Abstract
This study explores self-deprecating advertising, an emerging brand communication strategy where companies humorously acknowledge their flaws to enhance authenticity and consumer trust. While brands like Carlsberg, Ryanair, and Volkswagen have successfully implemented this approach, academic research remains fragmented. Using an inductive qualitative methodology, including focus groups, interviews, and essay studies, this study aims to conceptualize self-deprecating advertising and examine its impact on consumer mindset metrics such as satisfaction, perceived service quality, and loyalty intentions. Preliminary findings suggest that self-deprecating humor fosters engagement and differentiation but requires careful execution due to cultural and contextual variations. Additionally, we explore its potential role in sustainable branding. Data collection is ongoing and will be completed before the conference. Post-conference, feedback will help refine our theoretical framework and managerial implications, with the goal of journal submission. This research contributes to advertising literature by clarifying the strategic use and limitations of self-deprecating brand communication.