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Building brand personality is not easy, much less doing it through humor. It is necessary to have a knowledge of the different theories of jokes, humor and comedy; contributions of great importance from philosophers, sociologists and psychologists who dedicated time and effort to a concept that is often confusing for society, but that is applied without any inconvenience in daily life. Laughing raises questions about human behavior in the mental and physical capacity to execute this type of gesture, which is accepted or sanctioned by the common people. In this case, laughing is a matter of analysis for a communicative and advertising purpose. In the relationship between humor and brand building, it is necessary to carry out research on human personality, and then transfer it to the brand name, which in the first instance is inert and meaningless, generating a specific value in the individual in his first perception of the product, which achieves within this process an image of the product as a human expression, and how this achieves over time a positioning in the mind of the consumer.