Cannes Lions

Laughing Matters: How Cannes' Humor Category Could Change Advertising

The move shows that the industry is ready to lighten up in the post-Covid era

Apple RIP Leon — The new humor category could encourage more work like last year's Film Lions Grand Prix winner, "R.I.P. Leon" from Apple.Apple

By T.L. Stanley

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To some marketing mavens, humor has always been in vogue. But they say the slapstick, snide, whimsical, dark or irreverent campaigns that creatives love to produce—and consumers often turn into viral hits—have yet to get their props from the granddaddy of advertising awards shows.

So the decision to introduce a humor category for the first time into 2024’s Cannes Lions International Festival of Creativity comes as welcome news. Technically, it’s a subcategory across 13 existing Lions, but its addition could have a profound impact on the business going forward, creatives say.

It

T.L. Stanley

T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.

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