Brands shift to memes and real-time humor to capture attention

Modern brands are increasingly shifting away from traditional interruption-based advertising toward strategies designed to capture attention in the digital attention economy. Companies like Netflix, Wendy’s, and Kohl’s are adopting the behaviors of internet users by utilizing memes, jokes, and real-time reactions to join existing cultural conversations.

While humor can be a powerful tool for creating earned media—content that audiences voluntarily share—it carries significant reputational risks. For example, golf brands Good Good and Callaway faced backlash and were forced to withdraw an advertisement after a spoof of a horror film was perceived as making light of violence against women.

Successful engagement in the current landscape requires brands to master timing and emotional resonance. While traditional media requires long-term planning, social media allows for rapid responses to trends. However, failing to strike the correct tone can transform a marketing attempt into a commercial and reputational crisis.