Think about the last ad that stuck with you or was discussed en masse: you probably laughed, cried, or absolutely hated it—which made you rage-cry? Lots of businesses use humor to sell products or services. But plenty of people don't think humor is appropriate during the COVID-19 pandemic, and the subjectivity of comedy makes it seem like a bit of a gamble for a marketer. When crafted with care, a well-placed joke or self-effacing quip has the power to unite, endear, or invoke solidarity. To write humorous copy without embarrassing your brand, it's essential to know your audience, have a clear premise, and craft solid setups before writing punchlines. Awareness of your brand identity and its boundaries is also crucial, as well as knowing what you can get away with in terms of humor. By following these tips, businesses can increase the chances of their humorous ad or copy resonating with their target market.