People Want Ads That Make Them Laugh, Research Shows

“Work entered into this category should use wit and satire to provide amusement and create memorable, laughter-inducing connections with audiences,” Cannes Lions noted in a statement.

Data shows there’s good reason behind adding a humor category. More than purpose, surprise or novelty, humor is the most prominent factor behind many of the most popular commercials in modern history, according to new findings from marketing and innovation consultancy Spikes, which partnered with data analytics firm YouGov to survey more than 3,500 U.S.