When it comes to marketing, most brands knock. But Mami Wata? They stroll right in, with a joke.

The Brazilian skincare brand recently launched a campaign that turns the conventional approach to sun safety on its head. Instead of the usual dry warnings about skin cancer, they’ve taken a bold and humorous approach to shine a light on the increased risk bald and balding people face when it comes to sun damage.

Enter the concept of “bald faces.” These are the strange, sometimes oddly expressive shapes that can show up on the back of a bald head. It’s quirky, it’s funny, and it’s a little bit weird and that’s exactly why it works.

The campaign has it all: cheesy infomercial vibes, tongue-in-cheek humour, and a playful photo scan that rewards people with sunscreen. The goal? To make a serious health message stick by sneaking it in with some laughter.

And the results? Well, let’s just say Mami Wata is proving that humour opens doors while seriousness is still fumbling at the handle.

We’ve all seen the traditional approach to health-focused ads, those heavy-handed, doom-and-gloom messages that hit us with statistics, warnings, and fear. But as Mami Wata demonstrates, there’s another way to get through to people.

“Humour gets under the door, while seriousness is still fumbling at the handle.” This line from G.K. Chesterton sums up Mami Wata’s approach perfectly. By using humour to engage their audience, they’re not just grabbing attention, they’re making the message more memorable.

Think about it: when was the last time you laughed at a serious topic, and it stuck with you long after the joke? The goal here isn’t just to get a chuckle, it’s to make sun safety something people remember, something that feels approachable and human. It’s a subtle yet powerful strategy that stands out in a sea of overly serious campaigns.

And if you need proof that this approach works, look no further than Oracle’s Happiness Report. According to the report, 91% of people prefer brands with a sense of humour, and 90% are more likely to remember the funny ones.

In other words, humour is a win-win.

So, while other brands are still trying to push their message through the door with stats and facts, Mami Wata is already inside, making us laugh, and making us think.

Mami Wata’s campaign isn’t just a clever marketing stunt. It’s a fresh take on how to communicate important messages in a way that resonates with people. By using humour to address a serious topic, they’ve opened the door to a conversation that might otherwise have been ignored.

In a world where everyone’s fighting for attention, Mami Wata proves that sometimes, the best way to be heard is to make people laugh.