of the cereal aisle. They embrace their underdog status. Their campaigns, like “We got Michael Jordan. Just not that Michael Jordan”, aren’t just funny but downright brilliant. They didn’t have a huge budget to hire a celebrity, but they had humor on their side. They leaned into their niche, proving that humor and authenticity go a long way in building a brand following.

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KFC’s “FCK” Apology Ad

When KFC faced a chicken shortage in the UK, they didn’t go the usual corporate route. No boring statements, no robotic apologies. Instead, they came up with a full-page ad that rearranged their logo to read “FCK,” and went straight to the point with a funny yet heartfelt apology. It diffused the frustration and brought a smile to the faces of hungry customers.

Zomato Roast of Itself

Zomato’s self-deprecatory roast was a masterstroke in marketing, as the brand leaned into its quirks and turned them into humor. Comedians joked about Zomato's cheesy notifications and "ringy" marketing tactics the brand uses to connect with a younger audience. By embracing the humor, Zomato showcased its self-awareness and comfort with its identity. CEO Deepinder Goyal’s presence and willingness to laugh at jokes about delivery delays added to the brand’s authenticity. Including rival Swiggy, with a comedian in their uniform, highlighted Zomato’s ability to laugh at the competition while staying true to its playful, relatable persona. This campaign kept Zomato relevant and solidified its bond with Gen Z.

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Sprite’s LeBron James Ad:

In a hilarious twist on celebrity endorsements, LeBron James, the face of Sprite, says, “I’d never tell you to drink Sprite, even if I was in a commercial for Sprite, which I am.” This campaign poked fun at the common practice of celebrities endorsing products, with LeBron laughing at the very idea of him convincing people to buy the drink. The ad resonated because of its candid, funny tone, which made Sprite seem more relatable and grounded.

When Self-Deprecating Humor May Not Work

Self-deprecating humor might have worked for brands like Zomato and KFC, but it’s not for every brand. Here are some key considerations before jumping in:

1. Know Your Audience Humor is subjective. Understand your audience deeply. Whether it’s a sarcastic millennial in Mumbai or a cheeky Gen Z in Bengaluru. What resonates with one group may not connect with another. Market research, surveys, and customer feedback are critical in gauging the type of humor your audience relates to.

2. Stay Authentic The most effective humor is rooted in your brand's true identity. Forcing a joke that doesn't align with your brand’s personality can backfire, leaving your audience feeling disconnected. Authenticity builds trust. Ensure your humor reflects your core values and voice, not someone else’s idea of funny.

3. Be Mindful of Brand Equity Self-deprecating humor can be effective, but it’s a double-edged sword. Too much self-criticism might hurt your brand’s perceived value. If your brand is known for being premium or aspirational, too much humor might undermine that positioning. It’s crucial to strike a balance between humor and maintaining your brand’s credibility.

4. Test the Waters Before rolling out a full-scale campaign, start small. Test your content on a niche audience through A/B testing, focus groups, or even social media polls. Monitor engagement and feedback closely. If it lands well, then expand. If it doesn’t, iterate based on real-time feedback to fine-tune your approach.

In the end, advertising is about connection. Whether it’s through humor, storytelling, or bold messaging, the goal is always to make your audience feel something. Self-deprecating humor is just one way to do that, but what truly sets a brand apart is its ability to listen, adapt, and remain authentic. A great campaign doesn’t just make people laugh. It makes them remember, trust, and engage with your brand on a deeper level.

At Natter, we believe every brand has a unique story waiting to be told. Whether it’s humor, emotion, or a mix of both, we know how to shape narratives that leave a lasting impression. Let’s work together to create campaigns that inspire, connect, and drive real impact. Reach out to us today, and let’s start building something unforgettable.