How do I make a humorous print ad land?

Humor works in print when it is simple, fast, and rooted in a single idea. The best comic ads land the joke before the reader even reaches the copy.

• Focus on one product benefit and exaggerate it visually so the image does the work.
• Keep the copy minimal. The joke should read in under two seconds.
• Test the concept on people outside your team before you commit to a print run.
• Choose a quality paper stock so the piece feels worth keeping rather than tossing.
• For humor that unfolds panel by panel, a multi-fold format lets the punchline reveal as readers open it.