On why brands stopped being funny

Naresh Ramchandani, partner at Pentagram London, discusses why he thinks it’s time for brands to start making us laugh once again

A TV producer once gave me a great definition of a sitcom. “In a sitcom,” she said, “there’s always a character trying to climb out of a life situation, but they’re always pulled back down, and that’s the comedy.”

Fast-forwarding through some of my favourite sitcoms, her account rings true. Jen is looking for corporate promotion, Roy is trying to find love and Moss wants to be a Mastermind champion, but all are stuck in tech support basement hell in The IT Crowd.

The Humour issue

CR gets serious about being funny featuring
Wes Anderson’s Isle of Dogs, Lisa McGee,
Naresh Ramchandani, David Kolbusz, Roz Chast,
Emily Oberman, Asterix, Stephen Collins,
Dominic Wilcox and the DLR

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