“Humor in advertising is like a gun in the hands of a child. You have to know how to use it. Otherwise, it can blow up on you.” (Miller, 1992)

I’m willing to admit a weakness: I am usually ready to forgive and look past almost any shortcomings or personality flaws if someone has just one characteristic—they have to be able to make me laugh.

For me—and for a lot of people—a good sense of humor holds a lot of currency. If someone can make us laugh, we find it hard not to like them and want to associate with them. We even subconsciously think they’re smart.

At the core of nearly every video are the words to express a message. You have a limited time to make an impact — often less than 60 seconds — so the script must be crafted with precision and power. Regardless of the duration of your video, these recommendations will keep your message clear and focused.

We’re more about landing softly than falling freely, but Skydive Chicago does some truly impressive stuff. This week they sponsored a world record aeronautic feat by creating a midair formation of nearly 140 skydivers.