When your ads and content don’t cut through, they’re about as useful as a chocolate teapot.
Welcome to marcomms in 2026. You’re up against a tsunami of spray-and-pray rubbish, cluttering up people’s attention.
But you have to cut through.
How?
Why not be witty?
Funny ads and content are far more likely to be remembered and shared. What’s more, they make people more likely to buy from you*.
HumourScope® is a training consultancy, specialising in this field. The result? Your brand cuts through, your customers are happy, and you enjoy the rewards.
Happy HumourScopers
So… do I just tell you what’s funny?
No. You learnt that when you were four years old.
I’m a specialist in exploring humour in marketing from a psychological, social and — above all — commercial standpoint, bringing you the latest research, but never blinding you with science.
I’ll investigate if humour is right for you. If so, I’ll explore how humour works best in your comms with your specific brand, audience, product and proposition. And if you’re using LLMs, I show you how to sift out the smart from the slop.
No fluff, no baloney, no bullsh*t. I simply train you in practical tools so your message cuts through.
Rabbit
I’m often asked to give keynotes, talks and workshops.
Click here to watch me rabbiting.
Oh, stop it!
‘What Paddy Gilmore doesn’t know about humour and marketing, frankly, isn’t worth knowing.’
John Lyon, CEO, Wilkins Harley-Davidson
‘Paddy gave us a clear understanding of humour’s “chemical formulas”, demonstrating how humour can help towards our long-term brand-building goals. His work will prove invaluable.’
Ilze Zukova, Brand Manager, Tele2
‘That was great. Listen, are you free to do another project?’
Hamish Goulding, Group Head of Brand Strategy, at the end of a training session to over 80 HSBC employees
* Sources
Oracle: Global Report: ‘45% of people have not felt true happiness for more than two years’, 15th June 2022
Eisend, Martin: ‘A Meta-Analysis of Humor in Advertising’, Journal of the Academy of Marketing Science, June 2009.