General ad campaigns are usually put together to inform audiences, rather than entertain them. However, some brands prefer to take a more humorous route as of late, in order to keep its intended audience from getting bored.

As a result, the campaigns launched by these brands are starting to see a rise in viewership, with millions of plays across video channels, as well as links through Facebook and Twitter to bring in even more viewers – and maybe even spark a few conversations in the process, according to Mashable.

A number of comedy teams are working with brands, including the Upright Citizens Brigade, Funny or Die and Jash, among others, in unlikely team-ups.

Jerry Seinfeld is the most recent big-name comedian to sign on for an advertising program, coming off his successful Comedians In Cars Getting Coffee web series to produce a new series of online ads for Acura. He’s just the latest in big names teaming up with companies.

For instance, Jim Gaffigan, a well-regarded and highly popular comedian, teamed up with Holiday Inn for a series of commercials, asking guests about their favorite things revolving around the hotel chain. You can view one of these ads below, to see what kind of humorous touch Gaffigan lends when he asks guests if they feel smarter.

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Chris Bruss, vice president for branded entertainment at Funny Or Die, sees value in teaming up comedians with brands. “Comedians do a good job of observing the world, recognizing real truths and reflecting those back to us,” he said. “If it’s a really good piece of comedy, people find that relatable and it has an emotional impact. That can build brand awareness and lead to sales.”

Meanwhile, some companies are even catering to the style of the comedians themselves, like Anheuser-Busch working with Upright Citizens Brigade for a campaign featuring a prank-rap duo, Shockwave and Flytalker, and its Shock Top line. “The brand wanted to integrate itself into what we were already doing and reach a target demo that we were already speaking to,” said Todd Bieber, creative director at UCB. “It was a best case scenario.”

However, these folks are making sure that their style isn’t overwhelmed by a brand message. “The tricky part is maintaining your voice and not sacrificing your own comedic vision,” he said. “Sometimes it’s a very fine line. But we have a distinct style, and we don’t want to compromise that for any dollar. It’s not worth it.”

“We know where the guide rails are, and what’s fair game,” Bruss continued.. “That way the brands know they don’t have to check on us every five minutes because micromanaging can stifle the creative process.”

So be prepared for more genuinely funny advertising, and less of the “doesn’t fit” style of campaigning.