The Secret to Good Comedy? Take it Seriously.

A look at Tim Bullock’s recent work for Columbia, “Balloon”.

The Secret to Good Comedy? Take It Seriously.

Comedy has a funny way of falling apart the moment it tries too hard.

The best comedy isn't performed for the audience. It's played completely straight.

That's exactly what makes Tim Bullock's latest work for Columbia so much fun to watch. Tim stages Columbia's waterproof test with the kind of precision usually reserved for a scientific trial. The crew remains unwaveringly professional as the "testing" becomes increasingly excessive, which only makes the chaos funnier.

The humour comes from watching committed characters navigate situations that become increasingly, gloriously unnecessary.

It's controlled chaos. Impeccably crafted. And proof that sometimes the funniest thing a director can do is refuse to acknowledge the joke.

Watch the latest Columbia campaign here.