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When to Use Humor in a Crisis (and When to Walk Away)
A stiff, formal apology is the usual playbook for a corporate crisis, but sometimes, a carefully placed bit of humor or a clever marketing move can turn a PR nightmare into a masterclass in branding.
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Dear favorite business leader,
Have you ever seen a corporate crisis unfold on social media? It’s wild how fast a small misstep can become a full-blown PR nightmare. When the heat is on, most companies reach for the same playbook: a stiff, formal apology. But sometimes, a carefully placed bit of humor or a clever marketing move can not only calm things down, but actually turn a negative into a positive. The trick is knowing when to crack a smile and when to stay completely serious.
The viral kiss cam
Remember last month’s viral video of the Astronomer CEO and HR director canoodling (gosh, I love that word!) on the Coldplay kiss cam? The internet went into a frenzy. It was a PR nightmare that ended with both of them leaving the company. Instead of hiding, the company made a genius move. They hired Gwyneth Paltrow—yes, the one who used to date the Coldplay lead singer—as a temporary spokesperson. Her video wasn't a formal apology. It was a master class in owning the narrative. Without ever mentioning the scandal, she used her famous connection and slightly detached vibe to refocus everyone’s attention back on what Astronomer actually does. It was a bold, funny, and brilliant way to redirect a disaster. The video earned 647,000 views (as of last week). That’s a lot of people who now know what Astronomer does.
The case of the missing chicken
Of course, not every brand has a Gwyneth Paltrow on speed dial. A perfect example of a company making a risky-but-brilliant choice is KFC in the UK. In 2018, they ran out of chicken. Yes, a chicken restaurant with no chicken—yikes. It was a huge, embarrassing blunder. But instead of a boring apology, they ran a full-page ad in a newspaper with a simple headline: "FCK." Below the letters was a photo of an empty bucket and a sincere, funny apology. It was the perfect mix of self-awareness and accountability. The public loved it because it felt like a real human being was talking to them, not some faceless corporation. The ad went viral and turned a major headache into a widely-praised moment of marketing genius.
Poking the rival with roasts
Another clever strategy, this one involving a competitor's weakness, is Wendy's "National Roast Day" campaign. While not born from a specific crisis, Wendy's has turned its social media presence into a master class in opportunistic marketing and brand humor. When their rival, McDonald's, faces a perpetual public relations headache over using frozen beef or their frequently broken soft-serve ice cream machines, Wendy's is quick to "roast" them on Twitter. These cheeky jabs don't just mock their competitor; they brilliantly and consistently reinforce Wendy's own brand promise of using fresh, never-frozen beef. It shows how a clever and confident brand can turn a rival’s misfortune into a memorable branding moment for themselves, all while building a loyal and engaged following.
So, when does a lighthearted approach work?
- The problem is more awkward than harmful. If the crisis is embarrassing but no one is truly hurt, a little humor can show that you get it.
- You’re already a fun brand. If your brand is known for being playful, a witty response will feel genuine, not forced.
- You're not blaming anyone else. The humor has to be directed at yourself. You have to own the mistake, not make a joke to get out of it.
- It humanizes your brand. Taking off the corporate suit can make your company seem more relatable and trustworthy.
But please, don’t try this if…
- Someone got hurt. If a crisis involves injury, death, or serious harm, humor is completely off the table. It's insensitive and will be seen as cold and cruel.
- You’re still not sure what happened. Never try a clever tactic before you have all the facts. It’s a recipe for disaster.
- It looks like you’re trivializing the issue. Your joke must not make light of the actual problem. It has to be an apology, first and foremost.
At the end of the day, crisis communication can be like walking a tightrope. Humor and clever marketing can be powerful tools, but you've got to use them with a ton of caution and a real understanding of the situation. When in doubt, honesty, empathy and transparency will always be your safest—and smartest—bet.
Brandfully yours,
Tracy
Tracy Pratt, a Cedar Rapids marketing professional with expertise in communication, consumer behavior and AI strategy, believes in blending data with storytelling to help businesses build stronger relationships. Message her on LinkedIn: linkedin.com/in/1tracypratt.
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