Just after food, humor is an important symbol of Mexican pride. We like to think that our humor is unique and unmatched, which has turned it into a given for all Mexicans and, thus, a difficult subject to approach through traditional methodologies. Comedy Central had the challenge to understand Mexican humor and how it affects content consumption among young Mexicans. De la Riva Group accepted the challenge and proposed to tackle it with a mix of anthropological fieldwork, interviews with experts, analysis of social media conversation, and of content from youtubers, stand up comedians, and humor sites. Our findings showed that it is worthwhile to use humor as a brand pillar, not just for ratings but also for branding and equity.