A pandemic, polarization, extremism. Comedy has a new whole set of enemies. Any seemingly meaningless joke could be offensive to someone, somewhere, somehow. This film celebrates an upcoming International Comedy Festival in Mexico, all while making a bit of a joke around the realities of comedy today. Specifically, the film tells the story of a group of friends where one of them decides to crack a class joke—“A man walks into a bar…”—that turns into a never-ending not so funny joke, in the end. It’s hard times for comedy, but the right time for a comedy festival.

Laughing can’t be bad. On the contrary, it’s one of the best things in life. It helps release stress and cuts anxiety way down. With too much difficult, heavy, and bad news, we could all use a good laugh these days. This campaign aims to do exactly that, while celebrating an upcoming international comedy festival in Mexico. And helping to maybe change how society sees comedy today while helping people see comedy as an ally and not as an enemy.