Ahrefs Podcast The "Sitcom" Ad Strategy: How One Funny Video Closed 12 Deals | Luke Winter (Deadpan Agency)
Mar 31, 2026
Luke Winter, founder and creative director of Deadpan Agency, a London studio making comedy videos for SaaS and tech. He explains episodic sitcom-style ad campaigns built around real customer pain. Short, funny videos that lower buying resistance. How to make the brand own the joke, measure impact, and why AI can help production but not replace creative taste.
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Humor Lowers Buyer Resistance And Boosts Memorability
- Humor lowers purchase resistance by entertaining audiences in their feed and creating positive sentiment toward the brand.
- Luke says B2B feeds are full of bland content so humor stands out and builds memorability without celebrity budgets.
Use Engagement As Early KPI Before Paid Scaling
- Measure early success by organic engagement signals before paid amplification.
- Luke cites comments, shares and a 'whale' deal that paid for the whole campaign and influenced 12 other clients as proof of ROI.
One Episode Paid For The Whole Campaign
- Luke recounts a campaign where one episode paid for the entire production and influenced 12 additional client deals.
- That single 'whale' episode delivered outsized ROI within weeks and validated the comedic approach.
