A brand’s logo and strapline are its bread and butter. We are so familiar with the logo and strapline of the most famous brands in the world, that when we see a familiar logo, we have ingrained expectations of what message will be attached. 

“From the perspective of the incongruity theory, people laugh at what surprises them, is unexpected, or is odd in a nonthreatening way,” says Meyer in Humour as a Double-Edged Sword. 
Due to audience familiarity, a famous logo with a sarcastic strapline instantly incurs the incongruity theory of humour: “When it seems that the situation is normal, yet something is wrong, humour occurs”. 
Enter new internet trend #sadvertising, started by illustrator Adam J. Kurtz, who took the logo and strapline of some of the world’s chirpiest brands and then well, made them a bit sad. 
We can’t explain why it’s so funny, but ironically, it’s almost certain to cheer you up. People are #sadvertising as often as brands are advertising, so keep an eye on the #sadvertising tag on Twitter to see the latest fun poked at your favourite brands. 

Blog by: Clare