Santander’s Bank of Antandec UK advertising campaign featuring the iconic British TV broadcasting duo Ant and Dec has concluded after six years, per Little Black Book. The series of 15 ads followed the Bank of Antandec as it humorously and unsuccessfully tried to compete with Santander’s products. By investing in a long-running, character-driven narrative, Santander put on a show and achieved a level of engagement and memorability that a simple product-focused ad could never achieve. It also showed consistency by building and maintaining its brand voice over the span of the campaign.

LinkedIn is urging B2B marketers to embrace unscripted, authentic video after seeing strong engagement growth on the platform. CMO Jessica Jensen told EMARKETER that “real humans talking like real humans” resonates far more than polished assets, encouraging executives to share candid updates and even humor in their posts. The push reflects broader demand: 52% of US B2B marketers used video in 2024, while Millennials and Gen Z—now 71% of B2B buyers—expect casual, social-style content in professional settings. With B2B video ad spend rising nearly 18% this year, LinkedIn is well positioned to capture that momentum.

Data startup Astronomer turned an unlikely scandal into a viral branding win by embracing humor, celebrity power, and swift accountability. Following a Coldplay concert kiss-cam incident involving top execs, the company leaned in with a satirical ad starring Gwyneth Paltrow and backed by Ryan Reynolds’ Maximum Effort. The campaign’s charm came from its cultural timing, humor, and clear separation from product quality. Astronomer followed with decisive leadership changes and transparency, using the spotlight to explain its core offering. The result: a case study in how tone, timing, and authenticity can turn public mishaps into brand momentum.

E.l.f. SKIN is blending product marketing and comedy with “Sunhinged,” a comedy special that doubles as a PSA for sun protection.

Study finds B2B ads lacking in creativity: Emotional appeal and humor boost effectiveness, with creative ads leading to greater brand loyalty.

While making up just 2% of US market share in their categories, the 97 companies on Bain’s Insurgent Brands 2024 list captured nearly 20% of incremental category growth last year, per the firm.

Fast-casual restaurant chain Chipotle Mexican Grill is a pioneer in meme marketing, having incorporated memes into its social media strategies since mid-2018.

Internet memes are not a new phenomenon, but the events of 2020 have spurred their consumption. Despite their popularity among social media users, marketing with memes can still be a risky business for brands.