They say laughter is good for the soul and humor is making a comeback in the advertising world right now. I mean, who can blame brands? This type of advertising works for a plethora of reasons. The Journal of Marketing found that “humor is more likely to enhance recall, evaluation, and purchase intention when the humorous message coincides with ad objectives, is well integrated with those objectives, and is viewed as appropriate for the product category.” People love humor. They remember it. 90% more to be exact, according to Oracle. They also connect with it… and they connect with user-generated content more than paid advertising. So, why not put these two together to give yourself a recipe for advertising success? Our recent agency partners at Erich & Kallman did just this with their UGC campaign for Impossible Foods.