This is a great example of an unexpected company using humor in its marketing: Bodyform, a company that makes liners for women on their periods. Some dude wrote a really snarky post on the company's facebook wall complaining that he'd been lied to by their ads. His girlfriend was never as active or happy on her period as they claimed. There was no blue water! The company responded to a facebook post with this youtube video which is brilliant.
Got any other examples of companies embracing humor in their customer (or prospective-customer) communications, marketing, ads, etc?