Incorporating humor into advertisements is principles of advertising 101. Humor encourages viewer attention and message retention.
However, humor can also "swing and miss". I believe one of the ways humor loses its overall effectiveness is when it is used to portray the advertiser's customers as silly, foolish and/or childish. Some viewers have to wonder "if that's how the customers of that company are, why would I want to join them?"
Here's a recent example of an television advertisement that does just that.
Couldn't State Farm find a humorous way to tell us that they can save customers money without making them look like dolts? Geico has been using humor for years and also tells us that they save customers money. However, I can't recall a time when their customers were the butt of the joke.
Maybe State Farm would be better served having some woodchucks chuck wood in their next commercial.