{"id":29803,"date":"2025-09-29T15:14:43","date_gmt":"2025-09-29T22:14:43","guid":{"rendered":"https:\/\/presskitchen.com\/?p=29803"},"modified":"2026-01-28T09:49:59","modified_gmt":"2026-01-28T09:49:59","slug":"uegs-jarrod-moses-at-the-drum-live-how-brands-should-and-should-not-make-us-laugh","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/uegs-jarrod-moses-at-the-drum-live-how-brands-should-and-should-not-make-us-laugh\/","title":{"rendered":"UEG’S Jarrod Moses at The Drum LIVE: How brands should, and should not, make us laugh"},"content":{"rendered":"

\"\"<\/p>\n

Marketing<\/b><\/a>The Drum Live<\/b><\/a><\/p>\n

By <\/b>John McCarthy, <\/b><\/a>Opinion editor<\/span><\/p>\n

At <\/b>The Drum Live<\/b><\/a>, the marketer explains how his new agency, The First Darrin (which he founded with JB Smoove), helps brands harness humor.<\/b><\/p>\n

\"\"<\/p>\n

Jarrod Moses and Lynn Lester at The Drum Live<\/strong><\/em><\/p>\n

Comedy has long been advertising\u2019s secret weapon, but in 2025, it is also becoming one of its most complex frontiers. Jarrod Moses, founder, chief executive officer and president of United Entertainment Group (UEG), recently teamed up with acclaimed comedian and Curb Your Enthusiasm star JB Smoove to launch a new comedic agency dedicated to helping brands get humor right. At Cannes Lions this year, <\/span>we covered the launch<\/span><\/a>.<\/span><\/p>\n

Now, speaking at The Drum Live, he <\/span>argues that the case for comedy is grounded in hard data<\/span><\/a>. \u201cOver 40% of ads around the globe are comedy-based, where there\u2019s some kind of comedic thread pulled into the storyline of campaigns,\u201d he says.<\/span><\/p>\n

\u201cIf you use comedy in your campaigns, there\u2019s a 70% higher likelihood of conversion to purchase than if you don\u2019t. These are real statistics.\u201d<\/span><\/p>\n

But while comedy sells, it also misfires easily.<\/span><\/p>\n

\u201cSo many people try to be funny in the world of advertising and marketing. And as all of you know, it\u2019s really hard to do,\u201d Moses says. <\/span><\/h2>\n

That is where Smoove comes in. Known for his improvisational energy and scene-stealing turns on HBO\u2019s Curb Your Enthusiasm, he has been bringing his comedic voice directly into campaign storytelling.<\/span><\/p>\n

\u201cHe writes copy that\u2019s serious. He writes so that, if you come to him with a brief and you want to accomplish an objective… he writes it straight, meaning that he writes the story first,\u201d Moses explains. \u201cHe then punches it up. He starts to throw in the left and the right of funny into the straight copy, because you have to have the message first before you make it funny.\u201d<\/span><\/p>\n

The new agency\u2019s model also challenges the industry\u2019s heavy reliance on outside talent. \u201cIf you\u2019re running an agency, I\u2019m willing to bet probably one out of two of your creatives are outsourced,\u201d Moses says. By embedding comedy talent into the heart of campaigns, he and Smoove aim to build a more authentic, sustainable approach.<\/span><\/p>\n

And then, artificial intelligence adds another wrinkle. \u201cAI is here to stay. We all know that, but there are two things that AI will never do… AI cannot create taste and AI cannot create culture.\u201d He adds that it will never have the nuance that the best comedy requires. It isn\u2019t the correct response for everyone anyway. \u201cThere are brands that just can\u2019t be funny and they\u2019ll try hard to be funny and you\u2019ll smell it, right? \u2018This is ridiculous. I don\u2019t believe it. I\u2019m not going to do it.\u2019\u201d<\/span><\/p>\n

From signing Rihanna to Secret Deodorant 17 years ago to early work with Taylor Swift, Moses has built a career on spotting talent before the world catches up. Partnering with JB Smoove, he believes, marks the next big opportunity: helping brands find their comic voice and their own audience in 2025.<\/span><\/p>\n

\"\"<\/p>\n

Read the full article HERE<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

MarketingThe Drum Live By John McCarthy, Opinion editor At The Drum Live, the marketer explains how his new agency, The First Darrin (which he founded with JB Smoove), helps brands harness humor. Jarrod Moses and…<\/p>\n","protected":false},"author":2,"featured_media":29806,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,4779],"tags":[272,4676,4830,4888,4889,209,248,249,254,259,260,261,262],"class_list":["post-29803","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-ueg","tag-new-york","tag-ueg","tag-jarrod-moses","tag-laugh","tag-the-drum-live","tag-agency","tag-ad","tag-advertising","tag-brands","tag-campaign","tag-comedy","tag-commercial","tag-commercials"],"yoast_head":"\nUEG'S Jarrod Moses at The Drum LIVE: How brands should, and should not, make us laugh - Press Kitchen<\/title>\n<meta name=\"description\" content=\"UEG'S Jarrod Moses at The Drum LIVE Speaks On How brands should, and should not, make us laugh\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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