Kate Baynham_Using Humor to be More Human in Advertising #65

Creative Director Kate Baynham:


“I think that humor makes us more human. Certainly there’s advertising in the world that’s emotional and heart-breaking. But if you think about everything that’s super famous in advertising, 90 percent of it’s funny.”

Humor is REALLY challenging to get right, and it doesn’t take much to have an advertising message fall far off the mark and turn people away from it altogether.

Kate is an Associate Creative Director at Goodby, Silverstein & Partners in San Francisco, and has created work for clients that include Frito Lay, Adobe, Nintendo, Sonic and the Ad Council.

For her work on an Ad Council campaign to curb bullying, entitled I Am A Witness, she won awards at the One Show, the Art Directors Club, a yellow pencil at the Design & Art Directors Awards, as well as a Cannes Lion.

Most recently, Kate, along with her creative partner Hanna Wittmark, was named one of the Next Creative Leaders by the One Club and the 3% Movement.

Kate is renowned for the humor she brings to her writing and creative concepts. Kate adheres to the old adage that tragedy plus time equals comedy. “Comedy can also be so painfully human and relatable that we laugh to keep from crying.”

Connect with Kate:

Website: www.dangermark.com
(also on Twitter and Instagram)

Resources/Books/People Kate mentioned:

Author Joan Didion

The Secret Lives of Color by Kassia St. Claire

Meredith Carr, Media Arts Lab for Good/ XQ Super School Project:



Using humor to make advertising more human

The secret to great advertising? Humor!



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