We’re witnessing the ‘wellnessification’ of absolutely everything. Beyond boosting their physical health with fitness and nutrition, people are looking for a path to being well in all aspects of their lives, including their finances, careers, activism, spirituality, home design, tech usage, and so much more....

Quorn’s second instalment of its ‘So Tasty, Why Choose The Alternative’ campaign capitalises on new year efforts to go meat-free. The ads demonstrate a way towards self-improvement and sustainability without sacrificing indulgence by channelling the feeling of post-night out fast food cravings.

The Chinese New Year spot for Malaysian biscuit brand Julie’s urges people to be optimistic through 2022. Chronicling the troubles of a Feng Shui Master who falls on hard times, the ad uses humour to boost pandemic moods, using it to help people think positively about the new year.

With its focus on authenticity and humour, TikTok isn’t the most conducive channel for branded content. However, ultra-low-cost carrier Ryanair is embracing the creativity of the social media platform through its witty videos, which have been extremely well received by the public.

Many brands recognise that evoking laughter is a sure-fire way to get people’s attention – but that’s easier said than done. Canvas8 spoke to Caleb Warren, a marketing professor at the University of Arizona, to learn about the difficulties of using humour in ads and how this impacts brand loyalty.