Humour in advertising has declined by 37% over the past 20 years, according to Kantar, but evidence shows it remains a powerful tool for brand recall, emotional engagement, and long-term success.

Neuroscience shows that humour activates reward systems in the brain, making ads – and brands – stick with consumers long after viewing. Using humour to highlight daily routines or family dynamics ...

The evolution of Tet celebrations offers marketers a unique opportunity to leverage shifts in consumer behaviours to create relevant and impactful campaigns that resonate with Vietnamese audiences.