It’s that time of the year in ad land when we take a look at the commercials produced at exorbitant cost and placed at, well, exorbitant cost to give brands (and ad agencies) their thirty seconds of Super Bowl fame. But something seemed a little different this year, and it’s not just the absence of twenty different cryptocurrencies running ads. When we previewed 86 or so Super Bowl and “Big Game” related commercials and teasers, we began to notice that almost every single one was funny (or tried to be, bless their hearts). In this edition of Plain Talk, we’ll examine the sudden explosion of humor in advertising. We’ll also discuss why it’s happening now and what it means for the future of the business.

As marketing professionals with years of experience, we’ve all learned to trust, to some degree, that little voice inside our heads that tells us when we may have stumbled across an idea that could be genius. Intuition. Inspiration. The gap in time and space where the magic happens. Creatives in our industry thrive on honing their intuition to drive new ideas and break new creative ground. But in today’s highly fragmented and diverse customer universe, many brands find out the hard way that real insight must guide intuition. In today’s Plain Talk article, we’ll noodle some cautionary instances where a well-written research and insight development plan could have saved brands a lot of money and heartache on controversial ads and promotions.