Only a fool is funny just for funny's sake.

A jester is a specific type of clown mostly associated with the Middle Ages.

Jesters typically wore brightly colored clothing in a motley pattern. Their hats were especially distinctive; made of cloth, they were floppy with three points, each of which had a jingle bell at the end. The three points of the hat represent the asses' ears and tail worn by jokers in earlier times.

Other characteristics distinctive about the jester were his incessant laughter and mock scepter.

There is most certainly a place for humour in advertising. People like to laugh, so funny commercials get noticed and are often well-liked. And therein lies the trap. Like the jester, too many commercials are only concerned with getting a laugh, with no regard to the impression, if any, left behind. These are disposable ideas.

It is crucial to make the distinction between entertainment for entertainment’s sake, and the need to provide entertainment value as a vehicle to convey a message.

Your ads can be smart and funny.

So can we.