Humor can be effective as a method to help consumers feel good about a particular brand. But humorous ad messages also can be difficult to pull off and are not always successful in building brand awareness. Identify three current ad campaigns where you think the creator has attempted to use humor to boost the brand's likability factor, then consider these questions. Does the joke work? Is the joke quickly and easily linked to the brand's name or identity? Could the same joke work over a long period of time?