I was recently bantering with a friend and to illustrate a point, I quoted a popular comedian. My friend immediately said, “That doesn’t support your argument, [he] is only a comedian!” I’ve been pondering that statement ever since. Just because someone is labeled a “comedian,” or an opinion is presented in a comedic fashion, does this weaken credibility?

Many of the tendencies that make us innately human are hysterically funny. Advertisers have been using humor to establish intrigue, build excitement and communicate benefits for as long as there have been brands to promote. Allstate’s latest campaign featuring Dean Winters as “Mayhem” is a good example. The “Anthropomorphic Mayhem” plays various characters such as raccoons in the attic, teens recklessly driving pink SUVs, and GPS failures to communicate the disparity between Allstate’s product and “cut-rate” insurance. The scenarios that Allstate depicts are all potentially true, funny, and completely credible. Has anyone ever said, “I’m not buying [product X] because they have funny ads!” Humor can be an excellent way to present the concept to a cynical audience.

Credibility has been defined as “the quality or power of inspiring belief.” Inspiring belief can be as simple as being confident in your message and making assertions that can be verified. If that message can also entertain through the use of humor—even better.

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