Humour is making a grand return to advertising - and it isn't just about selling products. As society grapples with polarisation and crises, humour has become both a reprieve and potent antidote to apathy. In the face of adversity, the rise of humour signals a key cultural desire for levity and connection… and simply, feeling good. Join us in this session featuring award-winning actor, producer, comedian and SNL cast member Kenan Thompson; Hellmann’s Chris Symmes; and VML’s Debbi Vandeven. Moderated by VML's Global CEO Jon Cook, this session will explore how brands can harness humour to not only capture market share, but also shape cultural discourse and drive connection in an uncertain world.