{"id":7022,"date":"2024-07-15T01:30:37","date_gmt":"2024-07-15T05:30:37","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/07\/15\/how-to-escape-the-sea-of-seriousness\/"},"modified":"2024-07-14T13:52:14","modified_gmt":"2024-07-14T17:52:14","slug":"how-to-escape-the-sea-of-seriousness","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/","title":{"rendered":"How to Escape the Sea of Seriousness"},"content":{"rendered":"\n

By Tarek Sioufi, Chief Strategy Officer, <\/em>Grey London<\/em><\/a><\/p>\n\n\n\n\n\n

Suddenly, more of the world wants to laugh. Or so it may seem. After many fallow years, when humour in advertising felt scarce, misplaced, or just absent \u2013 it\u2019s slowly, tentatively making a comeback. A wealth of new studies (Oracle, Kantar, among others) have evidenced its effectiveness in making communications more memorable and impactful. Creatives who have bemoaned its absence are starting to cheer its return. And Cannes has inevitably gotten in on the act, with 2024 being the inaugural year for its Lion for humour.<\/p>\n\n\n\n\n\n\n\n

Yet despite these tentative steps, humour remains woefully underused. The industry still has the handbrake on, and there are two culprits that explain why. Firstly, there\u2019s an issue with who is \u2013 and who isn\u2019t \u2013 using humour.<\/p>\n\n\n\n\n

The Usual Suspects<\/u><\/em><\/h2>\n

For years it\u2019s been wielded by the usual suspects: food and drink brands, the occasional mobile provider, and the world of personal care \u2013 have tended to own a large share of laughter. FMCG became the poster child for humour, while other categories \u2013 who arguably needed it most \u2013 have been reluctant to wield it.<\/p>\n\n\n\n\n\n

As a rule, many of the sectors tackling life\u2019s biggest problems – healthcare, financial services, and especially B2B \u2013 have been relatively humourless. They tend to default to highly rational messages that focus on the performance of their products and services, and the severity of the issues their clients face. This has often made for logical advertising, but not compelling storytelling.<\/p>\n\n\n\n\n\n\n\n

Many of the largest businesses (by market value) and most visible categories (by growth) have shirked humour. While this remains the case, they will struggle to win share of mind in a meme-filled world where laughter is one of our most share-able, and distinct currencies.<\/p>\n\n\n\n\n

Humour is a Weapon<\/u><\/em><\/h2>\n

The second issue is that humour has often been thought about by marketers in the wrong way. It\u2019s interesting to note how Cannes describes its new category. They say they will award the best use of \u2018wit and satire to provide amusement.\u2019 This is a sensible description of humour in general, but not of humour in advertising. In day-to-day life, humour is an amusement. In advertising, it\u2019s a weapon.<\/p>\n\n\n\n\n\n

It’s not simply for laughs, it\u2019s a means of addressing real business problems..<\/p>\n\n\n\n\n

Revitalizing Purpose<\/u><\/em><\/h2>\n

The death of brand purpose has been highly exaggerated. But make no mistake, purpose is under threat \u2013 from activist investors to own brands. Marketers and consumers increasing beef with purpose is often down to this \u2013 simple, everyday products riding the coattails of big, serious, life-or-death issues.<\/p>\n\n\n\n\n\n

But just as important is how these issues are often presented: a po-faced, earnest VO, with the tonality of a church service. I believe much of purpose\u2019s decline is due to brands taking themselves too seriously<\/em>. This puts purpose in an awkward place in a world hungrier than ever to be entertained, and where endless doom scrolling through the news means the coping mechanism of humour is more essential than ever.<\/p>\n\n\n\n\n\n\n\n

Our latest campaign for Aquafresh was based on research by Haleon that found school-age kids often experience low confidence due to their teeth, but we didn\u2019t dramatise the issue. Instead we created a light-hearted campaign to celebrate every child\u2019s smile, no matter how crooked, fangy, or gap-filled.<\/p>\n\n\n\n\n\n\n\n

When we shared this work with the most important audience \u2013 kids \u2013 they felt uplifted and empowered, instead of being made to feel like victims or outcasts.<\/p>\n\n\n\n\n

Standing out in a sea of sameness<\/u><\/em><\/h2>\n

If you\u2019ve got time, and a very high pain threshold, I invite you to spend a few hours looking at a variety of FS advertising. What you will find \u2013 regardless of market \u2013 is a flood of logic-based advertising talking about that most emotional of subjects: money.<\/p>\n\n\n\n\n\n

This is part of the broader sea of sameness we see in many \u2018serious\u2019 categories. In many instances providers have startlingly similar product lines, offers \u2013 and compound this by using similar marketing approaches \u2013 on everything from visual codes to messaging.<\/p>\n\n\n\n\n\n\n\n

Humour needs to be leveraged more in these categories, not simply to make people laugh, but because we know it\u2019s more effective at driving distinctiveness.<\/p>\n\n\n\n\n

Demystifying complex categories<\/u><\/em><\/h2>\n

In speaking with several clients in highly complex categories \u2013 think cybersecurity, insurance, or wealth management \u2013 they bemoan how challenging it can be to achieve simplicity while operating in such tricky spaces.<\/p>\n\n\n\n\n\n

Instead of fighting the complexity, many marketers give into it \u2013 producing messages that can feel more like tutorials than brand experiences. But when humour is used in these categories, another superpower is revealed: demystifying complexity.<\/p>\n\n\n\n\n\n\n\n

It can do this whether it\u2019s explaining a sophisticated product feature for a gaming company or making B2B legal practice management engaging. As businesses in sophisticated categories look to gain share of mind and wallet \u2013 humour will be a vital tool to simplify messages, memorably introducing them to new audiences.<\/p>\n\n\n\n\n

How to make the change <\/u><\/em><\/h2>\n

All this said, no brand can instantly pivot from one tone of voice to another. If you\u2019ve built years of equity as a serious brand in a serious category, suddenly throwing jokes into your ads will reek of inauthenticity, confuse your customers, and fail to have the intended impact.<\/p>\n\n\n\n\n\n

Ultimately, humour takes care. Essential to this is \u2018the dance\u2019 \u2013 the back and forth between client and agencies \u2013 as they revel in the tension between being brand guardian and brand provocateur.<\/p>\n\n\n\n\n\n\n\n

There is risk in humour. But there is also risk in failing to use it. Humour is not just haha. It\u2019s a business weapon \u2013 there to build distinctiveness, cut through complexity, and breathe new life into the moribund world of purpose.<\/p>\n\n\n\n\n\n\n\n

So go ahead, do it. Take yourself a little less seriously.<\/p>\n","protected":false},"excerpt":{"rendered":"

Suddenly, more of the world wants to laugh. Or so it may seem. After many fallow years, when humour in advertising felt scarce, misplaced, or just absent \u2013 it\u2019s slowly, tentatively making a comeback.<\/p>\n","protected":false},"author":7,"featured_media":7023,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-7022","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"\nHow to Escape the Sea of Seriousness | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Escape the Sea of Seriousness\" \/>\n<meta property=\"og:description\" content=\"Suddenly, more of the world wants to laugh. Or so it may seem. After many fallow years, when humour in advertising felt scarce, misplaced, or just absent \u2013 it\u2019s slowly, tentatively making a comeback.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2024-07-15T05:30:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2024\/07\/iStock-1389293168-modified-a6df5123-efe5-4461-8512-7ed154db9560.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2309\" \/>\n\t<meta property=\"og:image:height\" content=\"1299\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-escape-the-sea-of-seriousness\\\/7022\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-escape-the-sea-of-seriousness\\\/7022\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"How to Escape the Sea of Seriousness\",\"datePublished\":\"2024-07-15T05:30:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-escape-the-sea-of-seriousness\\\/7022\\\/\"},\"wordCount\":967,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-escape-the-sea-of-seriousness\\\/7022\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2024\\\/07\\\/iStock-1389293168-modified-a6df5123-efe5-4461-8512-7ed154db9560.jpg\",\"keywords\":[\"Brands + Marketers\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-escape-the-sea-of-seriousness\\\/7022\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-escape-the-sea-of-seriousness\\\/7022\\\/\",\"name\":\"How to Escape the Sea of Seriousness | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-escape-the-sea-of-seriousness\\\/7022\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-escape-the-sea-of-seriousness\\\/7022\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2024\\\/07\\\/iStock-1389293168-modified-a6df5123-efe5-4461-8512-7ed154db9560.jpg\",\"datePublished\":\"2024-07-15T05:30:37+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-escape-the-sea-of-seriousness\\\/7022\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-escape-the-sea-of-seriousness\\\/7022\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-escape-the-sea-of-seriousness\\\/7022\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2024\\\/07\\\/iStock-1389293168-modified-a6df5123-efe5-4461-8512-7ed154db9560.jpg\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2024\\\/07\\\/iStock-1389293168-modified-a6df5123-efe5-4461-8512-7ed154db9560.jpg\",\"width\":2309,\"height\":1299},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/how-to-escape-the-sea-of-seriousness\\\/7022\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to Escape the Sea of Seriousness\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"How to Escape the Sea of Seriousness | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/","og_locale":"en_US","og_type":"article","og_title":"How to Escape the Sea of Seriousness","og_description":"Suddenly, more of the world wants to laugh. Or so it may seem. After many fallow years, when humour in advertising felt scarce, misplaced, or just absent \u2013 it\u2019s slowly, tentatively making a comeback.","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/","og_site_name":"AW360","article_published_time":"2024-07-15T05:30:37+00:00","og_image":[{"width":2309,"height":1299,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2024\/07\/iStock-1389293168-modified-a6df5123-efe5-4461-8512-7ed154db9560.jpg","type":"image\/jpeg"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"How to Escape the Sea of Seriousness","datePublished":"2024-07-15T05:30:37+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/"},"wordCount":967,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2024\/07\/iStock-1389293168-modified-a6df5123-efe5-4461-8512-7ed154db9560.jpg","keywords":["Brands + Marketers"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/","name":"How to Escape the Sea of Seriousness | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2024\/07\/iStock-1389293168-modified-a6df5123-efe5-4461-8512-7ed154db9560.jpg","datePublished":"2024-07-15T05:30:37+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2024\/07\/iStock-1389293168-modified-a6df5123-efe5-4461-8512-7ed154db9560.jpg","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2024\/07\/iStock-1389293168-modified-a6df5123-efe5-4461-8512-7ed154db9560.jpg","width":2309,"height":1299},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/how-to-escape-the-sea-of-seriousness\/7022\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"How to Escape the Sea of Seriousness"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/7022","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=7022"}],"version-history":[{"count":2,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/7022\/revisions"}],"predecessor-version":[{"id":16259,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/7022\/revisions\/16259"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/7023"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=7022"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=7022"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=7022"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=7022"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}