Absurdity in advertising: a smart strategy in a rational world

When measurability and ROI are high on the agenda, absurdity feels like heresy. If it feels like every impression must lead to a click, and every click to a conversion, there’s little room left for flame eating babies (Burger King), fishmongers in need of a keyboard (KPN) or a man on a horse who your man could smell like (Old Spice). And yet, some of the most effective campaigns in recent history are unapologetically absurd.

The science behind absurd ads

Let’s be clear: this isn’t a rebellion against effectiveness. Quite the opposite. Research shows absurdity can increase ad effectiveness—when deployed with skill. Studies in advertising psychology suggest that incongruity, when resolved, leads to higher engagement and recall. It’s the brain’s love for pattern-breaking and puzzle-solving. Absurdity grabs attention, holds it, and makes the message sticky. Especially in a feed full of sameness.

But there’s a catch. Absurd advertising only works when the tension it creates resolves into brand meaning. If the punchline leads nowhere, the laugh doesn’t land. If the weirdness overshadows the who, your media budget just funded a surreal short film. Testing consistently shows that emotional impact must be linked to a clear brand moment. The goat in the bathroom has to sell something. And we have to remember what.

Absurdity doesn’t just work cognitively, it works socially. It signals identity. It draws lines. You’re either in on the joke or you’re not. That’s part of the charm, and part of the risk. Because absurdity polarizes. It creates lovers and haters. Advocates and skeptics. The same ad that makes one person laugh out loud makes another reach for the mute button. Brands like Oatly, Liquid Death, or Old Spice thrive on this divide. They don’t aim to please everyone. They aim to resonate with someone.

How audiences respond to absurd advertising

Different groups also process absurdity differently. Not by age, but by mindset. People who score higher in openness to experience are more likely to embrace surreal or incongruent messages. Others might view it as noise, distraction, or even disrespect. Context matters too: a startup with nothing to lose can play with absurdity. A bank during a crisis? Less so.

So when should brands embrace absurdity? When they want to break through noise, be remembered, and signal cultural fluency. When the brand can afford to be playful, strange, or divisive. And most of all, when absurdity says something true about the brand’s point of view.

Because absurdity isn’t the opposite of strategy. It’s the opposite of predictability. Sometimes the most effective thing a brand can do is surprise you.