The Comedy Focus

Are ads still amusing? Can campaigns compete with comedians? We speak to the freshest, finest and funniest minds of the industry to get a grip on gags.

Talent

Chaka Sobhani: The Way I See It

Now Global CCO at Leo Burnett, Chaka Sobhani spent over 10 years as a filmmaker and in TV, where she set up ITV Creative and worked on content for shows ranging from The X Factor to Downton Abbey. Moving into advertising she’s worked on award-winning campaigns for McDonalds, Boots, Coca Cola, Samsung and more. She talked to shots about Corrie, comedy and Cleopatra.

Insight

The psychology of comedy

In a readers' poll of the best ad of all time run by Campaign in 2008, every entry in the top ten was a comic commercial, with John West's 2000 classic, Bear, being the winner. Here, G Neil Martin, Honorary Professor of Psychology at Regent's University of London, and author of the book The Psychology of Comedy, delves into the mechanics of humour and explores the role of mirth in marketing.

Talent

Ruganzu ‘Riggs' Howard: On the comedy frontline

Ruganzu ‘Rigg’s Howard is busy honing his comedy chops after teaming up with Epoch Films and fellow director Matthew Swanson, both of whom talk to Tim Cumming about the practice and politics of comedy.

Craft

How Vedran Rupic created a holy trilogy of surreality

Through three distinctive music videos for Bosnian-Swedish DJ Salvatore Ganacci, director Vedran Rupic has honed an artist persona that is shocking, unique and undeniably hilarious. Here, in his own words, he describes how each film came together, and why a childhood friendship resulted in the ultimate MV muse.

Insight

Why modern comedy ads are no joke

Is comedy curtailed by a committee? Do we need flexibility in order to allow jokes to evolve? How has humour changed in the last few decades in advertising? Merman director and comedic commercial legend Guy Manwaring discusses the role of gags in an industry nervous to act on impulse.

Insight

In marketing, as in comedy, originality is the key to success

Rik Moore, Managing Partner for Strategy at The Kite Factory, on why having a distinctive voice is vital, whether you're selling a punchline or a product.

Insight

How to bring out the funny in any celebrity

Director Danny Corey has worked with various celebrities and sports stars and here explains the best ways of conjuring the comedy from your non-professional acting talent.

Talent

Creative Correspondence: Traktor and Rick Russell

From belligerent bellies to cheesed-off chickens, from Super Bowl chart-toppers to promo perfection, editor Rick Russell and directing supremos Traktor have had a long and fruitful working relationship, one which often tickles our collective funny bone. Here they talk about their methods, how they stay on top, and why their partnership works.

Inspiration

On My Radar: Sammi Cohen

Sammi Cohen, director at MindsEye, talks Keaton, cameras and why she has Tom Hanks to thank for her career, as she reveals what's on her comedy radar.

Insight

How comedy has shaped my creativity

Jonathan Grant, Senior Creative at The Brooklyn Brothers London, has been involved in comedy for 18 years. Here he explains the lessons comedy has taught him and how he's applied them to advertising.

Insight

The power of comedy to connect

VaynerMedia London creative team Yama Noorzad and Matt Luke on why they set their colleagues a creative, comedic challenge, and how comedy can be a magical element.

Talent

The Way I See It: Tim Godsall

Internationally renowned for his comedic, character-driven commercials, Anonymous Content director Tim Godsall has produced high-profile, awards-laden spots for brands including Axe, Old Spice, Southern Comfort, Xbox and many others. Here he shares stories of breakfast chocolate, a David Kolbusz T-shirt mix-up and a surprising celebrity-in-the-bathroom situation.

Inspiration

On My Radar: Terri Timely

Park Pictures comedy directing duo Terri Timely (aka Corey Creasey, right, and Ian Kibbey, left) on the ads they find funny, the films and TV shows that tickle them, and the the dog that influenced their career.

Insight

The gatekeepers of comedy are no longer in charge...

... and, says Jesse Dillow, Executive Creative Director & Partner at Camp+King, that’s a good thing for advertising. He explains why the future of comedy will be decentralised, community driven and more inclusive.

Inspiration

On My Radar: Greg Bell

Greg Bell, director at Tomorrow, talks comedy as he discusses funny ad ideas, his go-to scenes from funny films, and why dark humour is the best humour.

Insight

The purpose of laughter; why being funny stands out

Andy Jex, CCO at TBWA\London, argues that for charity and purpose-centric commercials to make an impact on audiences, laughter is always the best medicine.

Insight

How to poke the bear without being eaten alive

Ed Burgess, Creative Lead at The Wild, thinks that using humour to gently prod your rivals is an underused tactic and that, if you get it right, both kudos and commercial success could be yours.