Headline session at MAD//Fest London on 3 July will explore the creative process and role of psychology in the intrinsically linked disciplines of comedy and advertising.

Comedian Jimmy Carr and advertising legend Rory Sutherland will dive into the intertwined worlds of comedy and advertising in a closing session at MAD//Fest London on 1-3 July at the Truman Brewery. 

Carr, known for his sharp wit and controversial humour, and Sutherland, a celebrated advertising guru and author famed for his insights into behavioural science, will explore the parallels between crafting a joke and creating a compelling advertising campaign.

The session will explore the creative process in comedy and advertising, taking creative risks, the science of human connection, and how humour continues to play a pivotal role in successful ad campaigns. Whilst humour has been responsible for some of the most iconic ads of all time, its use has declined by 37% in the last 20 years, according to research from Kantar. However, recently, there has been renewed interest in using humour in brand advertising, a shift that is supported by overwhelming evidence from Kantar and System 1 that comedy offers a significant recall and consideration boost (you can meet both Kantar Marketplace and System 1 on the show floor at MAD//Fest).

 “Rory Sutherland is one of my favourite people. In a world of noise, he’s the signal - he’s full of insight, ideas and creativity. And I’m forever being told I’m full of something. Let’s see where the conversation takes us,” said Carr.

“Brands and comedy have this sort of dangerous liaison where there’s excitement, chemistry and jeopardy almost in equal measure. As I’ve got to know Jimmy and what drives his razor-sharp,intelligent and often controversial brand of humour, I’ve been thinking a lot about how brands and comedy can complement each other and perhaps even realise a new golden era of creative advertising,” added Sutherland. 

“Humour is the brain’s emotional reward for thinking differently.”

2025’s edition of MAD//Fest London is set to welcome more than 12,000 top brands and agencies. This year’s theme is ‘Be Less Boring’ and the event features contributions from speakers including comedian Richard Ayoade, space scientist Maggie Pocock and Octopus Energy Founder Greg Jackson; a series of £20k brand challenges from Mars, L’Oréal, Jack Daniel’s, LEGO and Clarins; a summer party featuring legendary DJ collective Horse Meat Disco; and brand activations from Sticks N Sushi, Lina Stores, Hoppers, Havana Club, Jimmy’s, Treasury Wines and Beavertown.

Click HERE to secure your ticket.