Carry on films, seem to offer that very British humour that Ted Baker strive for. Not only this, but it doesn't seem to isolate audiences. It's obvious what the jokes are and possibly thats the key. Trying to communicate humour in such a short space of time is either going to have to rely on things consumers already have knowledge of, or using a more slapstick or absurd approach. There isn't time for a build up, it's got to be there straight away.
The other examples here also demonstrate a type of humour which is immediately obvious, and especially 'Some mother do 'ave 'em' and 'Only fools and horses' are culturally specific.
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