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Video Production Companies in Johannesburg: Humour in Videos

Have you ever watched a brand’s video and found yourself wondering, “Should they really be trying to be funny here?” It is a question many viewers and marketers alike ask as humour becomes a frequent choice in videos. With platforms like TikTok making funny, relatable clips wildly popular, brands are eager to join in. But not every video benefits from a joke or a playful moment. This raises a broader thought: when does humour help a brand’s message, and when might it actually get in the way? Some videos thrive on lightheartedness, making viewers smile and feel connected. Others require a more serious tone to build trust or communicate important information clearly. Video production companies in Johannesburg often help brands weigh these choices. Their role includes understanding which videos should embrace humour and which should take a different approach. This article explores these questions in detail, looking at examples of brands that have used humour effectively, and contrasting moments when a straightforward message was the better path.

The Case for Humour in Brand Videos

Humour has a unique way of grabbing attention. Research shows that videos with humourous elements are more likely to be shared, increasing a brand’s reach organically. A memorable funny moment often sticks in the mind longer than a straightforward advertisement.

Take, for example, Geico’s “Hump Day” campaign. The video used a simple joke about a camel walking through an office asking about the middle of the week. It was light, relatable, and made people smile, helping Geico’s name linger in the minds of viewers.

Humour also makes brands seem more human and approachable. Positive emotions like laughter help form friendly associations, which can translate into loyalty. A notable example is KFC’s “FCK” apology advertisement. After a supply chain mishap led to empty shelves, KFC responded with a witty print ad that acknowledged the problem with a light touch of humour. This helped maintain customer goodwill in a tricky situation.

With platforms like TikTok thriving on quick, funny content, brands are increasingly experimenting with humour to fit viral trends. Loewe, a luxury fashion brand, has found success by embracing playful videos that blend humour with current TikTok sounds and styles. These short clips help Loewe connect with younger audiences without losing its brand identity.

Here, video production companies in Johannesburg can provide valuable guidance. They understand how humour can be integrated into a video concept that suits the brand’s goals and audience, especially when aiming for social media traction.

When Humour Misses the Mark

While humour can be effective, it is not suitable for every brand or video type. One common problem arises when humour clashes with the brand’s established tone or identity. For example, a luxury brand known for elegance and sophistication may confuse or alienate its audience if it suddenly adopts a very casual or silly style.

Cultural sensitivity is another important consideration. Humour does not always translate well across different cultures or contexts. The 2017 Pepsi advertisement featuring Kendall Jenner drew heavy criticism because many viewers felt it trivialised serious social justice protests. This example shows that jokes touching on sensitive subjects can lead to backlash rather than approval.

Overusing humour can also reduce its effectiveness. A brand may see diminishing returns if it constantly relies on funny content, as audiences may become desensitised or lose interest. Old Spice’s “The Man Your Man Could Smell Like” campaign was wildly successful at first but faced challenges when the same style was repeated too often.

In cases like these, video production companies in Johannesburg can help assess the fit of humour based on a brand’s history, target market, and message priorities. Their expertise ensures humour is not simply added for its own sake but serves a clear purpose.

Guidelines for Effectively Incorporating Humour

Understanding your audience is the foundation for using humour wisely. Different groups respond to different kinds of humour, so knowing what will land well with the target demographic is essential. Conducting surveys or small focus groups can help determine what style of humour is appropriate.

Aligning humour with brand values is another key point. Humour should reflect the personality the brand has built, whether that is quirky, serious, or somewhere in between. Creating a humour style guide within a brand’s messaging framework can help maintain consistency.

Before launching any humorous video, testing is advisable. A pilot test with a smaller audience or A/B testing different versions can provide insight into how the humour is received and whether adjustments are needed.

This is where video production companies in Johannesburg come in again. Their experience with audience research, brand strategy, and production allows them to manage these steps and ensure humour fits naturally into the final product.

Types of Videos—Where Humour Works and Where It Does Not

Not all video types are equally suited for humour. Understanding which styles benefit from humour and which require caution helps avoid missteps.

Videos well-suited for humour include:

• Promotional and marketing videos: These are often designed to catch attention quickly, making humour useful for standing out.
  
• Explainer videos: Light humour can make technical or detailed information more approachable.
  
• Social media clips: Platforms like TikTok and Instagram favour short, funny content that users want to watch repeatedly.
  

Videos that require caution with humour include:

• Corporate videos and training materials: These often carry serious or formal messages where humour might distract or reduce perceived credibility.
  
• Health and safety videos: Clarity and seriousness are essential; humour could confuse viewers or downplay important instructions.
  
• Documentaries and brand stories: When sincerity or emotional depth is needed, humour risks undermining authenticity.

Video production companies in Johannesburg understand these nuances and can advise on where humour is appropriate and how to balance it with the video’s purpose.

Case Studies of Humour in Brand Videos

1. Poo-Pourri

Poo-Pourri has become well known for its humorous approach to an otherwise awkward subject: bathroom odor. Their videos use cheeky jokes and playful narration to break taboos while clearly communicating the product’s benefits. The ad features a calm, confident spokesperson explaining how the product works to eliminate unpleasant bathroom odors before they start. The humour lies in the contrast between the usually unspoken subject and the polite, no-nonsense delivery. This approach helped the brand gain a wide audience and high engagement without alienating viewers.

2. Blendtec

Blendtec’s “Will It Blend?” The series featured the founder blending unusual items, like smartphones and golf balls, with humorous commentary. By combining humour with a clear demonstration of the product’s capabilities, Blendtec effectively showcased its strengths without feeling forced or scripted. The series’ quirky and repeatable format helped the campaign go viral, reinforcing Blendtec’s image as an innovative and confident brand. This campaign boosted sales by turning product demonstrations into entertaining content.

Finding the Right Moment for Humour

Choosing to include humour in brand videos is a decision that calls for careful consideration. Not every message or audience responds well to jokes or playful moments. Sometimes, keeping things straightforward helps the message land more clearly. Working with video production companies in Johannesburg can help brands find the right balance, deciding when humour adds warmth and when it might distract. Understanding the context, the audience’s expectations, and the purpose of the video can guide this choice. In the end, the best videos respect their viewers by matching tone and content thoughtfully, whether that means sharing a laugh or simply being clear and honest.

Not every video needs a punchline, but knowing when to use one can make all the difference. If you want to explore how humour might fit your next project—or decide it’s better left out—Sound Idea Digital is here to help you find that balance. Get in touch and let’s talk about what works best for your story.

We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production. 
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |