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4 Ways to Use Humor as a Marketing Tool Follow these tips and you'll be laughing all the way to the bank.

By Ann Handley

Opinions expressed by Entrepreneur contributors are their own.

This fall, Massachusetts congressional candidate Carl Sciortino posted a heartfelt, funny video to YouTube titled "Father's Son." Blurring the line between traditional political advertising and content marketing, it told a sweet, funny story in a little over a minute. Aaron Blake at The Washington Post called it "one of the more interesting campaign ads we've seen in a while." MSNBC's Chris Hayes tweeted to his 250,000-plus followers: "This ad's basically a masterpiece."

Why all the attention? Sciortino is openly gay, and his video plays with the idea of "coming out" to one's father. But in this case, he's coming out not as a gay man, but as a "Massachusetts liberal" to his conservative Tea Party parent. Gay? No biggie. But liberal? Uh-oh. "He's been like this for 35 years," Pops grouses in a kind of kids say the darndest things despair.

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