Dive Brief: 

• Corning Life Sciences is following a trend of using humor to promote B2B products — in its case, the Falcon brand of lab equipment. 
• The meta video spot features a marketing team brainstorming ideas when one team member comes up with the idea of placing a live falcon in each lab. 
• The spot will run on Corning's YouTube channel and a branded microsite, and will be heavily used by dealers in their marketing efforts. 

Dive Insight:

Historically, B2B brands have gained a reputation for being stiff and boring, but more and more brands are warming up to the idea of using humor in marketing to reach audiences. Humor brings a human element to B2B brands that makes them relatable and likeable — something that helps their image overall.