With the ‘humour’ category added to Cannes Lions’ 2024 agenda, and the general need for more content which makes us laugh out loud, Little Black Book asked editors what it takes to get that perfectly timed edit.
Phil Hignett shared his expansive, basketball-analogy-heavy expertise on the art of making people laugh.
My approach to comedy is binary – it’s either funny or not. I’ve built my sense of humour over decades of watching movies, listening to stand up and telling jokes. Trial and error. A lot of errors, including a friend’s 21st birthday speech which resulted in silence. Angry silence.
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