BBDO created the iconic Snickers “You’re Not You When You’re Hungry” campaign. The agency’s President and CEO, Andrew Robertson, breaks down the power of humor. Episode TranscriptPlease note, this transcript  may contain minor inconsistencies compared to the episode audio.Damian: (00:01)I'm Damian Fowler.Ilyse: (00:02)And I'm Ilyse Liffreing.Damian: (00:04)And welcome to this edition of the current podcast.Ilyse: (00:10)This week we sit down with Andrew Robertson, who has been the president and CEO of BBDO Worldwide since 2004.Damian: (00:19)No doubt over his career, he's had a bird's eye view of creative trends in the ad industry. And last year he gave a keynote presentation in the Palai at Cannes Lions and why humor is one of the most effective tools in advertising.Ilyse: (00:32)And yet he pointed out that funny ads have been on the decline for 20 years. He reminded the crowd that having a laugh is also good for business.Damian: (00:42)Since that talk, Cannes Lions has added a humor category to its awards for 2024. Maybe we have Andrew Robertson to thank for that.Ilyse: (00:58)Before we start, we thought it might be a good idea to take a listen to some recent funny ads, starting with this one from T-Mobile starring Bradley Cooper. And of course his momAd: (01:10)Does T-Mobile really have a 5GAd: (01:12)America's largest 5G network. Try it again. OhAd: (01:15)My God, you look like a flamingo inAd: (01:17)This. Okay. The America's largest, largest five network network. How can I help you? Hi, how are you? , can I help you? You'reAd: (01:26)Making me crazy.Damian: (01:27)And here's a bit from Workday's. Big game spot titled Rockstar featuring. You guessed it. Real rock stars like Kiss Front man, Paul Stanley, Joan Jet, Billy Idol, and Ozzy Osborne.Ad: (01:39)Hey, corporate types. Well, you stop calling each other rock stars. You'reAd: (01:42)A rockstar. You are a rockstar.Ad: (01:44)Rock stars, please.Ad: (01:46)You know what it takes to be a rockstar. I've trashed. I rums in 43 countries. I was on the road since I was 16.Ad: (01:53)I've done my share of bad things. Also your share of bad things.Damian: (01:57)And finally, we are big fans of Liquid Death here at the current. Their latest dad takes a bold and unconventional approach to raise awareness about plastic waste on the planet. And it does this while making a smile and cringe all at the same time.Ad: (02:12)Thanks to our proprietary and somewhat pain-free surgical method, a sexier planet begins with a sexier you.Ad: (02:22)Now I'm practically oozing with beauty.Damian: (02:26)Thanks. Liquid death.Ad: (02:28)Now we can use old plastic bottles to enhance anything. And I mean anything.Ilyse: (02:34)Oh my gosh. Ouch. , that's a good one. Well, the good news is there's plenty more funny where that came from, but let's hear from Anju first.Andrew: (02:44)I gotta be honest. When I made the proposal in the presentation that there should be a line for humor, it was really only to get another joke into the presentation. Um, but that was really the only reason I did, did it. However, I'm really thrilled that they have gone ahead and done it. That was a turning point. I think it was a turning point in terms of the work that was getting awarded at Cannes. I think it was a turning point at, in terms of the work that was being entered. Um, and I think my, I think my presentation was just, you know, the right thing at the right time. It was something I wanted to get off my chest. And judging by the response from the audience and the feedback I got subsequently, it was something a lot of people wanted to hear at that moment.Damian: (03:30)Let's go back to your presentation a little bit. I I loved it. You kicked it off with this fantastic story about when you first learned that humor sells. I, I wonder if you wouldn't mind recapping a bit of that story.Andrew: (03:43)When I was, uh, a student, I had a number of kind of part-time gigs. And one of them was selling vax vacuum cleaners door t