This spring, BBC Creative, the BBC’s in-house creative agency, is launching Love at First Laugh, a playful new campaign using iPlayer’s comedy collection to explore whether shared humour could be the secret to sparking real-life connections by matching singles based on what makes them laugh.
Inspired by academic research by Jeffrey Hall, Professor of Communication Studies at The University of Kansas, which found that couples who laugh together are more likely to stay together, the experiment uses comic content from BBC iPlayer to explore whether shared humour could be the key to connection.
Putting the theory to the test, BBC Creative invited a group of social media personalities with different backgrounds, fields and interests to take part. They watched a selection of comedies from BBC iPlayer, while their reactions were monitored using the Smile Tracker, a bespoke piece of face tracking technology, that recorded and measured their laughter patterns. Based on these results, six of the most compatible participants were matched and sent on dates.
The daters included:
- Mark Ferris, content creator known for his upbeat, positive videos
- Ollie King, reality TV personality best known for his appearance on I Kissed a Boy
- Katie Budenberg, creator known for her positive and empowering content
- Beth Samara, influencer and known for her appearance on I Kissed a Girl
- Johnny Morillo, food and fitness content creator
- Sophie Noa, creator and influencer known for her fitness and lifestyle content
Launching ahead of World Laughter Day (Sunday 4th May), Love at First Laugh celebrates the power of comedy, while shining a light on BBC iPlayer’s extensive content offering, from beloved BBC classics including Gavin & Stacey and Fleabag to newer fan-favourite hits such as Daddy Issues and Juice.
Rasmus Smith Bech, Executive Creative Director at BBC Creative, said: “Comedies aren’t just for laughs, they can be a great relationship test too. Research suggests that couples who laugh together are often a better match for each other, so with Love at First Laugh, we’re playfully exploring whether our comedy collection could spark something special.”
Supporting the launch will be short-films: a hero film explaining the dating experiment accompanied by a longer-form documentary-style edit which delves deeper into the dates. These will be released across BBC social channels, with the extended version available on YouTube. Participants will also be creating their own content about the experience, offering their personal take on chemistry through comedy.
Watch the film explaing the dating experiment below.
